New Product or Service Introduction or Line Extension

Any communications effort used to introduce a new product or service that is not a line extension.

2006 SILVER

The Art of the Heist

A tiny budget and hard-to-reach young, highly affluent target was part of the challenge of launching a premium compact car into a crowded luxury market. The solution was to embrace the consumers' sense of control using every conceivable type of media. Customers didn't just watch "the heist " unfold, they actually played a role in it. This translated into interest in the car and ultimately test drives and sales.

Brand: Audi
Client: Audi of America
Agency: McKinney
Language: English

2006 BRONZE

PictureMate Holiday Launch Campaign

Although Epson was late to the 4X6 category, it still had high goals of gaining substantial market share and creating immediate demand and purchase interest. Positioning PictureMate as "the easiest way to free your photos from the prison of the digital camera" was a novel strategy. Combined with compelling creative, it yielded excellent results: 21% market share, No. 1-selling printer in the category, with 87% incidence of increased purchase interest.

Brand: Epson
Client: Epson America
Agency: DDB Los Angeles
Language: English

2005 GOLD

E-N

A new snack nut brand called Emerald Nuts has three months to establish a name for themselves in California. When research reveals that rational messages about nuts bore consumers to tears, traditional messaging is ditched in favor of a pure challenger brand strategy focused on simple name recognition and creating a clear alternative to Planter's. The result is a memorable, silly campaign that works wonders in creating a highly engaging new brand, exceeding market share goals and securing national distribution and a national launch for Emerald Nuts.

Brand: Emerald Nuts
Client: Diamond of California
Agency: Goodby, Silverstein & Partners
Language: English

FINALISTS

McDonald's Rice - Hard to believe?

Tank Tank.. Clean water made easy

Stella Artois Unfiltered Stella Artois goes au Naturel to launch new Stella Artois Unfiltered