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.

2005 SILVER

Ted Launch - Denver

In the fall of 2004, United set out to launch a new low-cost carrier--a move that was critical to both staving off the competitive upstarts and helping the company emerge from Chapter 11. In just six short weeks, Fallon devised a teaser/reveal plan, featuring over 40 guerilla tactics (like mysteriously spelling out the new airline's name in a farmer's field) and numerous paid media placements (including bus sides, billboards, and even personal ads). The response was enormous, garnering over 175 million PR impressions both locally and nationally, despite the campaign only running in Denver.

Brand: Ted
Client: United Airlines Corporation
Agency: Fallon Worldwide
Language: English

2005 SILVER

Dr. Angus

Dr. Agnus's upbeat philosophy of indulgence is refreshing to burger lovers long barraged by diet hype. It's these folks Burger King needed to win back to end a dramatic loss in consumer share. A slide that resulted in Wendy's surpassing Burger King for the first time. By beating not only internal goals but previous record highs and competitor results, the campaign proved a major force in Burger King's surprising turnaround.

Brand: Burger King
Client: Burger King Corporation
Agency: CP+B
Language: English

2003 GOLD

Falling Stars

The launch of XM Satellite Radio changed the world of radio - people would pay to listen to the radio if it was a better radio experience. Through the use of their "Falling Stars" campaign, XM was able to introduce not only themselves but the concept of satellite radio to America. America embraced this new technology, service and brand faster than other new audio electronic product launched in the past 20 years.

Brand: XM Satellite Radio
Client: XM Satellite Radio
Agency: TBWA\Chiat\Day
Language: English

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