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.

1998 SILVER

Live to play, play to live

Advertising created the conditions for Conde Nast to successfully launch their new title Conde Nast Sports for Women. By bringing to life its point of difference in philosophy and style, the advertising demonstrated that there was space for this title in the overcrowded women's magazine and sports magazine market. By positioning the magazine clearly and convincingly months before there was any tangible product, the title managed to gain the upper hand over another new entrant with greater credentials. The result was one of Conde Nast most successful new magazine launches.

Brand: Conde Nast Sports for Women
Client: Conde Nast Publications
Agency: Fallon McElligott Berlin
Language: English

1998 BRONZE

Zone Launch

A giant, plodding software company known for its operating systems and business apps wants to break into the ultra-hip hard core gaming market. The company has zero credibility with its audience, no track record, no hot products. And an image the audience openly ridicules. Our challenge was to completely reverse perceptions and win thousands of new members with a fraction of what their competition spends.

Brand: Internet Gaming Zone
Client: Microsoft
Agency: Anderson & Lembke, Inc.
Language: English

1997 GRAND

You Are Not Ready/red E

Launch campaign for Sony Playstation, targeting hard core videogame enthusiast. The strategy was to provoke the jaded target audience into rising to the challenge of the games. Campaign objectives were to build awareness, position brand as "intense," drive trial and ultimately achieve aggresive volume goals. With moderate budget, surpassed client's launch objectives.

Brand: Sony PlayStation
Client: Sony Computer Entertainment America, Inc.
Agency: TBWA\Chiat\Day
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