Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
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2017 SILVER
Tough is not Enough
This is a story of brains over brawn. By positioning itself as the smarter truck for the contemporary ute driver, the Ford Ranger succeeded in ‘depositioning’ the well-established HiLux as out dated, ordinary and a somewhat unimaginative choice. Aussie ute drivers began to believe that ‘tough was no longer enough’ and voted for Ranger’s smarts with their wallets. Consequently, the Ford Ranger tripled its baseline sales growth.
Brand:
Ford Ranger
Client:
Ford Motor Company
Agency:
GTB
Language:
English
2017 SILVER
You Never Lamb Alone: Two Years of Unprecedented Growth
2015 and 2016 were Lamb’s best years ever.
‘You Never Lamb Alone’ transformed a business experiencing five-years of flat-line sales, into a powerhouse delivering record volume and value growth, generating an incremental $97M for farmers.
Combining a disciplined and sustained commitment to: 1) a long-term brand strategy; 2) an emotive brand platform; and 3) provocative creative campaigns, Lamb consistently generated phenomenal ‘earned media’ coverage and sent Aussies to the butchers in droves.
All this despite declining budgets, sky-high retail prices, increasing consumer price sensitivity, the challenge of chicken, and the World Health Organisation labelling red meat “probably carcinogenic”.
Brand:
Meat & Livestock Australia
Client:
Meat & Livestock Australia
Agency:
The Monkeys
Language:
English
FINALISTS
Jif
That Jif'ing Good
Hellmann's
Hellmann's Super Bowl 3 Year Campaign
ARM & HAMMER
POWERING THE NEXT 177 YEARS OF GROWTH BY CLOSING THE HOME CONFIDENCE GAP
