Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
Against a backdrop of skepticism, the world's second largest energy company wanted to be different. The BP corporate reputation campaign communicates the company's progressive values in a distinctive, non-glossy way. The campaign asks difficult questions. Invites customers into the dialogue. Relies on facts instead of hot air. Stakes bold turf. Accepts criticism and does not hide from failure. The BP corporate campaign is a landmark platform for a company trying to change the way the world uses, and thinks about, the fuels that are vital to human progress.
Client: BP America Inc.
Agency: Ogilvy & Mather
Past, Present, Future
To fuel growth in a mature market post 2000, we launched a new product wrapped in a concept that radiated significance for all couples: Three Diamonds for your Past, Present and Future. The PPF campaign (combining TV to ignite desire and print to reinforce the product symbolism) exceeded its five year goal of 10% (CAGR) value growth, with 27% CAGR over six years to take 3SDJ from 500M to $3.8MM - 410% over target. Over six years it grew the total diamond jewelry market 26% adding $8.2 billion incremental.
Brand: Diamond Trading Company
Client: Diamond Trading Company
Miles Away From Ordinary
For 16 years the campaign for Corona Extra has been as smooth, effortless and laid-back as the beer it reflects. For 16 years the budget has always been a fraction of what other beer makers spend. For 16 years, sales have met or exceeded expectations. And for 16 years the Corona Extra brand has become synonymous with the beach, paradise and permanent vacation - a chance to kick back, relax and enjoy an ice-cold, refreshing beer.
Brand: Corona Extra
Client: The Gambrinus Company/Barton Beers
Agency: The Richards Group