Media Idea

The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.



G6 Launch

Pontiac partnered with "The Oprah Winfrey Show" for an unprecedented giveaway of 276 G6 vehicles to every audience member on the season opener. Beyond the emotional 25-minute in-show segment, the communications plan included paid online search, "Oprah" program content embedded in the Web site and a thorough PR plan. As a result, 87% of Americans were aware of the promotion. Pontiac experienced a 600% increase to and the highest click-through rate ever (17%). Press coverage, estimated at $100 million, included spotlights on the "Today Show," ESPN's "Sportscenter," "The David Letterman Show," "The Tonight Show With Jay Leno," "The Daily Show" and many more.

Brand: Pontiac G6
Client: General Motors
Agency: Leo Burnett Detroit

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

Under Five

To establish a performance reputation for the entire brand and launch the VSeries line of high-performance Cadillac vehicles, a series of five-second commercials reflected the fast acceleration of these cars. In addition, the agency and client created an online competition for five-second short films, promoted by the cast and directors of the movie "Be Cool." The result was a huge lift in performance perceptions and increases in dealer traffic and sales.

Brand: Cadillac
Client: General Motors
Agency: Leo Burnett Detroit

2019_ru_2019_2441_hero_1 Street Stars Digital show Street Stars with street musicians
2019_rs_2019_e-206-724_hero_1 Munchmallow Munchmallow - Priča za sebe
2019_me_2019_e-3723-522_hero_1 Gerber Every Baby is a Gerber Baby: Sparking a Global Dialogue on Inclusion

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