Media Innovation - Existing Channel
This award showcases those who have the insight and creativity to change the way a particular media channel is consumed.
Concert In A Bag
Doritos Late Night was one of nearly thirty new product introductions in the salty snack category in 2009. We had to create a hit where only 3% of launches become one. We realized our audience snacked more on entertainment than they did on chips. By thinking like an entertainment company, rather than just selling snacks, we transformed a bag of chips into a ticket for an exclusive music performance. In so doing, we helped create the most valuable salty snack introduction of 2009 and a long-term platform for the brand.
Client: Frito-Lay, Inc.
Agency: Goodby, Silverstein & Partners
PRIUS LAUNCH - HARMONY INSTALLATIONS
Toyota launched an all-new Prius during the worst automotive market in 40 years, facing new "Prius Killers". Prior generations of Prius were synonymous with environmentalism, but now it was time to go mainstream and engage audiences in unique and innovative ways. This unprecedented and innovative outdoor campaign welcomed people to the joyful world of Prius and demonstrated Prius commitment to the environment by providing unique benefits to local businesses and communities. With traveling outdoor "harmony" installations and never-been-done-before media channels, Prius surpassed goal by 5 times initial expectations.
Client: Toyota Motor Sales USA, Inc.
Agency: Saatchi & Saatchi LA
Adobe Acrobat 9 Ultimate Tourney Guide
Last year, Adobe released a radically enhanced version of its office software, Acrobat 9 (A9). But after so many earlier versions, how could we get office workers excited about A9? We needed to show off the product enhancements within content the audience cared about. Using A9 technology, we revamped ESPN's popular NCAA tournament challenge. Users interfaced directly within A9, turning the product into a new creative medium. Awareness of A9's features increased - some almost 80%! Downloads of A9 increased by 70%, averaging 16,500 downloads/day and over 230,000 by campaign end.
Client: Adobe Systems
Agency: Goodby,Silverstein & Partners