Automotive - Aftermarket

Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, etc.

1999 BRONZE

Dueling Banjos

Despite synthetic motor oil's increasing popularity and new arrivals to the marketplace, consumers are still learning about synthetics and having trouble differentiating among competitive offerings. The "Dueling Banjos" campaign was developed to communicate Mobil 1"s superiority as demonstrated by its ability to protect engines under the most extreme temperature conditions. Campaign results were far better than we had hoped and exceeded all copy test, sales and share performance objectives.

Brand: Mobile 1 Motor Oil
Client: Mobil Oil Corporation
Agency: Grace & Rothschild
Language: English

1998 GOLD

Wipe out Ice

The "Wipe Out Ice" campaign was designed to point out the superiority of Preston De-Icer Washer Fluid versus other "blue" washer fluids by emphasizing the product's superior de-icing capabilities. Product superiority allows the campaign to communicate the higher order end benefit of safety, as consumers walk away from the advertising feeling that they can see better and drive more safely having used De-Icer Washer Fluid. The goal of the campaign was to increase sales in an increasingly competitive market.

Brand: Prestone Windshield De-Icer
Client: Prestone Products Corporation
Agency: Grey Global Group
Language: English

1998 GOLD

Because I'm Worth It

The new campaign for Preference successfully re-positioned Preference as the ultimate haircolor for unsurpassed color and conditioning. Through the use of Heather Locklear, a highly recognizable and likable spokeswoman who is known for her "roots", we communicated the end benefit --rich, golden, conditioned color that resists fading in a highly persuasive manner. Additionally, Heather Locklear helped to re-establish Preference's Brand Identity as she embodies the Bold, Confident, Witty, Fashionable, and Sophisticated characteristics of the Preference woman...Because She's Worth It! To date, Preference has surpassed its in-going objectives. Immediately following the launch of the new campaign, Preference's SOM surged to 18.1%...The highest ever in three years; Unit Volume from June-September '97 was up +3.5% vs. YAG. Preference remains the #1 haircolor brand in the category. And, due to the success of the campaign domestically, it's now airing in seven countries worldwide.

Brand: Preference
Client: Cosmair, Inc.
Agency: McCann-Erickson
Language: English

FINALISTS

Sunoco Fuel Your Best

Mobil Colombia De Camioneros A Protagonistas De Novela

Mobil Colombia Somos Imparables