Automotive - Aftermarket
Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, etc.
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2008 SILVER
Helios Power
BP's Helios Power was a true 360 campaign that challenged all industry conventions. Candid messages, animated characters, unexpected placements, selfless deeds all transcended the industry stereotypes and collectively proved that BP was a station well worth a second look and even a left turn. BP's voice was warm, humble, and the message was motivating. Consumer preference rose. Station owners' pride grew. And BP saw that in an industry with such low expectations, "a little better" truly could go a long way.
Brand:
BP
Client:
BP America Inc.
Agency:
Ogilvy & Mather
Language:
English
2008 BRONZE
Get There
In 2006, Goodyear found itself in a vice-like grip with unheralded pressures coming from much more aggressive competitors, the emergence of powerful Asian brands, and a labor stoppage that cut production of their tires. Goodyear fought back by re-introducing their iconic blimp, along with two lovable pilots that explained how Goodyear innovations helped to get drivers where they're going. Stated simply, Goodyear helped people "Get there!" The launch of the campaign in February 2007 resulted in immediate increase in market share whose growth doubles that of the industry.
Brand:
Goodyear Tire & Rubber
Client:
Goodyear Tire & Rubber Company
Agency:
McCann Erickson
Language:
English
2006 BRONZE
Get Fresh
Dove wanted to gain entry into the "fresh" segment of bars and body washes. Its challenge was how to relate the Dove values. Dove was positioned as gentle fresh in a layered multimedia campaign launched with an ad embedded in "The Apprentice," which garnered huge publicity. The campaign exceeded its sales goal in only seven months with minimum cannibalization of the base brand.
Brand:
Dove Cool Moisture
Client:
Unilever
Agency:
Ogilvy & Mather Chicago
Language:
English
FINALISTS
Sunoco
Fuel Your Best
Mobil Colombia
De Camioneros A Protagonistas De Novela
Mobil Colombia
Somos Imparables
