Automotive - Aftermarket

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

2005 SILVER

Trust the Midas Touch

We needed to change deeply held beliefs about Midas and its category. When car owners need a brake job - or any other service - they go where they feel most comfortable. For many car owners that means going to their car dealer or to an independent garage where they have an ongoing relationship. We positioned Midas as a trusted adviser.

Brand: Midas
Client: Midas International Corporation
Agency: DDB Chicago
Language: English

2005 SILVER

When You're Strong, You Sparkle

Secret started the 03-04 fiscal year with three straight years of volume and dollar share decline, specifically losing share among teens. "When You're Strong, You Sparkle" set out to turn business around by bringing unexpected excitement to an otherwise mundane category. Capitalizing on the insight that young women express themselves through the products they use, the campaign brought to life strong women in sparkling, fantasy worlds, a concept that was well received by teens and young women. The result, overall Secret brand dollar and volume share increased 4% and 3% respectively, and teen dollar share grew an impressive 40%.

Brand: Secret
Client: Procter & Gamble
Agency: Leo Burnett USA
Language: English

2005 BRONZE

Shaving Made Simple

Schick's launch of Intuition changed the rules of the shaving game-introducing a razor that genuinely answered a woman's needs by making the shaving process simpler than ever before. Relevant advertising and an integrated media plan motivated women to fundamentally change their shaving behavior. As a result, Schick roughly doubled its share of the female shaving segment.

Brand: Schick Intuition
Client: Schick Wilkinson Sword
Agency: JWT New York
Language: English

FINALISTS

Sunoco Fuel Your Best

Mobil Colombia De Camioneros A Protagonistas De Novela

Mobil Colombia Somos Imparables