Automotive - Aftermarket
Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, etc.
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2005 BRONZE
Looking for Mr. Goodwrench
Everybody, it seems, wants to service your vehicle, and choosing the dealership is usually the less convenient, more expensive choice. Without new information or services to offer, GM Goodwrench brings life and levity to the automotive service category wit its humorous search for Mr. Goodwrench, supporting the brand's promise that nobody knows GM vehicles better. The campaign has increased brand awareness, perceptual leadership, and dealer sales (+8%) in a category consumers would prefer to avoid considering until necessary.
Brand:
GM Goodwrench
Client:
General Motors (Service Parts Operations)
Agency:
chemistri, a Division of Leo Burnett USA
Language:
English
2004 SILVER
Dramatic Results Without Drastic Measures
Cosmetic procedures have become more socially acceptable and affordable, enhancing their appeal. But many women have not been willing to take such a step to achieve younger looking skin. Arrive: Olay Regenerist -- the opportunity for dramatic skin improvement, without drastic measures.
Brand:
Olay Regenerist
Client:
Procter & Gamble
Agency:
Saatchi & Saatchi
Language:
English
2003 BRONZE
Technology
Sonicare's challenge was to convince consumers to pay $120 (a 50% premium over the closest competitor) for a product they can get for free from their dentist. Via a focused strategy and targeted media, Sonicare surpassed its goals to increase overall brand awareness, the volume of product shipped, and dollar share in the rechargeable toothbrush category. This was all required, and more than succeeded, to deliver results with only one quarter of TV advertising support, and versus a much larger, much better-known competitor with a new product (Sonicare had a nine-year old product).
Brand:
Sonicare
Client:
Philips Oral Healthcare
Agency:
D'Arcy
Language:
English
FINALISTS
Sunoco
Fuel Your Best
Mobil Colombia
De Camioneros A Protagonistas De Novela
Mobil Colombia
Somos Imparables
