Automotive - Vehicles

Cars, trucks, motorcycles, both brand and model advertising.

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2007 SILVER

Born From Jets

Saab sales were flat and, in order to grow, the brand had to evolve from niche to challenger. To increase brand awareness and consideration in the highly competitive luxury import market, Saab needed to own a unique performance claim. Born From Jetscelebrates Saab's aircraft heritage to deliver a compelling, Saab-ownable performance message. Since the campaign launched in October 2005, Saab sales, performance attributes, and awareness are up and Born From Jetsis now the 6th most correctly-recognized automotive tagline, out of 35.

Brand: Saab
Client: Saab Automobile USA
Agency: Lowe New York
Language: English

2007 BRONZE

Why Live in One Dimension?

Since its introduction to the U.S. automotive market in 1989, Lexus has dominated in every segment except one: near-luxury performance. With staunch competition from BMW, Acura, Infiniti, Mercedes-Benz and Audi, Lexus had ambitious goals both in an unforgiving category and among an entire generation of buyers who had ignored the brand for decades. A literal transformation of the brand's relationship with near-luxury buyers was necessary to have a chance to be recognized as a legitimate contender, let alone a category leader.

Brand: Lexus
Client: Lexus
Agency: Team One
Language: English

2006 GOLD

Pathfinder Launch Campaign

Nissan's Pathfinder SUV faced a challenging relaunch in a declining segment. The Pathfinder would take on the perception that SUVs were becoming little more than minivans in SUV clothing by reminding a maturing audience that they were still adventurous and owed it to themselves to live a life worth talking about. The campaign helped increase opinion levels of the Pathfinder to those equal to category leader Toyota and increased its segment share from 2.1% to 3.6%.

Brand: Nissan
Client: Nissan North America
Agency: TBWA\Chiat\Day
Language: English