Electronics

TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.

2014 SILVER

iPad mini Launch

When iPad mini launched, competitors had flooded the tablet market with small, cheap devices that offered compromised experiences. How could iPad mini avoid being likened to the competition, or even worse, as a compromised version of the original iPad? The solution was to shift the conversation from 'big vs. small' to 'real vs. not' in order to show that regardless of size, there's only one iPad. Consequently, iPad mini captured 57% of the small tablet market within months of launch and brought more first time buyers into the tablet category.

Brand: Apple
Client: Apple, Inc.
Agency: TBWA\Media Arts Lab
Language: English

2013 SILVER

The Next Big Thing is Already Here

In 2011, Samsung had a great product but a brand problem. No one saw the Samsung Galaxy II as an industry-leading innovator. We set out to build innovation equity for Samsung and establish it as the alpha Android brand. To do this, we challenged the category leader turning the Smartphone debate into a two-horse race. As a result, we dominated online conversation, becoming the #1 Android OEM, increased innovation and purchase intent perceptions and increased Facebook fans by 433%.

Brand: Samsung Mobile USA
Client: Samsung Telecommunications America
Agency: 72andSunny
Language: English

2013 BRONZE

Taking a Bite out of Apple

In the summer of 2012, Samsung Mobile was launching the Galaxy S III smartphone four short months before Apple's eagerly anticipated iPhone 5 launch. Samsung Mobile was tasked with gaining overall marketshare for its new flagship device and stealing Apple's thunder. Fueled by an integrated digital campaign that brought the unique sharing features of the GS III to life online and across major cities nationwide, Samsung Mobile sold over 5.5MM handsets - surpassing sales goals for the launch by 89% and outselling Apple during the 3-month launch period.

Brand: Samsung Mobile USA
Client: Samsung Telecommunications America
Agency: Razorfish
Language: English

FINALISTS

Samsung Samsung’s American Dream: Taking Foldables from Social Suicide to Apple Antidote

ARCTIC ARCTIC - FORGOTTEN, THE MOST SUSTAINABLE BRAND FROM YOUR WARDROBE

stc Expect the Unexpected