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.

2009 BRONZE

HDNA

Demonstrating that it knows more about high definition than any other brand, Sony provided a unique reason that substantiated its position as the brand that owns HD. This campaign broadened the market beyond HDTV into related HD product categories, positioning Sony for future growth and bolstering previously eroding key brand measures. "HDNA" not only helped Sony drive business, it confirmed the brand as the best choice for all things high definition and reestablished Sony at the top of the market.

Brand: Sony
Client: Sony Electronics Inc.
Agency: 180LA
Language: English

2008 SILVER

The World's First Television For Men and Women

Sony was caught flat-footed when the TV category shifted to flat panel. An also-ran with no production capacity, Sony was forced to produce the Bravia on the same line as Samsung in its attempt to overcome Sharp's commanding lead. This is about winning share dominance and premium pricing through the power of a big, category-preempting idea: The World's First Television for Men & Women.

Brand: Sony Bravia
Client: Sony Electronics, Inc.
Agency: McKinney
Language: English

2008 BRONZE

Shoot Like a Pro

The entry-level digital SLR camera segment became highly competitive due to commoditization of technology, brand proliferation and price pressure. Canon needed to establish a market leadership position in the face of a significant price premium vs. its nearest competitors. By creating a multiplatform communication program that leveraged Canon's undisputed leadership among professional sports photographers, the Canon Digital Rebel achieved and sustained a market share of 50% in units , securing a clearly dominant position in the segment.

Brand: Canon
Client: Canon USA, Inc.
Agency: Grey New York
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