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.

2007 BRONZE

Make Every Shot a PowerShot

Canon enjoyed a strong brand reputation in the analog camera world, yet as the category moved digital Canon's competition intensified. Being a reliable, high quality brand was no longer enough, particularly in a maturing category. Canon PowerShot had to transform from being a solid performer to become a starbrand. Canon PowerShot partnered with emerging tennis star Maria Sharapova to add star power. Since the campaign launch, Canon has solidified its status as the clear market leader.

Brand: Canon PowerShot
Client: Canon USA, Inc.
Agency: Dentsu America
Language: English

2006 GOLD

Printer Dock

In 2005, Kodak needed to drive revenue and update its brand image but had no new product news to do so. Instead, by leveraging a previously unrecognized consumer insight relating to an existing product, advertising helped Kodak update its brand image and increase sales greater than market growth to bridge the gap until new product news and a brand transformation campaign were ready.

Brand: Kodak
Client: Eastman Kodak Company
Agency: Ogilvy & Mather
Language: English

2006 SILVER

LG Mobile Phones Fashion Campaign

When LG entered the U.S. cell phone market in early 2004, the market was slowing and the target audience of 18-24-year olds, was difficult to reach. Knowing that this group could be motivated by a sense of being "in the know," the creative turned LG handsets into "the mobile phone to know," both in communication messaging and touch points. The campaign resulted in more than a 40% increase in revenue, 60% increase in unit sales and a significant increase in brand awareness and differentiation.

Brand: LG Electronics
Client: LG Electronics MobileComm USA
Agency: BrandBuzz
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