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.
The challenge for Dell was to continue its successful re-entry into the portables category, with a strong differentiated brand presence while still continuing to drive sales off with the advertising (since Dell has no retail presence). The "Big Battery" campaign was successful in generating beyond forecast, while at the same time impacting perceptions of the brand.
Client: Dell, Inc.
Agency: Goldberg Moser O'Neill
The campaign set out to create awareness of a new category of multi-function office machines and, in particular, the Hewlett-Packard OfficeJet to the home office worker. The advertising and media plan to had look bold to establish HP in the home market where penetration for their products has traditionally been low. The advertising successfully did this by utilizing a powerful contrast between a cold corporate environment and a relaxed home situation to pay tribute to the new-found work style of this target.
Brand: HP Office Jet
Agency: Saatchi & Saatchi San Francisco
Today, SnackWell's is the top selling brand in the Cookie/Cracker category. SnackWell's was created to help Nabisco capitalize on the trend in healthy snacking, and put it at the forefront of great tasting healthy cookies and crackers. When SnackWell's was launched, there was significant consumer skepticism about the ability of a low fat/fat free snack product to deliver great taste. It was viewed as the primary challenge of the advertising to help overcome this skepticism sufficiently to encourage trial. The "Cookie Man" campaign has not only encouraged trial of SnackWell's "indulgent" or "core" products, but has stimulated successes of several new product introductions beyond fat free "chocolate" products (e.g.: SnackWell's Vanilla Sandwich Cookie surpassed full-fat category leader, Sunshine Vienna Fingers in 1993).
Brand: Nabisco Snackwell's
Client: Nabisco Foods Company
Agency: FCB/Leber Katz Partners