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.

1996 SILVER

Kenwood. Do the music justice.

Our goals for the campaign were threefold. First, to increase Kenwood brand awareness levels among our core target. Second, to increase Kenwood's brand reputation among core consumers. And lastly to increase Kenwood's brand reputation among audio dealers.

Brand: Kenwood U.S.A.
Client: Kenwood U.S.A.
Agency: Citron Haligman Bedecarre
Language: English

1996 BRONZE

The Puttermans

Energizer posed a serious threat to Duracell's market leadership to a memorable, hard hitting advertising campaign supported with a higher media spend which gave them the edge on TV ad awareness and helped narrow the gap on brand perceptions. For the first time in six years Duracell had product superiority giving them the competitive advantage--the challenge was to find an intrusive vehicle to deliver the news and reverse consumer tracking trends. The Puttermans a plastic family who run on Duracell batteries, leveraged the strengths of two previous campaigns by building on the entertainment and likeability of "Toys" and the brand building ability of "interviews". "The Puttermans" surpassed all expectations, gaining share and driving brand attributes and ultimately maintaning their #1 leadership position.

Brand: Duracell
Client: Duracell USA
Agency: Ogilvy & Mather
Language: English

1995 GOLD

The 8-Hour Notebook

In order to re-establish Dell's creditability as a portables manufacturer and to generate sales, Dell launched a print campaign in August, 1994 which focused on its superior battery life. Using Dell's battery technology story and the results of battery life tests against major competitors, Dell launched a campaign which intended to position their Dell Latitude XP as the 8 Hour notebook. The results of the campaign to date have been extraordinarily successful, with leads and sales surpassing all forecasts.

Brand: Dell Latitude XP
Client: Dell, Inc.
Agency: Goldberg Moser O'Neill
Language: English

FINALISTS

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stc Expect the Unexpected