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 GOLD

RCA DSS

The Introduction of DSS not only represented the chance for RCA to claim leadership in the emerging digital technology arena but also offered the badly-needed opportunity to rejuvenate the RCA brand in terms of high-tech/cutting edge imagery. Helping to achieve these important imagery shifts in conjunction with driving ambitious DSS and large screen TV sales was a monumental task for a new product that suffered from virtually no awareness prior to launch. Despite the high standards, the campaign delivered beyond expectations. It played an integral role in the most successful consumer electronics product launch in history, helped to increase large screen TV sales and gave RCA a shot in the arm in terms of consumer perception.

Brand: RCA
Client: Thomson Consumer Electronics
Agency: Ammirati Puris Lintas
Language: English

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

FINALISTS

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

stc Expect the Unexpected