Finance
Financial products and services including: communications promoting overall image and capabilities of a financial institution.
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2000 GOLD
It's time for E*Trade
In the face of competition from both "discount" and "clicks and mortar" on-line brokers, E*Trade adopted an offensive strategy. Through advertising, it sought to establish itself as the category "champion," to accelerate its rate of acquisition ahead of market growth, and reduce acquisition costs. "It's time for E*Trade," was based on the idea that it was time for people to take charge to their financial future, and succeeded on all fronts. After only six months of advertising, consumers regard E*Trade as the "dominant on-line broker," 642,000 new accounts have been added, and acquisition cost reduced by 53%.
Brand:
E*TRADE
Client:
E*TRADE
Agency:
Goodby, Silverstein & Partners
Language:
English
2000 SILVER
The Values Campaign
A campaign that set out to position New York Life as the company founded upon a distinct and timeless set of values These set of values continue to be as fundamental to New York Life's business practices and policies today, as they were when the company was first formed last century.
Brand:
New York Life
Client:
New York Life Insurance
Agency:
TBWA\Chiat\Day
Language:
English
2000 SILVER
The Money Gram
In the money transfer category, 12- year-old MoneyGram needed to redefine the playing field to take on 120-year-old Western Union. With half the advertising spending of Western Union, "The Money Gram" campaign repositioned the brand not only as the value leader, but also as the brand that gives back to the community. Awareness doubled, quality perceptions increased, and transactions increased for the first time in 28 months.
Brand:
MoneyGram
Client:
Traveler's Express
Agency:
Campbell-Mithun Esty
Language:
English
FINALISTS
E*TRADE from Morgan Stanley
E*TRADE "Wedding"
Kinecta Federal Credit Union
We’re Banking On You, Watts
Ally
Changing the Game for Women’s Sports
