Government & Public Service

Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, forces marketing communications. Includes political messages and special interest/trad

1997 SILVER

What A Week

With The California Lottery Scratchers category showing signs of maturing, it was critical that we broaden the appeal of the game. By defining a new position within the category, we were able to entice the "big money" Lottery player into the game. With the " What A Week"campaign, we sucessfully increased overall playership (+32%) and built sales to a record high of $3 million a week.

Brand: Scratchers
Client: California Lottery
Agency: JWT West
Language: English

1997 SILVER

Be Part of the Action

The "Be Part of the Action" campaign was developed to increase awareness and generate leads among all prospects 17-26 (with a strong empasis on women and minorities aged 17-21). The advertising sought to communicate that the Coast Guard offered both men and women exciting jobs that matter - benefiting themn and others, as well as the country. Because of the extraordinarily low budget, it was critical to increase public service airplay to expand overall reach.

Brand: U.S. Coast Guard
Client: United States Coast Guard (Recruiting Center)
Agency: Bates USA
Language: English

1997 BRONZE

Today's Oil Heat - It's Just Better

Warwick Baker O'Neill's "Just Better"campaign has achieved each of its three principle goals--changing consumers'misconceptions about oil heat, maximizing overall awareness of the advertising message, and most important, stemming the tide of conversions to gas heat. The campaign shatters myths about oil heat, while reinforcing its strengths in service, safety, efficiency and cost. Radio advertising has maximized the reach of this campaign on a very small budget relative to mammoth competitors.

Brand: East Coast Energy Council
Client: East Coast Energy Council
Agency: Warwick Baker O'Neill
Language: English

FINALISTS

Alcohol. Think Again. One Drink

Republic of Singapore Navy It's not crazy. It's the Navy.

Social Development Bank Shop with Purpose, Empower Productive Families.