Home Furnishings & Appliances
Kitchen and laundry appliances, air conditioners, carpeting, furniture, decorator's supplies, paint, and wallpaper.
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2024 SILVER
A New Breed of Product Launch
We cleaned a lot during the pandemic. But, in 2023, as demand softened and competitors closed in, we needed a big idea to bolster sales to launch a new product. Always inspired by pets, we reframed clean from a chore to an act of love. We asked ourselves, “What if mess is no longer the enemy of clean?” It was the unlock we needed to define a new standard of clean for the most demanding of audiences, pet parents. We grew category share to 58%.
Brand:
BISSELL
Client:
Bissell
Agency:
McCann Detroit
Language:
English
2023 SILVER
Make it Yours, Make it BESPOKE
How do you maintain a premium in an extremely competitive and price sensitive category? To drive demand for Samsung's premium BESPOKE line, we broke all category rules by positioning BESPOKE as beautiful home decor instead of home appliances. By tapping into Singaporean’s desire for self-expression through their homes, we demonstrated how our products, through its highly customizable design, allows homeowners to create a home that truly reflects their aesthetics. Our approach successfully captured the hearts and wallets of our audience, driving an outstanding +149% growth in sales for Samsung Bespoke.
Brand:
Samsung BESPOKE
Client:
Samsung Singapore
Agency:
BBH Singapore
Language:
English
2023 BRONZE
Ariel Touch of downy
Driving growth via consumer switching in detergents is challenging. Consumers have a laundry experience preference making switching unlikely. We identified a niche of freshness seekers- a segment that considers clean and fresh as the base benefits of post-wash fragrance. Ariel TOD came with differentiated formula providing a fragrance preferred by consumers during a 24h test post-wash giving benefit of 2-in-1. It serves as a strong marketing effectiveness case because it grew the Ariel franchise through a new need and established them in a novel benefit space.
Brand:
Ariel
Client:
P&G
Agency:
Adcom Pvt. Ltd.
Language:
English
FINALISTS
iRobot
iRobot OS – Situation Roomb
Ariel
Ariel Kare Ga Possible
Ariel
Ariel Blue Blue
