Home Furnishings & Appliances

Kitchen and laundry appliances, air conditioners, carpeting, furniture, decorator'€™s supplies, paint, and wallpaper.

2016 BRONZE

Right at Home

We introduced Samsung into an unexpected new market for the mobile giant: home appliances. We broke from tradition as newcomers in a century-old market, redefining what it means to be a new generation homeowner. Using the charm of modern celebrity couple Kristen Bell and Dax Shepard, we spoke to a group of people that didnt want their parents home appliances or their lives. And in reaching the right audience for Samsung, we boosted brand awareness 53% we saw a 37% increase in sales in the category.

Brand: Samsung Home Appliance
Client: Samsung Electronics America, Inc.
Agency: McKinney
Language: English

2016 BRONZE

Every Day, Care

For generations, Whirlpool built a brand on simple familiarity and trust. But new competitors focused on technology and innovation shook up the appliance market, taking an 11% chunk out of Whirlpools market share since 2010. To combat this threat, Whirlpool launched the Every day, care campaign to shift the conversation away from tech innovation to how Whirlpools products fit seamlessly into the care you give. Through a national launch the Every day, care campaign stopped the downward slide and grew market share by 6.4 percent in only 1 year.

Brand: Whirlpool
Client: Whirlpool
Agency: DigitasLBi Chicago
Language: English

2015 SILVER

Comeback of an Iconic American Brand

Maytags long-standing promise of Dependability had lost relevance with modern audiences, resulting in declining sales and loss of market share. To restore Maytag to its former glory, we brought back the brands iconic Repairman, and gave him a new job. The Maytag Man became the appliances themselves, giving Maytag Dependability a face, a voice, and a way to connect with people who are like like Maytag the unseen heroes of Dependability. And after years of decline, Maytag has once again risen to prominence.

Brand: Maytag
Client: Whirlpool Corporation
Agency: DigitasLBi
Language: English

FINALISTS

iRobot iRobot OS – Situation Roomb

Ariel Ariel Kare Ga Possible

Ariel Ariel Blue Blue