Home Furnishings & Appliances

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

2006 BRONZE

Moving? You Can Do It. We Can Help.

New homeowners spend more on home-improvement products during the six months surrounding their move than established residents spend in five years. The Home Depot had a very small marketing effort in place to talk to new movers. The challenge was to capture a bigger share. The Home Depot was positioned as the ultimate resource. Average ticket amount spent by new movers at The Home Depot increased 62%, and the overall program had a 556% return on investment.

Brand: The Home Depot
Client: The Home Depot
Agency: DDB Chicago
Language: English

2005 SILVER

Doesn't Lose Suction

In 2002, Dyson was an unknown, foreign entry into the vacuum category. Coming from the UK, it found in the U.S. a low-involvement, highly saturated category whose margins were sliding under retailer pressure. Dyson needed to establish itself quickly, ignite a belief that there could be something better, and prove to a skeptical distribution network that it was worth carrying in spite of a price point that was +320% over average. Within two years, the campaign has performed brilliantly, built awareness and purchase interest, caused category leaders to play catch-up, and taken a huge but out of category leader Hoover's share.

Brand: Dyson
Client: Dyson
Agency: Fallon Worldwide
Language: English

2005 BRONZE

Key

The "Key" campaign was developed to create an emotional bond with consumers in an overwhelmingly rational category. It leveraged, tastefully, Whirlpool's unique relationship with Habitat for Humanity. "Key" has doubled Whirlpool's loyalty measurements, and led to a record year in sales as well.

Brand: Whirlpool
Client: Whirlpool
Agency: Publicis
Language: English

FINALISTS

iRobot iRobot OS – Situation Roomb

HomeGoods Home Sweet HomeGoods

Traeger Grills Welcome To The Traegerhood