Home Furnishings & Appliances
Kitchen and laundry appliances, air conditioners, carpeting, furniture, decorator's supplies, paint, and wallpaper.
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PROGRAM
2004 SILVER
Passion. Fueled by Wolf.
Wolf crafts serious cooking instruments that offer authentic professional performance amid a clutter of generalists competing largely on aesthetics. The campaign "Passion. Fueled by Wolf." creatively distinguishes Wolf from the competition by reminding prospects of what is truly important to the passionate cook -- the experience of serious performance and boundless possibilities. With each point on contact, we sought to entrench the Wolf brand further into the specialized world of serious cooking and thus counter-position the competition. Our integrated brand, creative, and media strategies allowed us to drive awareness, brand perceptions, and sales at levels beyond planned goals.
Brand:
Wolf
Client:
Wolfgang Puck Food Company, L.P.
Agency:
The Richards Group
Language:
English
2004 SILVER
The Search
In a low-interest category, Maytag JetClean II advertising proved to communicate a more unique and compelling benefit of the tall-tub configuration than its competitors. As the first advertiser in its category to uniquely make extra space the hero, Maytag answered the target's fundamental dishwashing need and thereby changed behavior.
Brand:
Maytag
Client:
Maytag Corporation
Agency:
LBWorks, a Leo Burnett Co.
Language:
English
2004 BRONZE
Category Authority - Appliances
In order to defend its strength in Home Appliances, Sears reasserted its relevance to consumers by positioning itself as the 'matchmaker' between consumers and the home appliances they need to fill their household requirements. The resulting campaign ran in specialty cable shows focusing on home design and improvement. Over five months, Home Appliance sales increased 2.7% -- not only meeting goals but exceeding them by 270%.
Brand:
Sears
Client:
Sears Holding Company
Agency:
Young & Rubicam Chicago
Language:
English
FINALISTS
iRobot
iRobot OS – Situation Roomb
HomeGoods
Home Sweet HomeGoods
Traeger Grills
Welcome To The Traegerhood
