Home Furnishings & Appliances

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

2006 SILVER

Dyson Is Different

Since its 2002 launch, Dyson had achieved tremendous growth and risen to the No. 4 position in the category - quite a feat in a low-involvement category with ho-hum products and commodity pricing. This British brand has reshaped the category and is working to unseat the established market leader.

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

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

FINALISTS

iRobot iRobot OS – Situation Roomb

Ariel Ariel Kare Ga Possible

Ariel Ariel Blue Blue