Home Furnishings & Appliances
Kitchen and laundry appliances, air conditioners, carpeting, furniture, decorator's supplies, paint, and wallpaper.
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1998 GOLD
Keeping Your Cool
Refrigerators are the number one selling major appliances. Although there really isn't much perceived difference among brands, every manufacturer wants a piece of this cool market. Maytag's goal was to find a consumer insight not realized by the competition. Maytag captured a perceived problem, solved it with a Maytag Dual Cool refrigerator and excelled with sales growing 62%.
Brand:
Maytag
Client:
Maytag Appliances
Agency:
Leo Burnett USA
Language:
English
1998 SILVER
Nobody
Hoover launched the SteamVac Deluxe within its successful "Nobody Does It Like You" campaign with the execution, "Adams/Stevens" in March 1996. The objective of the advertising was to position Hoover's SteamVac Deluxe against professional cleaners to provide a relevant frame of reference for consumers and ultimately become the #1 brand. Additionally, Hoover wanted to increase advertising awareness to 50% to educate consumers about the extractor category.
Brand:
Hoover
Client:
The Hoover Company
Agency:
Euro RSCG Tatham
Language:
English
1998 SILVER
Wamsutta Color by Design
Wamsutta competes in the home textiles category where its distribution is limited, sales are flat, designers rule, and the purchase cycle is long. Within these tight parameters, the Wamsutta Color by Design campaign, which proposes that Wamsutta Color by Design provides an easy and accessible way to change your bedroom decor, achieved and exceeded its three objectives of increasing sales, building Wamsutta brand awareness, and increasing consumer perceptions of Wamsutta as a decorating consultant.
Brand:
Wamsutta
Client:
Springs Industries, Inc.
Agency:
Ogilvy & Mather Worldwide
Language:
English
FINALISTS
iRobot
iRobot OS – Situation Roomb
Ariel
Ariel Kare Ga Possible
Ariel
Ariel Blue Blue
