Leisure & Lifestyle

Recreational, sporting, and camping goods/services and other items/services intended for leisure activity.

2005 BRONZE

Performance Tuned. Are You?

Quantum had one chance to get it right with its new line of Performance tunes (PT) products. By focusing on the unique story of how these products came to be, they were able to differentiate themselves from market leader Shimano, as well as overcome lingering negative brand baggage. the PT launch earned Quantum a place in the high-end market, improved overall perceptions of the Quantum brand, increased key dealer channel distribution, and successfully entered Quantum into the lucrative saltwater market. The Quantum brand is now the healthiest it has been in its 20-year history.

Brand: Quantum
Client: Zebco Corporation
Agency: Gabriel deGrood Bendt
Language: English

2004 GOLD

Thank You

Our "Thank You" campaign was designed to generate an immediate and dramatic increase to sales and "fun" perception of Trivial Pursuit 20th Anniversary Edition. By "thanking" the interesting people and events over the past 20 years we demonstrated that the questions in the game happened in their lifetime and are relevant -- they know this stuff. By speaking to young adults in a contemporary and relevant way, we were able to sell and exceed our objectives while reinvigorating the Trivial Pursuit brand.

Brand: Trivial Pursuit 20th Anniversary Edition
Client: Hasbro, Inc
Agency: Arnold Worldwide
Language: English

2004 SILVER

Rememberin'

The Rememberin' campaign was developed to turn around the 10-year decline in greeting cards and to bolster Hallmark sales in a time when the card sending habit had fallen off and Hallmark was threatened by discount card competition. The campaign achieved results by 1) encouraging the target to send more cards by demonstrating the poignant effect only a card can have and 2) reminding her of how this effect can be made with Hallmark for as little as 99 cents. Rememberin' was successful in meeting these objectives: it helped to turn around category decline, drove sales at key holidays, and dramatically altered Hallmark value perceptions.

Brand: Hallmark
Client: Hallmark Cards, Inc.
Agency: Leo Burnett USA
Language: English

FINALISTS

EPIC The Irish Emigration Museum How EPIC set the record straight on who the Irish really are.

The National Lottery A campaign so successful, it had to be pulled

The National Lottery How The National Lottery started dreaming big again