Leisure & Lifestyle

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

1995 GOLD

Life as it Ought to Be

Reynolds Plantation challenged Leslie Advertising to help them surpass their 1992 sales goal by 20% and keep the ad budget at 10% (or below) of the total marketing budget. Leslie's campaign increased sales by 39% while keeping the ad budget at only 6% of the total marketing budget.

Brand: Reynolds Plantation
Client: Reynolds Plantation
Agency: Leslie Advertising
Language: English

1995 SILVER

The Sensible Alternative

In the automobile insurance industry-an industry where people rarely shop, let alone switch-GEICO set an objective for this campaign to generate 8,000 inbound calls. By using an inventive creative and media strategy, the campaign generated 27,500 calls, a return on investment of 300% and turned what would have been a down year into the best year in company history.

Brand: GEICO
Client: GEICO Corporation
Agency: Martin Direct
Language: English

1995 BRONZE

Pina

Critical to both the short-term and long-term success of the Kool-Aid business, the Hispanic consumer franchise was declining at a double digit rate. Despite a significant decline in Hispanic media spending, the "Pina" campaign led to significant attitudinal and saliency gains. After years of decline, the Hispanic franchise experienced growth in 1994.

Brand: Kool-Aid
Client: Kraft Foods, Inc.
Agency: Mendoza, Dillon & Asociados, Inc.
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