Open to all retail companies (online and/or brick & mortar) with general or specific merchandise.
It's Coming Back.
By recognizing that the core audience was critical to preserving the asset they had paid for, Roxio and its agency successfully re-launched Napster while preserving its cool. Using a fully integrated campaign with irreverent media and creative choices, Napster made its budget feel much bigger than it was, attracting the biggest share of traffic of all shopping music sites in Q4 2003, and reaching $5 M downloads just 90 days after re-launch.
Agency: Venables, Bell & Partners
The New Priceline
Priceline.com's "The New Priceline" campaign focused on what online travel consumers desire most-choosing exact flights, times, and airlines-all at low prices. The unique advertising approach was to communicate this news for the brand, yet position the product as superior to that of its competition given that only Priceline offers consumers a choice of ways to book airfare. Priceline faced the challenges of late entry into the full-service airfare category and a media spend much lower than its top competitors. However, the "The New Priceline" campaign was successful in reversing negative perceptions of Priceline.com, breaking through a cluttered category, and resulting in unprecedented gains in key business and brand/product imagery measures for the company.
Agency: Gotham Inc.
2004 back-to-school season was more cluttered than ever, JCPenney and the competitors were all offering hot styles of the season at affordable prices. By gaining an in-depth understanding of how kids define style, and fashion, and translating that insight into advertising, we were able to convince kids and moms that JCPenney has the coolest fashion they were looking for. The result - JCPenney outdid the agile competitors and won the critical back-to-school battle despite a tough economic environment.
Agency: DDB Chicago