Retail
Open to all retail companies (online and/or brick & mortar) with general or specific merchandise.
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2011 BRONZE
Happy People Making People Happy
By shining the light on the unique customer service culture of Zappos.com and bringing a powerful idea, "Happy People Making People Happy", to life, we differentiated the brand and changed consumer perceptions. Our campaign made consumers realize that Zappos.com was much more than an online shoe vendor. We fueled website visits (+40%), yielded a deeper sense of brand affinity (+25%), and most importantly, drove increased levels of non-shoe sales (+38%).
Brand:
Zappos.com
Client:
Zappos Development, Inc.
Agency:
Mullen
Language:
English
2010 GOLD
'Don't Just Go Back. Arrive.'
Sears had experienced 10 years of downward momentum at back-to-school. To reverse that trend we embodied the Tween values of collaboration, participation and sharing. We created a program that reached them with the things they value most: music, celebrity and social media. Within the first 2 months of the program, we reversed negative trends and got 1.6 million hits to the website.
Brand:
Sears
Client:
Sears Holding Company
Agency:
Young & Rubicam Chicago
Language:
English
2010 BRONZE
Ask Sherwin-Williams
Sherwin-Williams has defined the paint category for 143 years and is the professional contractors' paint of choice. Growth would come from the DIY segment. Yet despite having 3,300 stores, Sherwin-Williams had achieved negligible penetration with the DIY segment compared to big-box operators like Home Depot and Lowe's. Our challenge was twofold: Get on the radar of DIY painters and find a message compelling enough to overcome the price/convenience equation of the big-box stores. We not only grew awareness and consideration, but also grew sales of premium DIY paints by 15%.
Brand:
Sherwin-Williams Paint Store Group
Client:
Sherwin-Williams
Agency:
McKinney
Language:
English
FINALISTS
McDonald's
McDonald's "Together let's go big"
Lacoste
Unexpected Encounters
EASY
Un Rincón en el Mundo para cada uno
