Retail
Open to all retail companies (online and/or brick & mortar) with general or specific merchandise.
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2007 GOLD
It
The very thing that made eBay famous was threatening its future success. People saw eBay as a great place to buy hard-to-find, collectible items but did not think of it for the more ordinary, everyday items that represented the real growth in ecommerce. Incessant pop culture references merely amplified this problem and presented a significant perceptual hurdle for a very modest media budget to overcome. The highly successful itintegrated campaign broadened perceptions of what could be bought on eBay and helped grow revenue twice as fast as ecommerce.
Brand:
eBay
Client:
eBay
Agency:
BBDO
Language:
English
2007 SILVER
Pherotones
The ring tone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the companies involved. So how do you pit a little-known ring tone company against the giant Telco carriers and win over an apprehensive audience - in 12 weeks and while being outspent 200 to 1? The __Pherotones' campaign for Oasys Mobile used pseudoscience, sexual attraction and a Danish doctor to create a viral phenomenon that generated over six million PR impressions and led to a 90% increase in sales. All with only $100,000.
Brand:
Oasys Mobile
Client:
Oasys Mobile
Agency:
McKinney
Language:
English
2006 SILVER
Best Buy Connections
In 2005, an increase in consumer control of consumer electronics purchases and more agile competitors began to exact a toll on Best Buy's business. Best Buy realized that the game was no longer about building awareness and that it had to become the preferred retailer for the category's most profitable customers. The campaign helped build brand preference, helped attract more profitable customers and helped drive business results.
Brand:
Best Buy
Client:
Best Buy
Agency:
Best Buy Advertising
Language:
English
FINALISTS
McDonald's
McDonald's "Together let's go big"
Lacoste
Unexpected Encounters
EASY
Un Rincón en el Mundo para cada uno
