Retail
Open to all retail companies (online and/or brick & mortar) with general or specific merchandise.
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PROGRAM
2000 GOLD
Gateway Country Stores
Gateway's direct model did not fit all consumers - over 30% were unwilling to purchase a computer over the phone. In order to reach these consumers, Gateway Country retail stores were launched in 1997, and helped make Gateway the #1 seller of consumer PC's. There was a high level of consumer dissatisfaction with competitive retail mega - stores, and Gateway Country was able to differentiate itself by creating a whole new way to shop for a PC. Buyers walk in, try out systems that are up and running, speak to knowledgeable salespeople and order a custom-built computer.
Brand:
Gateway Country Stores
Client:
Gateway Country Stores
Agency:
McCann-Erickson
Language:
English
2000 SILVER
Parkitecture
To build fast awareness and trial, Caribou Coffee focused on branding their unique and appealing experience vs. the marketing dominator, Starbucks. Customers grabbed at the option fast and furious, growing traffic 25% during advertising periods and exceeding sales objectives by over 100%.
Brand:
Caribou Coffee
Client:
Caribou Coffee Company
Agency:
Carmichael Lynch
Language:
English
2000 BRONZE
Blue's Clues Find It
Sears has long been a destination for kid's clothes, one moms and others like because Sears has always offered quality clothes at good prices. But the competition today is fierce, and the age at which kids start having a "say" is getting younger and younger. To help woo and refresh the bond with the continually renewing pool of new parents, Sears partnered with Blue's Clues, the popular children's TV program, to develop a line of exclusive-to-Sears apparel, tapping in to the sense of discovery and fun that the show is known for.
Brand:
Sears
Client:
Sears Holding Company
Agency:
Young & Rubicam New York
Language:
English
FINALISTS
McDonald's
McDonald's "Together let's go big"
Lacoste
Unexpected Encounters
EASY
Un Rincón en el Mundo para cada uno
