Software & Apps
Software, groupware, operating systems, or software stored locally on a Computer/Tablet/Mobile Device.
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PROGRAM
2004 GOLD
iTunes Music Store
By 2003, the music industry was in trouble, illegal downloading was rampant and no one knew how to control it. Digital music was a mess. With the launch of the iTunes Music Store, Apple came to the rescue with a service that offered everything consumers, artists, and the industry wanted from digital music. Through the advertising, we took the high ground, celebrating everyone's love of music, not focusing on the controversy. Communication showed real people with iPods singing their favorite songs, promoting the message: 'your favorite songs for 99 cents'. This established Apple as the gold standard in digital music distribution, achieved our month goal of selling 1 million songs in only seven days, and fueled sales of 13 million songs in less than 6 months, which accounts for 70% of all legal downloads. It also boosted iPod sales. In Q3 alone, Apple sold 366,000 iPods. That's 2 1/2 every minute.
Brand:
Apple
Client:
Apple Inc.
Agency:
TBWA\Chiat\Day
Language:
English
2004 SILVER
In Your life
Our communications reinforce Symantec's leadership position in Internet security by educating home computer users of the risks of being online and providing solutions for protecting information, computers and families. We use the device of a message within a message to demonstrate Symantec's omni-present protection. The result is that sales are up 35%, online traffic 58% and brand awareness 3%.
Brand:
Symantec
Client:
Symantec Corporation
Agency:
JWT
Language:
English
2004 BRONZE
Higher Plane of Communication
Two years after Avaya's September 2000 spin-off from Lucent and $54 million advertising dollars later, Avaya's unaided awareness was in the single digits. Avaya wanted to quickly increase awareness and re-launch the company as a leading player in the emerging IP Telephony market. Despite significant barriers to IP technology and being outspent nearly 4 to 1 by Cisco, Avaya's new strategy and advertising broke through the clutter and positively impacted business. In only 6 months, unaided awareness quadrupled, IP Telephony shipments increased 27%, and Avaya captured the #1 market share in IP Telephony, all of which exceeded goal.
Brand:
Avaya
Client:
Avaya
Agency:
McCann Erickson
Language:
English
FINALISTS
SAP
Be Ready
SAS
The Batting Lab
Smartsheet
Power your Process
