Software & Apps
Software, groupware, operating systems, or software stored locally on a Computer/Tablet/Mobile Device.
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2011 SILVER
Waging a Real War Against a Virtual Villain
In a commoditized category with free options readily available, premium-priced giant Norton faced an uphill battle when launching its new line of security software. Norton differentiated itself from competitors by putting a human lens on the technical world of online security. By dimensionalizing the villain, it taught consumers that cybercrime is real crime and empowered them to take action to protect themselves. Norton changed the conversation about online security, and as a result saw better-than-imagined gains in brand perception, awareness, consideration, and purchase.
Brand:
Norton from Symantec
Client:
Symantec Corporation
Agency:
Leo Burnett USA
Language:
English
2010 GOLD
MLB' 09: The Show
MLB 09 traditionally set the standard for baseball gaming titles. In 2009, we were faced with launching a game with moderate development gains but no real news. To create differentiation, we had to aggressively own authenticity in a way that felt "of baseball". Our strategy was to feature one of the game's brightest stars, Dustin Pedroia, and talk about the game within the game. By building a cultural dialogue around the smallest detail, we showed PlayStation will go to any lengths to make the most authentic baseball game available.
Brand:
PlayStation
Client:
Sony Computer Entertainment America, Inc.
Agency:
Deutsch Los Angeles
Language:
English
2010 SILVER
'Woodland Creatures'
On average, data centers consume 100 times more energy per square foot than a typical office building and 89% of businesses had no idea. And the IT managers in charge didn't care, because they weren't paying the bills. So how do get them to buy IT software designed specifically to save energy? Make them the energy saving hero in the eyes of their boss.
Brand:
IBM
Client:
IBM Corporation
Agency:
Ogilvy & Mather
Language:
English
FINALISTS
SAP
Be Ready
SAS
The Batting Lab
Smartsheet
Power your Process
