Internet & Telecom
Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.
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2018 BRONZE
Selling AI to the average Joe.
This case is about the value of not targeting your target audience. We recognised that when it comes to approving an enterprise’s technology solution, it may be the CTO or CIO signing the contract, but their decision is influenced by the opinion of people who aren’t experts - let alone even employed - in the field. So, in 2017, we threw the B2B marketing rulebook out, and spoke to consumers. By improving the perception of IBM amongst the non-buying general public, we dramatically increased our performance amongst business buyers.
Brand:
IBM
Client:
IBM Australia
Agency:
Ogilvy Sydney
Language:
English
2018 BRONZE
2018 BRONZE
Iskon Casting
U moru cjenovno povoljnijih telekom paketa koji tvrde da su najbolji, izazov je bio kreirati paket tako pun sadržaja da će postati najoptimalniji na tržištu. Brandirali smo ga kao Iskon FULL paket, toliko dobar da je nemoguće pronaći dovoljno dobre riječi kojima bi opisali njegove benefite potrošačima. Zato su u kampanji angažirani najnagrađivaniji hrvatski glumci – ali čak ni njihove vrhunske glumačke sposobnosti nisu bile dovoljno dobre da ga interpretiraju. Tako smo, fokusirajući se na prednosti paketa, a ne cijenu i akcijske pogodnosti, inovativnim pristupom značajno premašili plan privlačenja novih pretplatnika.
Brand:
Iskon
Client:
Iskon internet
Agency:
Señor
Language:
Croatian
FINALISTS
Airtel
Giving India a lost piece of its history
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Global, sin límites
Entel Perú
En familia ahorramos más con las nuevas Líneas Adicionales
