Internet & Telecom

Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.

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2016 BRONZE

Lowe Versus Lowe

Faced with the entrenched competition and against increasing odds, DIRECTV needed an angle. The Lowe Versus Lowe campaign took on Cables shortcomings by illustrating clear comparisons of the superior benefits DIRECTV offers over Cable television. The goal of the campaign was to convince people of DIRECTVs superiority and to call the 1-800 number to switch. Over the two quarters the campaign ran, new subscribers +50% YOY, of which 80% switched from Cable, revenue +5.4% ($734MM) and churn -4.2% (i.e. more people stayed with DIRECTV than churned out to the competition).

Brand: DIRECTV
Client: DIRECTV
Agency: Grey New York
Language: English

2016 BRONZE

Simpa popcorn - Fry as you wish!

Projekt Simpa "Prži kako hoćeš" sjajan je primjer kako se na temelju dobrih "insighta" može redefinirati proizvod i komunikacijska strategija te uspješno prodrijeti do jedne od najkompleksnijih ciljnih skupina, Generacije Y. Projekt je važan i po tome što predstavlja odluku Simpe da zanemari dugotrajan i zamoran rat cijena koji traje na tržištu te igra po vlastitim pravilima. Impresivni poslovni i komunikacijski rezultati ostvareni su uz promjenu komunikacijske platforme i neuobičajno za kategoriju, povećanje cijene proizvoda.

Brand: Simpa
Client: Hrvatski Telekom
Agency: BBDO Zagreb
Language: Croatian