Internet & Telecom

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

2007 GOLD

The Slowskys

The race to get high-speed internet subscribers was heating up, the category was full of mud-slinging messages, and Comcast's product was nearly three times the cost of the competition's. This is the story of how Comcast entered the fray and built value for its high-speed internet offering with advertising that disarmed and endeared people. It not only prevented current customers from leaving the brand, but resulted in record growth in new subscribers.

Brand: Comcast
Client: Comcast
Agency: Goodby, Silverstein & Partners
Language: English

2007 SILVER

It's The Network

After years of exponential growth, the wireless category reached maturation. While Verizon Wireless and its iconic can you hear me now messaging secured brand leadership in voice reliability, competitive messaging was encroaching on this positioning. We upped the ante from voice reliabilityto network superiority,extending the role of the test mancharacter to the leader of the Network - a personification of the company's technological expertise and breadth of capabilities. Communications defended and extended VZW's leadership beyond coverage; the brand outperformed the competition - setting historic records in subscriber growth and loyalty.

Brand: Verizon
Client: Verizon Wireless
Agency: McCann Erickson
Language: English

2007 BRONZE

Street Teams

With the innovative use of Street Teams, CareerBuilder looked beyond traditional communications and created a highly engaging way for consumers to interact with the brand. Street team members were dressed in ridiculous costumes such as giant plungers, giant tape dispensers, and giant pairs of underpants. The teams - designed to spark a brief empathetic connection with consumers - passed out postcards that read, Is your job worse than mine? Check out CareerBuilder.com.With a limited budget, the objective was to build awareness for CareerBuilder by generating media coverage of the program.

Brand: Careerbuilder.com
Client: CareerBuilder
Agency: Cramer-Krasselt
Language: English

FINALISTS

Airtel Giving India a lost piece of its history

T-Mobile Puerto Rico Global, sin límites

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