Internet & Telecom

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

2007 BRONZE

It's Your Life In There

While Nokia had a high level of awareness, over time the brand began to lose momentum, experiencing declining sales and lost meaning with consumers. The challenge was to create a brand platform that would change the dialogue in the category and reverse the downward trend. The Nokia. It's your life in therecampaign did just that. It brought to life a new consumer truth and was delivered in a way that consumers could connect with. The result: dramatic changes in brand perception and an immediate share lift after seven downward quarters.

Brand: Nokia
Client: Nokia Mobile Phones
Agency: Grey Worldwide
Language: English

2006 GOLD

Working with Monkeys

CareerBuilder.com is the largest job Web site in the U.S. with more job seekers and job postings than Monster and Yahoo! HotJobs. But the brand trailed in the critical race for unaided awareness, which was slowing growth in job postings (revenue) and jobseeker traffic to CareerBuilder.com. This campaign was designed to rapidly improve unaided brand awareness by dramatizing one of the key reasons people leave jobs: too much incompetence in the workplace. The campaign far exceeded all expectations with unaided brand awareness growing more than 35%, job postings doubling and site traffic increasing more than 30%.

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

2006 GOLD

Raising the Bar

A moment in time - the merger of No. 2 wireless brand Cingular with No. 3 AT&T Wireless to create a new No. 1 - was leveraged to (1) jumpshift perceptions in order to neutralize the key competitor's perceived advantage in network quality; (2) reinforce loyalty among the combined customer base; and (3) create momentum by attracting new customers. All communications objectives were blown away within the first three quarters of the relaunch. A once great but dying brand was successfully merged with a vibrant challenger brand to create the new brand leader.

Brand: Cingular
Client: Cingular Wireless
Agency: BBDO North America
Language: English

FINALISTS

Airtel Giving India a lost piece of its history

T-Mobile Puerto Rico Global, sin límites

Entel Perú En familia ahorramos más con las nuevas Líneas Adicionales