Internet & Telecom

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

2011 SILVER

Power Trumps Pretty

iPhone dramatically changed the wireless category, driving AT&T to record sales and Verizon to a six year low in growth. Verizon needed its answer to the iPhone, and they brought the agency a thick, heavy phone on a then-unsuccessful operating system. By identifying the iPhone discontents and their values, we created a brand for the device and a rallying cry for iPhone discontents: power trumps pretty -smartphones should be about power and performance, not style. The result: the first true answer to the iPhone, with record sales and shattered goals

Brand: Verizon
Client: Verizon Wireless
Agency: mcgarrybowen
Language: English

2011 BRONZE

Map For That

Verizon Wireless was falling behind AT&T in new monthly subscription contracts. The iPhone had stolen people's hearts and minds. The shiny new device was on everyone's wish list, so, we had to point out its one big down-fall; the provider it runs on. Turns out Verizon Wireless has five-times more 3G coverage area than AT&T. What is the point of having the coolest technology if you can't access all of its power, all of the time? Verizon rallied the troops to spread the word, playing off iPhone's own strategy.

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

2010 GOLD

H*Commerce

Over the years, 'hacking' has grown into a multi-billion dollar industry intent on stealing the identities and assets of anyone online. To help people understand the magnitude of this phenomenon, McAfee gave it name: H*Commerce. We brought it to life through a feature-length film that told the real life stories of hackers and their victims. The film was promoted and housed on Stophcommerce.com which included information on how to protect your digital life with McAfee products. In three months, brand awareness increased 150%, ultimately redefining a brand and the category.

Brand: McAfee
Client: McAfee
Agency: Tribal DDB
Language: English

FINALISTS

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