Internet & Telecom

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

2009 GOLD

Plan B Not Required

Cars.com doesn't sell cars. A large portion of its revenue comes from dealers. Yet, the young car -buying target audience perceives negotiating with dealers to be a painful process. Cars.com needed to not play into the negative dealer stereotype and to convince this group that car shopping could be a positive experience. The strategy: Fuel up on information so you don't have to resort to "Plan B." The spirit of the Super Bowl game was leveraged to demonstrate why you don't need a defensive strategy when buying a car.

Brand: Cars.com
Client: Cars.com
Agency: DDB Chicago
Language: English

2009 SILVER

World's Loudest Pep Rally

The challenge: Activate AT&T's college football partnerships, drive consumer engagement and create target-relevant exclusive content that could be delivered across three screens: wireless, broadband and TV. The solution was the chance to win something so compelling -a pep rally featuring Dave Matthews Band -and drove participation at universities across the country. The "World's Loudest Pep Rally" received more than 3 million invitations and was streamed live from West Point last November.

Brand: AT&T
Client: AT&T
Agency: The Marketing Arm
Language: English

2008 BRONZE

Chad & The Sales Guys

With merely 5% market share, 3% share of voice, and key competitors spending $500 million - $1.9 billion annually on advertising, Alltel faced a daunting challenge: Increase subscribers by 8% in its high-penetration, slowing-growth category. Through a gutsy campaign featuring "Chad and The Sales Guys," Alltel built strong demand for two category-changing services: My Circle and Anytime Plan Changes. In doing so, Alltel enhanced its brand image, exceeded its growth goal by 61% and achieved the category's lowest customer acquisition cost (more than twice as efficient as AT&T or Verizon).

Brand: Alltel Wireless
Client: Alltel Wireless
Agency: Campbell-Ewald
Language: English

FINALISTS

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