Internet & Telecom

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

2002 BRONZE

If You Want It

eBay has become one of the pop-cultural reference points of the past 5 years. However, despite its rapid growth, the public definition of eBay had not kept track with evolution of the site. While popular and media definitions of the site characterized eBay as an on-line junkskop/fleamarket the reality is far different. eBay requires a advertising campaign which could begin to redress the balance of the brand and bring it more into alignment- not just for collectors, collectibles and rare occasions but for anyone, anything and everyday. The "If you want it" campaign was launched with the intention of shifting the perceptions of the eBay brand and user to drive increased numbers of unique visitors to the site - the campaign more than succeeded in its aim.

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

2001 GOLD

Personalization

In the mobile phone industry, service providers are the dominant brands, even more so than the actual handset manufacturers. Nokia set out to change that, re-creating themselves through design, attitude and advertising as the personal brand of mobile technology. As a result, the now acclaimed Nokia brand is synonymous with self-expression and Personalization.

Brand: Nokia
Client: Nokia Mobile Phones
Agency: The Richards Group
Language: English

2001 GOLD

Laurel Lane

A huge range of companies, brands and technologies are battling to own 'broadband internet access'. Pacific Bell faced several key challenges in this fight: despite technical advantages, its DSL product trailed Cable Modem; its brand was not associated with hi-technology products; and potential consumers were deeply confused by the different options available. Goodby Silverstein & Partners harnessed consumers' frustration with the Internet, and their suspicion of cable technology, to cut-through the clutter as the option that was "Always Fast, Never Shared." The resulting Laurel Lane campaign has effected a turnaround as speedy as the product itself, putting Pacific Bell in the driving seat for the race to 'own broadband'.

Brand: SBC Communications- Pacific Bell
Client: SBC Communications
Agency: Goodby, Silverstein & Partners
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