Internet & Telecom

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

2005 GOLD

Time to move on

CareerBuilder.com's market share in the online recruitment category was in a solid third place. It was time for the brand to become noticed and live up to its product offering of more jobs than the competition. To succeed, CareerBuilder.com's communications empathized with the job seeker, and the message ran at times when job seekers would be most receptive to the advertising. After the first month of the campaign, CareerBuilder.com catapulted to the category share leader and continues to maintain that position today.

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

2005 SILVER

"IN" Calling Launch

In the midst of price and minute wars as well as the onset of wireless portability, Verizon Wireless' goal was to grow their existing customer base and reduce churn. To accomplish this, Verizon Wireless differentiated the mobile-to-mobile offering by branding the benefit and creating a sense of movement: Are you in? As a result, Verizon Wireless experienced an industry-leading first quarter record net new customers, which led to record first half sales. They also added more subscribers than AT&T Wireless, Nextel, Cingular and Sprint PCS combined; further they reduced churn to the lowest in the industry.

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

2005 BRONZE

Nextel. Done.

Free from competition most of its history, Nextel, smallest national wireless carrier, operated in isolation, building its blue collar base with its industrial grade walkie-talkie cell phone. Nextel's niche was shattered in 2003 when the three largest carriers announced plans to launch walkie talkie phones and target Nextel's valuable customers. The task was clear, maintain pre-competition performance. The campaign needed to drive broad consideration (beyond blue collar) and product desirability through differentiation, shared values and creative impact. The campaign positions the brand against competition, conveys the values of prospects, and has maintained or exceeded pre-competition growth levels during the first year and the lowest churn levels of industry despite fierce competition.

Brand: Nextel
Client: Nextel Communications, Inc.
Agency: TBWA\Chiat\Day New York
Language: English

FINALISTS

CLARO CUANDO MAMÁ LLAMA

CLARO CUANDO TE CONECTAS, TODO ES MÁS CHÉVERE

Movistar Con Movistar, esta Navidad provoca dar.