Internet & Telecom

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

2002 SILVER

Real Internet

EarthLink disrupted the conventions of the Internet category by making people care about the choice they were making in an ISP, and believe that to join Earth Link was to cast a vote for the Real Internet. Earth Link advocated the right way to get online and to be online, and will continue to be a place for people to turn then they find that their current Internet experience isn't living up to the ideal.

Brand: Earthlink
Client: Earthlink, Inc.
Agency: TBWA\Chiat\Day
Language: English

2002 BRONZE

Cingular Wireless National Brand Launch

Cingular Wireless, a company formed by a merger of 11 companies, launched in January 2001 with 20 million customers and no brand awareness. The challenge was to create 40% brand awareness in six months and establish a unique personality for Cingular, differentiating it from its competitors.

Brand: Cingular Wireless
Client: Cingular Wireless
Agency: BBDO Atlanta
Language: English

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

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