Internet & Telecom

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

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

2001 SILVER

Real History

Even though Carfax had built a strong car dealer customer base for more than 14 years, they decided it was time to launch their first campaign to consumer used-car buyers in April 1999. The challenge was to teach consumers about the benefits of a virtually unknown product - a Vehicle History Report - and drive traffic to the site. The "Real History" campaign surpassed awareness, site traffic and sales goals. After the first two weeks of the campaign launch, sales leaped 300%. And, the increased sales continued throughout the campaign. In August 2000, revenue is up 360% compared to August 1999.

Brand: Carfax
Client: Carfax, Inc.
Agency: The Martin Agency
Language: English

FINALISTS

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