Internet & Telecom

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

2001 SILVER

Cellular Outrage

SkyTel's two-way paging business was being eroded as people migrated to ever-cheaper cell phones. This campaign exposed the only vulnerability cell phones had: the annoyance they caused in situations where people shouldn't be on the phone. "Cellular Outrage" effectively positioned SkyTel's two-way paging as a way to let users "talk" silently, and avoid alienating those around them.

Brand: SkyTel
Client: SkyTel Communications, Inc
Agency: Suissa Miller Advertising
Language: English

2001 BRONZE

Sprint 1000

This is a case of how 3rd place long-distance company Sprint, living in the shadow of telecom giants AT&T and MCI, in a category that spends in excess of a billion dollars in advertising, broke the category mold and successfully introduced a revolutionary new way of buying long distance service.

Brand: Sprint
Client: Sprint
Agency: McCann-Erickson New York
Language: English

2000 GOLD

Why can't you?

Excite had come on strong in the search engine/portal business, yet its awareness and brand perception severely lagged its market position. Rather than fight Yahoo head on, this campaign seeks to associate Excite with an intelligent ease-of-use that has increased preference on a lower budget than its competition.

Brand: Exite.com
Client: Excite
Agency: Lowe and Partners
Language: English

FINALISTS

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