Internet & Telecom
Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.
FILTER BY:
PROGRAM
2000 SILVER
Old Links
The HotBot 'Old Links' TV campaign was created to add value to a 'commodity' internet product which users did not even have to pay for. The campaign, which starred octogenarian information links, exceeded the goals set for it within 5 months - raising awareness of the brand with breakthrough advertising, driving traffic to the site at unprecedented levels and contributing to Hot Bot's bottom line by increasing the value of advertising on the site. The campaign did this by establishing a simple and relevant point - that in order to 'search smarter' and avoid wasted time and effort, web searchers needed the smarter, updated Hot Bot engine to help them.
Brand:
HotBot
Client:
Wired Digital
Agency:
Goodby, Silverstein & Partners
Language:
English
2000 SILVER
2000 SILVER
Night Fever
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, was able to make the other guys blink. Embroiled in a price war. Sprint had to find a new way, beyond absolute price, to deliver value to the customer. Through careful target selection and keen consumer insight Sprint's "Night Fever" campaign generated the highest call volume and sales rate of any new product launch in Sprint's history. Additionally, it derailed both AT&T's and MCI's existing strategies, requiring them to quickly change focus, and aggressively respond to the underdog.
Brand:
Sprint
Client:
Sprint
Agency:
McCann-Erickson New York
Language:
English
FINALISTS
CLARO
CUANDO MAMÁ LLAMA
CLARO
CUANDO TE CONECTAS, TODO ES MÁS CHÉVERE
Movistar
Con Movistar, esta Navidad provoca dar.
