Business & Office Supplies

Fax machines, copiers, supplies, furniture, etc.

FILTER BY:

PROGRAM

2006 GOLD

The Easy Button

Staples' overall goal was to distinguish itself in a category where consumers donít see much difference among retailers. In addition, Staples needed to generate an increase in sales and income and increase overall brand-recall scores based on brand-tracking research results. This campaign helped Staples accomplish these results in addition to reinforcing the brand messaging, which helped the chain hold its leadership position in this competitive category.

Brand: Staples
Client: Staples. Inc.
Agency: McCann Erickson
Language: English

2004 GOLD

Rewards

The digital copier/printer market is a $24 billion, highly competitive market with many brands competing for share. It is made up of six key segments defined by the number of pages printed per minute. Each segment has multiple targets because the decision process, which is quite complex, requires involvement and approval from many areas in the organization. Canon was a leader in four of the six segments and wanted to challenge Xerox for leadership in all segments. We uncovered a universal truth about copier/printer decision-makers. People wanted recognition for making the "right" decision. The "Rewards" campaign humorously demonstrated the recognition our customers could achieve by making the "right" decision by choosing Canon. Canon is now the brand leader across all segments.

Brand: Canon
Client: Canon USA, Inc.
Agency: DCA Advertising
Language: English

2004 SILVER

Bold Expressions

Sharpie had a dominant share of the category (74%), but the brand was stagnant. There was no momentum or energy behind the brand. Consumer perception was based on one product and problem, pervious advertising failed to carve out an emotional consumer insight: using a Sharpie to make a lasting impression and inviting consumers to "Write Out Loud" with their range of products. As a result, Sharpie was able to increase total sales incrementally versus YAG (+27.5%) by driving growth of new and existing products.

Brand: Sharpie
Client: Sanford Corporation
Agency: McCann Erickson
Language: English