Includes Business/Professional services such as accounting, consulting, legal, employment, etc.
As an expert in designing and building phone networks, Avaya was poised to enter the IP Telephony marketplace; however, before it could successfully capture the market, the brand needed to: become part of the consideration set of two; and, more importantly, provide a reason to "knock" Cisco out of the running...all with a fraction of their advertising dollars. The "Forklift" campaign leveraged Avaya's unique product proposition to establish the brand as the "anti-Forklifting" brand. The "Forklift" campaign exceeded consideration goals among non-customers, and resulted in Avaya's double-digit IP telephony shipments increases.
Agency: McCann Erickson
The Smarter Way
CareerBuilder.com entered the online recruitment category as a vehicle for the three largest newspaper groups to regain business lost to the Internet. But other brands dominated the category and set the rules -- run clever Super-Bowl advertising to convince people that they should be dissatisfied with their jobs. To succeed, CareerBuilder.com had to change the rules -- it would instead be about CareerBuilder is a smarter, easier way to find a better job, and its message would run with continuity and efficiency. After six months, unaided awareness of CareerBuilder had more than doubled and its share of job seekers increased over 5 points.
When IBM acquired PricewaterhouseCoopers Consulting in October of 2002, it faced a significant challenge: Clearly position the new unit against chief competitors McKinsey and Accenture and sell its new value proposition. The unit, named IBM Business Consulting Services launched with a campaign that simply described the value BCS provided to clients: Deeper. Nine months later after its launch, IBM Business Consulting Services is widely recognized as the global IT Consulting and Business Consulting Mindshare leader.
Client: IBM Corporation, Business Consulting Services
Agency: Ogilvy & Mather