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DirecTV : Petite Lap Giraffe
Cannes Creative Lions, Creative Effectiveness Lions, 2012
Coming into 2010/11, DIRECTV, the American direct broadcast satellite service provider, wanted to shift focus to retain high quality, loyal existing customers while maintaining high levels of new subscriber acquisitions.
Coming into 2010/11, DIRECTV, the American direct broadcast satellite service provider, wanted to shift focus to retain high quality, loyal existing customers while maintaining high levels of new subscriber acquisitions. The creative idea lay in Gregor, an impossibly wealthy oligarch, who requires the best of everything but also appreciates good value. Intended as a buzz-driving pop-culture icon, the element that gained the most attention was a miniature giraffe. DIRECTV used the "Petite Lap Giraffe" to create its own cultural currency and a faux breeder's site was developed that featured the DIRECTV branding without resorting to corporate references. During the Oligarch campaign period, DIRECTV saw a 27% y-o-y increase in net subscribers and the petitelapgiraffe.com site had over 10 million views from 185 countries in two weeks. Average revenue per user increased by 4% through the Oligarch campaign, while PetiteLapGiraffe.com increased ARPU by a further 2%.
Downy: Give us a week and we'll change your bed forever
Laura Rowan and Lisa Buckley, Warc Prize for Innovation, Entrant, 2012
Recession-hit US consumers thought that any fabric softener was good enough, a view that was threatening the market-leading Downy.
Recession-hit US consumers thought that any fabric softener was good enough, a view that was threatening the market-leading Downy. In order to build back equity and share, Downy needed to show users that Downy delivered a superior experience. Backed with a seven-day scent claim, Downy created a campaign that tapped into consumers' love of clean bedsheets. Its resulting 'Clean Sheet Day is now Clean Sheet Week' messaging included a testimonial-style TV commercial, print and digital activity as well as events. As a result, volume increased by 8%, distribution by 14% and household penetration by 4%.
Porsche: How Porsche Created New Relevance for a Revered Icon
Effie Worldwide, Silver, North America Effies 2012
The Porsche 911 - revered icon and heart and soul of the Porsche brand - was facing a precipitous sales decline.
The Porsche 911 - revered icon and heart and soul of the Porsche brand - was facing a precipitous sales decline. Its ultra-performance credentials made it an impractical purchase, as recession-impacted luxury sports car buyers were seeking every-day drive-ability. The "Engineered for Magic, Every Day" campaigned proved that the 911 - and in fact all Porsche sports cars - are built for daily life. In six months the campaign re-framed what people thought a sports car could be, and increased sales by 19%.
COVERGIRL Cosmetics: Take Beautiful Back
ARF Ogilvy Awards, Silver, Shopper Marketing, 2012
COVERGIRL, a US cosmetics brand owner, aimed to reach recession consumers who were cutting back on non-essentials with this campaign.
COVERGIRL, a US cosmetics brand owner, aimed to reach recession consumers who were cutting back on non-essentials with this campaign. The advertiser decided to innovate in order to create a new proposition that would cut through to wary buyers. After conducting an extensive range of shopper research, the brand positioned itself as offering quality at a value price. Marketing communications pointed out that COVERGIRL delivered product performance equal to that offered by department store brands. The firm also launched new products including Lashblast Length Mascara and Simply Ageless Concealer. Following the campaign, sales rose by 20% year-on-year.
Ameriprise Financial: Future Campaign
ARF Ogilvy Awards, Gold, Financial Services, 2012
Ameriprise Financial, the US financial planning company, was suffering from low awareness and a lack of trust following the 2008/9 financial crisis.
Ameriprise Financial, the US financial planning company, was suffering from low awareness and a lack of trust following the 2008/9 financial crisis. Its research revealed consumers no longer accepted the ideal of the "American Dream", and wanted truth and integrity from financial services providers. A Boomer-heavy "Responsible Mindset" segment of consumers were targeted with an integrated campaign, led by TV executions featuring the actor Tommy Lee Jones as spokesperson. The spots communicated key facts about Ameriprise's history of strength and stability, and also appeared online and through owned, retail media. Awareness of Ameriprise Financial's advertising increased 40% and its assets under management increased by 5%.
Audi A1: Chase
Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2011
The Audi A1 was launched in Ireland in October 2010, with the motor industry still struggling in the economic downturn.
The Audi A1 was launched in Ireland in October 2010, with the motor industry still struggling in the economic downturn. This was the first time Audi had a presence in the super mini segment. Campaign targets were spread between awareness, customer demands and building a brand and a niche in a category dominated by strong personality brands and skewing towards a younger audience (20-35 years old) than Audi were used to. To reach this market, the main channel used by Audi was a social media game, The A1 Chase, with this activity supported by traditional ATL communications. The gameplay lasted two weeks and culminated in a brand activation event: a live Chase, held in Dublin city centre.
CrossCountry Trains: 2010 Price Freeze
Ian Lloyd Jones, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards 2011
This campaign, for CrossCountry Trains, used an insight into the recessionary mentality of rail travellers and the application of learnings from behavioural economics to build ROI.
This campaign, for CrossCountry Trains, used an insight into the recessionary mentality of rail travellers and the application of learnings from behavioural economics to build ROI. It prioritised two audience segments at very different lifestages: Student Lifestyles and Carefree Retirees. The creative was based around two facts: that CrossCountry trains had frozen advance fares for people who booked online, and that the company wanted to help users find cheap train tickets and would not charge a booking fee. The campaign incorporated TV, Radio and online display. During the campaign, CrossCountry’s year-on-year growth outperformed growth across the industry.
American Express: Small Business Saturday
Jay Chiat Strategic Excellence Awards, Gold, 2011
American Express OPEN was looking for ways to help small business customers be successful. But the needs of U.S.
American Express OPEN was looking for ways to help small business customers be successful. But the needs of U.S. small businesses were changing. As small businesses started to emerge from the recession, their most pressing need was to get and retain customers. American Express's business model presented a 'closed loop' advantage: the largest issuer of payment cards, with a merchant relationship with millions of small retailers. So American Express began Small Business Saturday - a major one-day event that invited Americans to join together to support their local small businesses. It launched on November 27, 2010, during the biggest shopping weekend of the year, to drive business to small businesses and ignite a 'shop small' movement. In a year when holiday sales increased less than 4%, that weekend saw overall sales up 9%. And small retailers saw sales to customers using their American Express Cards jump 28%.
Heineken Italia: Are you still with us?
Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2011
In 2008 Italians drank a million fewer hectolitres of beer than in 2007. Heineken wanted to launch a campaign to arrest its declining sales while maintaining the premium image of the brand and fostering a greater sense of loyalty towards it.
In 2008 Italians drank a million fewer hectolitres of beer than in 2007. Heineken wanted to launch a campaign to arrest its declining sales while maintaining the premium image of the brand and fostering a greater sense of loyalty towards it. The that campaign launched in 2009 involved a series of practical jokes which poked fun at Italian men asking them "are you still with us?" This was intended to appeal to men's desire to remain young and carefree and it targeted 25 to 34 year olds as they were thought less likely to switch to a cheaper beer. The model used demanded high impact creative work that only targeted a few people but which would be overheard by a larger group. The most famous of the stunts involved 450 men attending a fake concert with their partners on the day of a vital Champions League match only to be asked 15 minutes in, "how could you miss this match? Are you still with us?" This event was secretly filmed and became a sensation on television and online. The campaign succeeded in allowing Heineken to make positive sales for the first time in many months and increased affection towards the brand.
Cannes Creative Lions, Creative Effectiveness Lions, 2011
Vodafone’s ’Symphonia’ campaign aimed to boost sales in New Zealand over the 2009 Christmas period. Vodafone had been underperforming due to a combination of a new market entrants, service issues and huge spend from Telecom advertising causing core brand measures to trend downwards.
Vodafone’s ’Symphonia’ campaign aimed to boost sales in New Zealand over the 2009 Christmas period. Vodafone had been underperforming due to a combination of a new market entrants, service issues and huge spend from Telecom advertising causing core brand measures to trend downwards. It was essential for the company to have a profitable festive period, with this in mind its campaign of Symphonia adverts were designed to recreate Tchaikovsky’s 1812 Overture using the SMS alert sounds of 1000 mobile phones. The process was filmed to create two documentary short-films but also to show the musician using the ‘$2 for 2 hours calling’ product and the ‘Prepay Mobile Broadband’ product’s many functions to help him execute the performance. All of the handsets used to play the overture were on special for Christmas, a way of highlighting Vodafone’s products. The campaign demonstrated with the products on offer for Christmas that "It’s amazing what you can do with Vodafone." Success of the campaign gained Vodafone a 15% increase on handset sales, Christmas sales targets beaten by over 19% and for every dollar spent, Symphonia delivered a return of $24.51 revenue and $3.06 EBIT.
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