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1.
Strongbow - Bowtime
Mandi Taylor, Robert Thurner and Celina Bublik, Institute of Practitioners in Advertising, IPA Effectiveness Awards 2009
This paper explains how an imaginative mobile phone-centric campaign persuaded core Strongbow drinkers to engage meaningfully with the brand and increase the frequency of their purchases. In 2007, res
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2.
Stanley Tools - Stanley 'Judgement Day': The Case for Turning Communications Inside-Out
Charlotte Turland, Jacqui Power, Tony Holmes, Andy Aston, Duncan Nealon and Nicola Sutton, Institute of Practitioners in Advertising, IPA Effectiveness Awards 2009
This paper demonstrates the power and effectiveness of advocacy. In 2006, Stanley launched a new product range called Stanley FatMax XL as part of its strategy to win back the affections of profession
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3.
Swinton Taxi Division - Swinton Mystery Tipper Campaign
Adrian Rowe, Helen Lawson, Katharine Allen, Amy Estcourt, David Savage and Rhian Thomas, Institute of Practitioners in Advertising, Silver, Best Small Budget, IPA Effectiveness Awards 2009
This paper shows how powerful iconic imagery was used to inject new life into the fragmented and competitive world of taxi insurance. After a period of rapid growth up to 2002, Swinton's taxi division
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4.
Maximuscle - Normalising a Category and Growing a Brand
Lucas Brown, James O'Shea and Drew Barnes, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards 2009
This paper shows how Maximuscle widened its audience in the sports nutrition category. In order to realise the growth potential of the brand, Maximuscle needed to reach out to a broader lifestyle gym
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5.
Microsoft - Because It's Everybody's Business to Take It Personally
Jay Chiat Strategic Excellence Awards, Honorable Mention, 2009
Microsoft has always been synonymous with desktop. But for years it has been trying to gain a foothold in the software market. In order to make Microsoft a credible player in this market, it had to ma ...
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6.
Bravo - meet the affluencers
ARF Ogilvy Awards, Business-to-Business, Silver, 2009
A 2008 campaign for Bravo TV channel. Objective: to inform and convince business advertisers that Bravo's audience profile (affluent, upscale, trendy adults) was important for them to reach. Research
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7.
IBM Corp. - Stop Talking, Start Doing.
New York American Marketing Association, Silver, Global, Effie Awards 2009
The objective of this campaign was to shift perceptions of IBM from a mere technology company to the marriage of the world's best technology expertise and business thinking. The creative idea was simp ...
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8.
Armstrong - Unreal
New York American Marketing Association, Bronze, Household Furnishings & Appliances, Effie Awards 2009
Consumers have always thought of Armstrong as a trusted flooring company but were unaware of all the product forms Armstrong offers. Moreover, laminate floors were typically considered to be an inferi ...
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9.
JetBlue - Reclaiming JetBlue
New York American Marketing Association, Bronze, Transportation, Effie Awards 2009
When JetBlue first launched, the airline challenged industry conventions. JetBlue brought humanity back to air travel, offering a great experience for low fare and created many fans. Seven years later ...
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10.
Electrolux - Be Even More Amazing
New York American Marketing Association, Silver, Household Furnishings & Appliances, Effie Awards 2009
In spring 2008, Electrolux, known for vacuum cleaners, introduced a new kitchen appliance line in North America, a cluttered category with brands such as LG, GE and Samsung. A multimedia campaign with ...
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11.
U.S. Marine Corps - The Few. The Proud. The Marines.
New York American Marketing Association, Silver, Sustained Success, Effie Awards 2009
Since fiscal 1998, Marine Corps Recruiting Command has met its annual recruiting goal every year while maintaining the highest enlistment standards and sustaining a commanding lead in the Tough Elite ...
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12.
Coca-Cola Zero - Coke/Coke Zero Taste Similarity
New York American Marketing Association, Silver, Beverages Non-Alcohol, Effie Awards 2009
Coke Zero needed to convince skeptical guys 18-to-34 that Coke Zero really does taste like Coke. The strategy was to develop an integrated campaign around the idea of taste similarity, relying on irre ...
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13.
Teleflora: America's Favorite Mom Promotion - Mother's Day 2008
New York American Marketing Association, Silver, Retail, Effie Awards 2009
With increasing competition from new outlets and stronger brand recognition for key competitors, Teleflora and its network of local retail florists faced declining sales. Mother’s Day, the single larg ...
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14.
The San Francisco Zoo - Critter Quest
New York American Marketing Association, Bronze, Non-Profit, Pro-Bono & Public Service, Effie Awards 2009
On Christmas day, 2007, a zoo visitor was mauled to death by a tiger. In the aftermath, media frenzy ensued, and attendance plummeted 66% from the previous year. The zoo rushed to fix the problem by b ...
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15.
Minnesota Wild - The State of Hockey
New York American Marketing Association, Bronze, Sustained Success, Effie Awards 2009
Skepticism of pro sports was rampant when Minnesota hockey fans had their team, the North Stars, stolen by Dallas. To launch a new team, the fans' passion became the focus as another community was cre ...
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16.
jetBlue Airways - Reclaiming the soul of the brand
Jay Chiat Strategic Excellence Awards, Non-winning entrant, 2009
No shortened abstract available
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17.
Bayer Schering Pharma - The Gimmicks Can Go
Advertising Federation of Australia, Silver, Australian Effie Awards, 2009
This article details how Bayer Schering Pharma connected doctors with testosterone deficient patients, educating them about an insidious male condition, which is extremely difficult to detect as its s
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18.
Commonwealth Bank - Talking Asset Finance
Advertising Federation of Australia, Silver, Australian Effie Awards, 2009
Asset finance is the backbone of Australian enterprise. The ability to borrow funds to expand industry is absolutely essential to keep the nation on the move. In a contracting market, Commonwealth Ban
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19.
Pfizer Australia - Spotlight on cholesterol
Advertising Federation of Australia, Gold, Australian Effie Awards, 2009
High cholesterol affects up to 50% of the adult population in Australia, but few of them are aware they have the condition. Pfizer Australia wanted to persuade the Australian population that having a
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20.
Royal Mail - Grow
Craig Mawdsley, Adrian Hoole, Nick Keppel-Palmer and Tania Harwood, Account Planning Group - (UK), Bronze, Creative Strategy Awards, 2009
Royal Mail is one of the UK's best-known brands, but has also recently faced two sizeable challenges. The first was the formal introduction of competition in its category, taking away 20% of the marke
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21.
Golf VI - Experience real Golf VI
European Association of Communications Agencies, Bronze winner, 2009
Volkswagen was faced with the problem of launching the latest version of the Golf IV in the middle of a recession which particularly affected the car market. Their objectives were to gain market shar ...
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22.
Barclays Wealth - Barclays Wealth brand launch
European Association of Communications Agencies, Gold winner, 2009
Barclays owned five wealth management businesses in a category with little brand differentiation. Merging these into one unit, Barclays Wealth, made promoting it easier as a single defensible brand. ...
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23.
Parodontax - In your sink
European Association of Communications Agencies, Silver winner, 2009
Amongst oral care brands in Europe, the gum care segment was underdeveloped, accounting for only 7%. However, 48% of adults claim to suffer from bleeding gums, but the general perception is that this ...
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24.
Scottish Executive - The great Scottish teacher round-up
Charlie Crawford and Ken Dixon, Institute of Practitioners in Advertising, IPA Effectiveness Awards 2008
Early in the 21st century, Scotland needed teachers, not because of a problem related to staffing levels, but as a consequence of a commitment by the Scottish Government to reduce class sizes in order ...
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25.
Lucozade Sport - Doubling sales by focusing on less
Chris Binns, James Joice and Clare Newman, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards 2008
Over the past three years, Lucozade Sport has doubled in size, largely as a result of its stated aim of engaging a smaller group of consumers in in-depth conversations. Research revealed that the grea ...
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26.
Integrity Windows & Doors - New Product Development Lab
New York American Marketing Association, Bronze, Agricultural, Industrial & Building, Effie Awards 2008
Integrity Windows and Doors wanted to position its composite fiberglass product range in a way that would directly take on vinyl - the Goliath of its category. To do so, it would have to convince buil ...
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27.
Sheetrock - Down with Dust
New York American Marketing Association, Silver, Agriculture/Industrial/Building, Effie Awards 2008
USG wanted to create awareness, stimulate trials and increase sales of revolutionary dust control joint compound - Sheetrock - that dramatically reduces airborne dust during drywall sanding. The prima ...
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28.
Cisco Systems - Welcome to the Human Network
New York American Marketing Association, Silver, Corporate Reputation/Image/Identity, Effie Awards 2008
The advent of Web 2.0 had profound implications for Cisco. The company's success in the late-1990s had made it synonymous with internet hardware, but the brand was not perceived as playing a similar r ...
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29.
Toyota - Tundrazo
New York American Marketing Association, Silver, Hispanic, Effie Awards 2008
The full size pickup sector is one of the highest volume segments in the Hispanic market. It is also traditionally dominated by domestic brands. As such, while Toyota leads the Hispanic market in term ...
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30.
Svedka - Voted #1 Vodka of 2033
New York American Marketing Association, Silver, Beverages, Alcohol, Effie Awards 2008
With over 260 new vodka brands being launched in the US over a four year period, Svedka wanted to stand out in a cluttered market. In an effort to achieve this, its marketing goal was to create a tota ...
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