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1.
Tourism Queensland - The best job in the world
Jay Chiat Strategic Excellence Awards, Silver, 2009
Despite the fact the Great Barrier Reef was a world-heritage listed Natural Wonder of the World, the 'islands' of the region were relatively unknown. This campaign aimed to drive international interes
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2.
Teach India: When over two million unlettered Indian kids said 'Jai Ho'
Jay Chiat Strategic Excellence Awards, Gold, 2009
India is home to one in three illiterates on the planet and 75 million of them are children. Against this, India is also home to the largest number of English educated people. The Times of India (TOI) ...
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3.
AT&T - World's Loudest Pep Rally
New York American Marketing Association, Silver, Telecom Services, Effie Awards 2009
"The challenge: Activate AT&T's college football partnerships, drive consumer engagement and create target-relevant exclusive content that could be delivered across three screens: wireless, b ...
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4.
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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5.
O2 - Orgy of Fun
WARC-WOM, Best Accelerator Award, 2008
Traditionally, O2 have been popular amongst students, but Orange had launched a highly successful campaign helping it to leapfrog the brand into first place. This word of mouth campaign aimed to win b ...
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6.
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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7.
New Orleans Recovery School District - Why You Teach
New York American Marketing Association, Bronze, Government, Institutional & Recruitment, Effie Awards 2008
The New Orleans Recovery School District (RSD) needed 500 teachers to accommodate a large expected influx of fall 2007 students. The area's system had consistently been ranked as one of the worst in t ...
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8.
Southern Nevada Water Authority - Compliance Campaign 2007
New York American Marketing Association, Silver, Government/Institutional/Recruitment, Effie Awards 2008
The Southern Nevada Water Authority (SNWA) is a cooperative agency that was formed in 1991 to address the desert region's unique water needs. For years, it has been telling residents to conserve water ...
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9.
New Zealand Netherlands Foundation - World Press Photo Exhibition 2006
The Communication Agencies Association of New Zealand, Gold, Advertising Effectiveness Awards 2007
The World Press Photo Exhibition is one of the world's most prestigious exhibitions of international current affairs photography. Hosted in Wellington the fifth time in 2006, it provided a stark accou ...
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10.
Malibu - Soundclash
Promotional Marketing Council, Bronze, IMC European Awards 2007
Malibu is one of the fastest growing spirits brands in the UK, but statistics showed it was losing saliency, particularly amongst women aged 18-24. Increasing relevance and credibility amongst this gr ...
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11.
Laphroaig - Friend get Friend
Promotional Marketing Council, Bronze, IMC European Awards 2007
Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline ...
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12.
Nrc.next - Selling subscriptions to a free generation
Promotional Marketing Council, Silver, IMC European Awards 2007
The new newspaper nrc.next was facing the challenge of persuading the 'free-of-charge-generation' to read a newspaper they have paid for. Following the product's launch in early 2006, it aimed to attr ...
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13.
Staedtler - Erase this letter
Promotional Marketing Council, Silver, IMC European Awards 2007
STAEDTLER is one of the oldest and most respected stationary-brands in the world, but in recent years the brand has faced tough competition from cheaper alternatives. The company wanted to improve its ...
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14.
Yahoo! Inc.: Do You Yahoo!? campaign
Chris Amorosino, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1849-1857
Yahoo!, one of the early stars of the Internet, was launched in 1993 as Jerry's Guide to the World Wide Web, offering early users of the Web a way to navigate the quickly expanding Internet ...
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15.
Turner Broadcasting System, Inc.: Tbs Very Funny campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1659-1665
Although it reached 88 million households in 2003, the daily average viewership of the cable Turner Broadcasting System (TBS) Superstation had dropped to 979,000, down 6 percent over the previous ye ...
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16.
Sprint Nextel Corporation: Dime Zone campaign
Anita Coryell, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1543-1556
It was in 1995 that Sprint Corporation launched its national "Sprint Sense," an advertising and marketing campaign to sell long-distance phone service. The idea behind "Sprint Sen ...
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17.
Sierra Club: Hybrid Evolution campaign
Guy Cunningham, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1509-1512
By the early twenty-first century, the Sierra Club, one of the oldest and largest environmental advocacy groups in the United States, boasted a membership of more than 700,000. One of the principal co ...
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18.
Priceline.com Incorporated: Troubadour campaign
Kevin Teague, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1369-1372
In 1996 entrepreneur Jay Walker came upon a startling statistic: every day airlines flew with an average of 500,000 empty seats. The revelation spurred Walker to create priceline.com, a website that e ...
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19.
Nordstrom, Inc.: Make Room For Shoes campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1181-1187
According to Forbes magazine, Internet and catalog shoe shopping was a $2 billion business in 1999. Clothing retailer Nordstrom, Inc., which had launched an Internet subsidiary—Nordstrom.com ...
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20.
Nissan North America, Inc.: Enjoy The Ride campaign
Mariko Fujinaka, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1171-1180
Nissan launched the biggest marketing effort in its history, the "Enjoy the Ride" campaign, in August 1996. The $200 million budget was four times the previous budget and placed Nissan b ...
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21.
Nissan North America, Inc.: Own One And You'll Understand campaign
Cynthia Tokumitsu, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1171-1180
In the 1970s and 1980s the luxury component of the U.S. auto market stayed relatively immune from the threats of Japanese competition, which was able to zero in on the budget and mid-priced segments ...
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22.
General Motors Corporation: Start Something campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.631-656
Once the crown jewel of the General Motors Corp. (GM), the Oldsmobile division had fallen on hard times. As a result, GM went so far as to contemplate terminating the venerable Oldsmobile nameplate, ...
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23.
Eastman Kodak Company: Tall Tales campaign
Susan Steiner, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.479-491
In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was u ...
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24.
Conseco, Inc.: Protect/Create Wealth campaign
Debbi Mack, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.367-370
Although Conseco, Inc., an insurance and financial services company, had become large and successful through acquisitions, it had little name recognition even among agents working for its various unit ...
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25.
Abercrombie & Fitch: A & F Quarterly campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.9-13
Once renowned for supplying the rich and famous of America with outdoor gear, Abercrombie & Fitch (A & F) went bankrupt in the 1970s and was reinvented in the late 1980s as an apparel re ...
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26.
Training and Development Agency for Schools - A class act: how communications averted the teacher recruitment crisis, 1998-2005
Ric Nicholls, David Bassett and Sergen Ozbek, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2006
This paper describes how a campaign for the Training and Development Agency for Schools (TDA) from 1998-2005 averted a serious decline in teacher recruitment, and resulted in the number of people ente ...
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27.
BBC - 50 Pints or a TV Licence?
Adrian Hoole, Debi Bester, Kate Harding, Paul Sturniolo, Arabel Thomson and Peter Kirk, Institute of Practitioners in Advertising, Best Integration & Gold, IPA Effectiveness Awards, 2006
This campaign for the BBC sought to persuade students that they needed to buy a TV licence. This paper covers three campaign periods from 2003-2006, all of which had the objective of educating student ...
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28.
ABN AMRO (Netherlands) - The bank for first-year students
Promotional Marketing Council, Gold, PMC European Awards 2006
When students begin their further education they feel the need for a good Bank that offers a special student account, and ABN Ambro perceives students as potential future high earners. In Dutch the wo ...
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29.
Volkswagen Golf GTI - For Boys Who Were Always Men
European Association of Communications Agencies, Gold winner, 2006
In 2004 Volkswagen launched a new Golf GTI, whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused ...
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30.
Discreet Tanga - Boy
European Association of Communications Agencies, Gold winner, 2006
Breaking with category communication standards, coming up with insightful strategy and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European mar ...
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