Agency: Belgiovane Williams Mackay | Authors: Hristos Varouhas, Jamie Mackay and Kent Pearson |
BigPond – Why emotional differentiation wins
Gold Award – Campaign for Established Service BrandsWinner of the Research International Grand PrixAgency: Belgiovane Williams MackayClient: BigPondService: Broadband Internet
SYNOPSIS
This case is a story of how planning encouraged the category leader to challenge themselves and by doing so deliver, not only a step change in share growth, but also build the brand's differentiating equities that champion consumer relevance.
The planner moved messaging on from 'rational benefit-led' to 'emotional engagement' by using research to reaffirm...