Effie Worldwide

Business-to-Business

This category is for marketing efforts from businesses targeting other businesses. Business-to-business efforts for any type of product or service, from any marketplace segment, are eligible to enter.

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Video

Fortune Cat

Business Insurance is a product that our target audience saw as taboo, or at best, a necessary evil. Even then, UOB decided to advertise it for the first time. But instead of falling victim to category tropes, UOB took a different approach. By demonstrating a deep understanding of the mentality of small businesses, UOB repositioned Business Insurance into a culturally relevant purchase. Through a highly-targeted social video, UOB was able to drive awareness and consideration of UOB Business Insurance, ultimately delivering a 4-fold growth in leads for policies.

  • Brand: UOB (UNITED OVERSEAS BANK)
  • Client: UOB
  • Agency: BBH ASIA PACIFIC
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Video

Watson Gets to Work

IBM needed its star product (artificially intelligent “IBM Watson”) to be seen, not as a curiosity for the future, but as the must-have tool for business today. The ‘Watson at Work’ campaign used a drumbeat of content to show Watson in his proper context: already hard at work, among real businesses, delivering real results. Prospects were converted from the “maybe later” crowd into “adopt today” zealots 6.5x faster than forecast.

  • Brand: IBM
  • Client: IBM
  • Agency: Ogilvy
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Pdf

HP The Wolf

It’s time to rethink your office printer. “The Wolf,” a dramatic episodic series starring Christian Slater, exposes the many ways in which a hacker can bring down an organization through one of the most overlooked office devices: the printer. The campaign fundamentally shifted the perception of printer security and the HP brand among IT professionals and and brought declining industry B2B printer sales up by 6%.

  • Brand: HP
  • Client: HP
  • Agency: Giant Spoon
2018_in_2018_87_hero_1 Paytm How Paytm won over the Kirana store Uncle
2018_in_2018_86_hero_1 IBM 30 day developer challenge
2018_na_2018_e-2821-149_hero_1 United States Postal Service USPS Political Mail
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