Carpe Diem - Products
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.
IBMs Watson communications ensured that a computer competing on Jeopardy! became a business and cultural phenomenon, and turned a game into serious commercial payback. To avoid irrational fears and create interest, the key was to make humanity the winner. A fully integrated Paid, Owned and Earned media campaign drove Jeopardy!s highest ratings in years, created 70% public awareness and forged a cultural icon: the 2011 Webby Person of the Year. Not only did it create a future $1BN category, it also paid back immediately: 21x in revenue and 3x in profit.
Client: IBM Corporation
Agency: Ogilvy & Mather
Not Your Average Slam Dunk
NBA All-Star Weekend - it's the flashiest event in a flashy league, and brands line up for the chance to reach passionate sports fans. Kia knew traditional ads and activations would be drowned out by the hype, so they did something no other brand had attempted. Working with rising star Blake Griffin, Kia's all-new mid-size sedan, Optima, played a central role in the Slam Dunk Contest. Griffins dunk over the Optima became an iconic sports moment, played and replayed constantly, building buzz and awareness for Optima and the Kia brand.
Client: Kia Motors of America
Agency: David&Goliath, LLC
"The Man Your Man Could Smell Like" Responds to the Internet
How could Old Spice leverage "The Man Your Man Could Smell Like" to engage with people on a more intimate level? The result was the "Response" campaign, an experiment in real-time branding in which "The Man Your Man Could Smell Like" recorded 186 personalized YouTube messages. The work became one of the most popular interactive efforts in history and changed the way brands interact with their fans. What's more, the work boosted the bottom line with record results, as sales of Old Spice body wash doubled from the previous year.
Brand: Old Spice
Client: Procter & Gamble