Sustained Success - Services
Service communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
Aldi 2010-2020: How taking an alternative path took Aldi from Shame to Pride
Aldi achieved astonishing success in the UK grocery category over ten years by taking a fresh approach to marketing communications. Uncovering a powerful truth around embracing Aldi's point of difference, rather than trying to fit in with competitors, forged the way for a bold strategy that redefined the brand and reinvented Aldi to a supermarket people became proud to shop at. Between 2010 and 2020 Aldi grew by 295% and went from being a tiny player with 2% market share to the UK’s no.5, with a market share of 7.9%. Aldi became the biggest retail success story of the decade.
Brand: Aldi UK
Client: Aldi UK Ltd.
Agency: McCann Manchester
“DON’T GET MAD, GET E*TRADE”
Despite years of a historically strong stock market, E*TRADE was in a weakened position with years slowing net new account growth. E*TRADE needed to reclaim its category leadership with breakthrough messaging that would drive account growth among prospects and existing customers. “Don’t Get Mad, Get E*TRADE” was based on a simple truth; only 32% of Americans are satisfied with their finances. Rather than ignore this, they channeled frustrations into positive action. The campaign has brought prospects in droves, beat growth expectations and reinvigorated their presence with bench-mark crushing campaign metrics.
Brand: E*TRADE Financial
Client: E*Trade Financial Corporation
Agency: MullenLowe U.S.
Build IT And They Will Come
We turned a discount reseller of keyboards and mouse pads into a thought leader on today's most advanced technology issues. We built a media empire around the needs and aspirations of overlooked, underappreciated IT Decision Makers, and engaged nearly that entire community, which was impossible to reach through advertising. Over 10 years, we built a massive content marketing program that drives hundreds of millions of impressions and contributes to billions in sales, and it more than funds itself.
Agency: Manifest Agency