Any effort whose success was dependent on effectively connecting with a specific cultural or lifestyle group, e.g. African-American, Asian, Hispanic, LGBT, People with Disabilities, etc.
Now in its second year, the "You Will" campaign continues to make impressive, measurable strides, positioning AT&T as a "leader in translating new ideas into innovative products and services". From May 1993 through August 1994, the campaign has enhanced this perception among its primary target of 18-34 year olds +12 percentage points. The campaign also continues to show strong results across a wide range of attitudinal measures, all critical to the AT&T Brand.
Agency: N.W. Ayer & Partners
Come Along With Me
To ignite Barbie doll sales beyond girl's pre-existing high level of interest, we developed a new campaign that captured and dramatized girl's unique relationship with Barbie. The new campaign is based on the creative premise of Barbie "coming to life" in a highly intrusive way through stop action animation and inviting girls to share in the fun of her world. At this point, the "Come Along With Me" campaign has increased sales of a 35 year-old brand by 23 percent over the previous year.
Client: Mattel Toys
Agency: Ogilvy & Mather