David vs. Goliath

This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category adn set of competitors.

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Torrents Morghulis


Brand: Hotstar
Client: Star India Pvt. Ltd.
Agency: Hotstar - In House Creative Communications

First Touch

In a category dominated by Goliaths pushing out the same, tired messages, gaining a foothold for newer entrants is especially difficult. Enter Tokio Marine: a relatively young upstart who gave consumers a new reason to take notice. How? By appealing to people’s emotions. By dramatising the ‘First Touch’ – that very first moment when a parent comes in contact with their newborn – Tokio Marine sought to awaken every parent’s protective instincts. These real-life stories truly hit home, with our campaign leading to a 126% increase in product sales.


Brand: Tokio Marine
Client: Tokio Marine Life Insurance Singapore
Agency: Havas Singapore

We Know From Experience Campaign

Even insurers don’t want to talk about insurance, spending their enormous budgets on gimmicky advertising.  We had to breakthrough the noise, and with a budget nearly 10 times less than competitors.  We found a way to differentiate via our insurance expertise. The “We Know From Experience” campaign showed real, unbelievable claims Farmers Insurance has experienced. We brought 30 different claims to life, and gave caution-minded customers a reason to trust that Farmers could help cover them. The position stood out, with the Experience campaign bringing people to Farmers. 


Brand: Farmers Insurance
Client: Farmers Insurance
Agency: RPA

2018_uk_2018_e-236-857_hero_1 Aldi UK Aldi vs. Goliath (and his three brothers)
2018_na_2018_e-3406-933_hero_1 Noosa noosa tastes like: how noosa grew against the yogurt goliaths
2018_in_2018_154_hero_1 Wild Stone How "Kunal" helped Wild Stone to move from the locker room to the living room
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