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.

FILTER BY:

PROGRAM

Take The Dirt Road Less Traveled

Indian Motorcycles needed to grow sales in an aging, declining category. Ultimately, success depended on stealing share from industry dominator and global power brand Harley-Davidson. Despite being outspent 10X, Indian found a way to outmaneuver Harley. By focusing on a small but exploding niche, flat track racing, Indian was able to connect with the next generation of riders and drive volume, vastly outpacing a formidable giant.


Brand: Indian Motorcycle
Client: Indian Motorcycle
Agency: Solve
Language: English

The Laugh Tracker

The state of Tennessee was missing out on the lucrative family travel market that was dominated by well-known, heavily advertised beach destinations and Walt Disney attractions. Instead of trying to show kids would have fun in Tennessee, we proved it. We invented a wearable device that could scientifically measure fun and put it on hundreds of kids at attractions all across the state. Our findings were published on websites parents visited when planning their vacations. The proof paid off, driving an increase in tourism across the state.


Brand: Tennessee Department for Tourism Development
Client: Tennessee Department of Tourist Development
Agency: VMLY&R
Language: English

It's Payback Time

This case study examines how Ally, a US challenger bank, fueled dissatisfaction with Big Banks through its "Payback Time" campaign to encourage people to switch to Ally. 


Brand: Ally Financial
Client: Ally Financial
Agency: Anomaly
Language: English

2020_us_2020_e-5358-332_hero_1 American Family Insurance Transforming insurance from disaster management to dream investment
2020_us_2020_e-5421-501_hero_1 Mint Mobile That's Not Right
2020_us_2020_e-5600-777_hero_1 BECU David vs. Goliath and Goliath and Goliath
Close

Filter by:
+ Add More Filters

To browse winners in this category from previous years