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.
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
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 of Tourist Development
Client: Tennessee Department of Tourist Development