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.
Launching McDonald's Iced Coffee in Seattle, Starbucks' hometown, where "The Buck" outflanks McDonald's 4 to 1 in retail locations, where there's a hipster indie cafe on every corner, was no easy task. Our strategy: In a city born and brewed on morning hot, celebrate cold in the afternoon. Our easy-breezy "Iced to Meet You" campaign included real knit pole cozies and java jackets, giant ice cubes, and the first-ever TV spot featuring prosthetic male nipples, which got Seattle buying McCold, over-delivering our sales goal by 50%.
Brand: McDonald's, Western Washington
Client: McDonald's Corporation
Agency: DDB, Seattle
truth vs. Big Tobacco
In an environment where cigarette companies spend upwards of $13 billion per year advertising and promoting its deadly product, truth has been the true underdog for teens in providing the antidote against Big Tobacco and its marketing practices. With its budgets at less than a fraction of Big Tobacco's, truth needed to get the real facts about tobacco and the industry into the hands of America's teens and empower them to spread the knowledge. "Infect truth" did just that. Over the course of the campaign, awareness for truth rose, negative perceptions about Big Tobacco were fueled, and viral 'infections' were spread at levels much greater than expected.
Brand: Truth Initiative
Client: American Legacy Foundation
Agency: Arnold Worldwide
Chad & The Sales Guys
With merely 5% market share, 3% share of voice, and key competitors spending $500 million - $1.9 billion annually on advertising, Alltel faced a daunting challenge: Increase subscribers by 8% in its high-penetration, slowing-growth category. Through a gutsy campaign featuring "Chad and The Sales Guys," Alltel built strong demand for two category-changing services: My Circle and Anytime Plan Changes. In doing so, Alltel enhanced its brand image, exceeded its growth goal by 61% and achieved the category's lowest customer acquisition cost (more than twice as efficient as AT&T or Verizon).
Brand: Alltel Wireless
Client: Alltel Wireless