Sustained Success - Products
Products communications efforts that have experienced sustained success for more than 3 years are eligible for entry.
Hello, my name is Watson.
Its not often that 1 in 3 people think your product could spell the end of the human race. Over the course of 5 years we developed an alternative image of AI encouragingthe world to accept and businesses to buy IBMs Watson. From his name and avatar, to his efforts to learn from Bob Dylan or help chefs cook Belgian Bacon Pudding, Watson showed he worked with humans, not against them. At just 5 years old Watson had made enough friends to lift IBMs newrevenues by $900mm YOY.
Agency: Ogilvy & Mather
Give Extra, Get Extra
Extra was the #1 brand in the $3 billion gum category from 1990-2004 on the strength of its "long-lasting flavor" positioning. As "long-lasting" became a category ante, Extra steadily declined. By 2013, sales were down 6.1%, and Extra had been experiencing pervasive and steady declines for over two years. So we adopted a new philosophy and changed our objectives for communications. In 2015, we launched a short film that quickly became one of the year's most celebrated love stories.
Brand: Extra Gum
Agency: Energy BBDO