Media Idea

The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.

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G6 Launch

Pontiac partnered with "The Oprah Winfrey Show" for an unprecedented giveaway of 276 G6 vehicles to every audience member on the season opener. Beyond the emotional 25-minute in-show segment, the communications plan included paid online search, "Oprah" program content embedded in the Pontiac.com Web site and a thorough PR plan. As a result, 87% of Americans were aware of the promotion. Pontiac experienced a 600% increase to Pontiac.com and the highest Google.com click-through rate ever (17%). Press coverage, estimated at $100 million, included spotlights on the "Today Show," ESPN's "Sportscenter," "The David Letterman Show," "The Tonight Show With Jay Leno," "The Daily Show" and many more.


Brand: Pontiac G6
Client: General Motors
Agency: Leo Burnett Detroit

The Art of the Heist

A tiny budget and hard-to-reach young, highly affluent target was part of the challenge of launching a premium compact car into a crowded luxury market. The solution was to embrace the consumers' sense of control using every conceivable type of media. Customers didn't just watch "the heist" unfold, they actually played a role in it. This translated into interest in the car and ultimately test drives and sales.


Brand: Audi
Client: Audi of America
Agency: McKinney

Under Five

To establish a performance reputation for the entire brand and launch the VSeries line of high-performance Cadillac vehicles, a series of five-second commercials reflected the fast acceleration of these cars. In addition, the agency and client created an online competition for five-second short films, promoted by the cast and directors of the movie "Be Cool." The result was a huge lift in performance perceptions and increases in dealer traffic and sales.


Brand: Cadillac
Client: General Motors
Agency: Leo Burnett Detroit

2019_me_2019_e-3723-522_hero_1 Gerber Every Baby is a Gerber Baby: Sparking a Global Dialogue on Inclusion
2019_me_2019_e-4245-314_hero_1 Toyota Start Your Impossible
2019_rs_2019_e-249-488_hero_1 intarifa postpaid intarifa postpaid - čet intervjui
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