TVs, radios, mobile devices, home entertainment, laptops, tablets, cameras, computer hardware, game consoles, drones, external or integrated VR/AR devices, sound systems, etc. Electronic devices may be aimed at consumers or businesses.
Energizer posed a serious threat to Duracell's market leadership to a memorable, hard hitting advertising campaign supported with a higher media spend which gave them the edge on TV ad awareness and helped narrow the gap on brand perceptions. For the first time in six years Duracell had product superiority giving them the competitive advantage--the challenge was to find an intrusive vehicle to deliver the news and reverse consumer tracking trends. The Puttermans a plastic family who run on Duracell batteries, leveraged the strengths of two previous campaigns by building on the entertainment and likeability of "Toys" and the brand building ability of "interviews". "The Puttermans" surpassed all expectations, gaining share and driving brand attributes and ultimately maintaning their #1 leadership position.
Client: Duracell USA
Agency: Ogilvy & Mather
The 8-Hour Notebook
In order to re-establish Dell's creditability as a portables manufacturer and to generate sales, Dell launched a print campaign in August, 1994 which focused on its superior battery life. Using Dell's battery technology story and the results of battery life tests against major competitors, Dell launched a campaign which intended to position their Dell Latitude XP as the 8 Hour notebook. The results of the campaign to date have been extraordinarily successful, with leads and sales surpassing all forecasts.
Brand: Dell Latitude XP
Client: Dell, Inc.
Agency: Goldberg Moser O'Neill
Got Milk ?
Milk consumption had declined steadily throughout the United States for many years, and in California, average household consumption has gone down by 20% since 1980. Spending their own money in an attempt to stem this decline, the milk processors of California launched the "Got Milk?" campaign, which was based on the idea that milk is the perfect complement to certain foods, and that without milk, the food is ruined. This "deprivation" campaign has succeeded in increasing household milk consumption in California (while the rest of the U.S. continued to decline) and increasing California milk sales by 7.5 million gallons over the previous year, the first time that a milk campaign has achieved such a turnaround.
Brand: California Fluid Milk Processors Advisory Board
Client: California Fluid Milk Processors Advisory Board
Agency: Goodby, Silverstein & Partners