Effie Worldwide

Home Furnishings & Appliances

Kitchen and laundry appliances, air conditioners, carpeting, furniture, decorator'€™s supplies, paint, and wallpaper.




Right at Home

We introduced Samsung into an unexpected new market for the mobile giant: home appliances. We broke from tradition as newcomers in a century-old market, redefining what it means to be a new generation homeowner. Using the charm of modern celebrity couple Kristen Bell and Dax Shepard, we spoke to a group of people that didnt want their parents home appliances or their lives. And in reaching the right audience for Samsung, we boosted brand awareness 53% we saw a 37% increase in sales in the category.

  • Brand: Samsung Home Appliance
  • Client: Samsung Electronics America, Inc.
  • Agency: McKinney

Every Day, Care

For generations, Whirlpool built a brand on simple familiarity and trust. But new competitors focused on technology and innovation shook up the appliance market, taking an 11% chunk out of Whirlpools market share since 2010. To combat this threat, Whirlpool launched the Every day, care campaign to shift the conversation away from tech innovation to how Whirlpools products fit seamlessly into the care you give. Through a national launch the Every day, care campaign stopped the downward slide and grew market share by 6.4 percent in only 1 year.

  • Brand: Whirlpool
  • Client: Whirlpool
  • Agency: DigitasLBi Chicago

Comeback of an Iconic American Brand

Maytags long-standing promise of Dependability had lost relevance with modern audiences, resulting in declining sales and loss of market share. To restore Maytag to its former glory, we brought back the brands iconic Repairman, and gave him a new job. The Maytag Man became the appliances themselves, giving Maytag Dependability a face, a voice, and a way to connect with people who are like like Maytag the unseen heroes of Dependability. And after years of decline, Maytag has once again risen to prominence.

  • Brand: Maytag
  • Client: Whirlpool Corporation
  • Agency: DigitasLBi
2017_na_2017_e-1135-039_hero_1 Samsung Home Appliance Samsung Home Appliances
2016_na_2016_438290_hero_1 IKEA First :59
2016_na_2016_440365_hero_1 Benjamin Moore Benjamin Moore 2016 Brand Campaign


To browse winners in this category from previous years