Retail
Open to all retail/e-tail companies with general or specific merchandise
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2018 BRONZE
CarMax 101
Making its bones 25 years ago by changing the way America buys and sells pre-owned vehicles, CarMax was now defending against not only traditional dealerships but a new breed of digital disruptors that spurn human interaction in favor of online-only efficiency. We showed people that in this new world, only CarMax was steadfastly focused on the all-too-rare quality that matters more than any shiny object—integrity. By doubling down on CarMax’s core equity, we shifted perceptions of what a used car buying experience should be.
- Brand: CarMax
- Client: CarMax
- Agency: McKinney
2017 SILVER
Greenlight a Vet
Walmart'sstrong negative brand sentiment was driving valuable shoppers to competitors like Amazon, Target, and Costco. In an effort to improve brand perceptions, we developed a campaign that would unite the nation in support of America's veterans. The resulting Greenlight A Vet initiative invited people to change one lightbulb to green to serve as a highly-visible beacon of support and appreciation for our servicemen and women. The campaign generated stellar awareness and engagement, and helped Walmarts positive brand sentiment skyrocket to more than 3X the industry benchmark.
- Brand: Walmart
- Client: Walmart
- Agency: Saatchi & Saatchi
2017 SILVER
Find Your Perfect
eBay Fashion set out to make a splash in the world of stale and templatized fashion advertising to revitalize their brand and stem further business decline. Flipping the conventions of the fashion category on its head, eBay democratized fashion and celebrated true style individuality with real women at the heart of the campaign. Real women responded to our real message with the campaign bypassing engagement benchmarks by nearly 20 percentage points and successfully reversing growth declines with a sales lift of 4 percentage points.
- Brand: eBay
- Client: eBay
- Agency: DigitasLBi
FINALISTS
Seamless
Taking Back New York
IKEA Canada
Explore the Great Indoors
Best Buy
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