Internet & Telecom
Mobile network providers, high speed Internet access services, online services, bundled communications (internet, telephone, and TV), etc.
By 2002 the wireless category's growth began slowing down, and the competitors were looking more and more alike. Differentiation became a challenge and as the category matured, consumers got savvier and more cynical. Cingular's business performance began to reflect the category's complexities: flow share dropped below market share, and churn was above the industry average. Into this environment, Cingular launched Rollover. By the end of the first year, Cingular's goals were exceeded -- awareness and flow share were both up while churn was on the decline.
Brand: Cingular Wireless
Client: Cingular Wireless
Agency: BBDO Atlanta
The New Yahoo! Search
Yahoo! is the original Internet Search brand, and has become the world's largest Internet portal behind a "find anything" position. However, the breadth of content had begun to clutter perceptions of Yahoo! Search, and new search-specific brands were growing at a faster rate. This was a campaign to "free the search bar," and introduce the New Yahoo! Search, which increased share growth by 100% over plan.
Brand: Yahoo! Search
Agency: Black Rocket Euro RSCG
Carrot Top: 1-800 CALL AT&T for Collect Calls
The three things to remember about this EFFIE entry: 1. CALL ATT had to break phone calling behaviors of an almost Pavalonian magnitude. 2. The combination of celebrity spokesperson and easy-to-remember dialing mnemonics was successful in teaching a new dialing behavior and driving usage. 3. The results, particularly the market share gains and over-delivery on revenue targets, demonstrated that the strategy and creative were successful in growing the CALL ATT brand and business.
Agency: Young & Rubicam New York