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
Language: English

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
Client: Yahoo!
Agency: Black Rocket Euro RSCG
Language: English

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.

Brand: AT&T
Client: AT&T
Agency: Young & Rubicam New York
Language: English

2020_us_2020_e-4991-658_hero_1 Cricket Wireless Erasing the Border with Mexico
2019_ru_2019_1575_hero_1 MegaFon Tulips for Mom
2019_rs_2019_e-262-102_hero_1 Total Total

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