Featured Cases: Ideas That Work
Each month, Effie Worldwide features a curated selection of case studies from around the world. For access to all Effie cases, click here.
In a study of 6,000+ Effie cases from the past 50 years, bravery was found to be the biggest differentiator of effective marketing. While it is easier said than done, this is a time for marketers to be brave (read more). Sign up to receive updates from Effie Worldwide here.
In January 2009, in the depths of America's worst economy since the Great Depression, while every other major automotive manufacturer was facing huge losses, Hyundai managed to sell 14% more cars than the same period in 2008. Instead of blindly pumping sheet metal and price, Hyundai explicitly took the economic context into consideration and approached the problem from the consumers' perspective. The Assurance campaign bolstered consumer confidence by removing the financial risk from buying a new car, and as a result, drove positive brand perception as well as sales.
Client: Hyundai Motor America
Agency: Goodby, Silverstein & Partners
Dove - Campaign for Real Beauty
In 2003 Dove set out to make beauty a source of confidence, not anxiety, for women. Fifteen years later millions of beauty insecurities have been dispelled and billions of dollars have been added to brand value. Dove’s campaign touched hearts, impacted lives, changed the beauty industry and made Dove the most meaningful beauty brand in the world. But the battle is far from won. As new beauty anxieties appear, Dove continues to pursue its bold vision for change.
The Bridal Uniform
To raise awareness against child marriages in Pakistan, we created a first-of-its-kind "Bridal Uniform" — one that highlighted the true cost of an early marriage for girls: education. Collaborating with the country's leading bridalwear designer, we designed a dress which merged a school uniform with traditional embroidery patterns shown by Pakistani brides on their elaborate outfits. We launched the dress by hijacking the country's largest Bridalwear fashion show. The PR resulted in members of parliament taking notice and the country's Islamic Council reviewing the previous law to now protect girls.
Brand: UN Women
Client: UN Women
Agency: BBDO Pakistan
IBM. A leading brand. A lasting brand.
How did a 107-year old technology company survive a category that would inevitably be transformed beyond recognition? IBM not only survived the massive change, but also shaped society and the industry at large, using effective communications to bring the world consistent thought leadership throughout. Today, ‘responsiveness’, ‘consistency’, and ‘commitment’ to the brand has distinguished IBM as the 12th most valuable brand in the world, and the #1 most valuable pure B2B brand in the world - and its revenues are growing.
iPhone World Gallery
September 2014 Apple launched iPhone 6, a new form factor, with a stunning success. Post launch we wanted something iPhone could own to continue its momentum. iPhone 6's camera had become its most loved feature, but the category convention was to talk about cameras in megapixels. We disrupted the category by focusing on the result; the incredible photos and videos being captured with the device. By doing so "World Gallery", the world's largest mobile photography gallery, celebrated iPhoneographers around the globe, while raising the bar and changing the category conversation.
Client: Apple Inc.
Agency: TBWA\Media Arts Lab