David vs. Goliath - Products
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2024 BRONZE
Samsung’s American Dream: Taking Foldables from Social Suicide to Apple Trojan Horse
Fierce US smartphone competition was grinding Samsung down. Perceived as inferior to Apple, they were losing sales and bleeding marketshare — why? Through behavioral science, we discovered that Samsung users, driven by “prevention-focused” instincts, and Apple aficionados, with their “promotion-focused” aspirations, had completely different psychologies. Instead of more innovation-by-the-numbers, we used Apple users’ own “promotion-focused” psychology against them, wooing them to foldables with emotion, not reason. Our campaign invited them to Unfold Your World — stirring feelings of emotional magic and awe of a superior smartphone experience they've been missing.
Brand:
Samsung
Client:
Samsung Electronics Co., Ltd. Global HQ
Agency:
Ogilvy USA
Language:
English
2023 GOLD
Be Wise All, Take Xyzal at Night
Challenger brand Xyzal outpaces category giants. With virtually no awareness as a prescription, significantly outspent and a difficult-to-pronounce name, Xyzal needed to disrupt a mature category. Xyzal uncovered an unmet need – the impact of allergies on sleep and next day. Our distinctive campaign featuring our spokes-owl focused on a “smarter way to treat”, changing the treatment paradigm to night. Primary goal - drive brand sales above category. Xyzal sales grew nearly 2x category - 8.4% Xyzal vs. 4.8% - and has outpaced category every month for past 13 months!
Brand:
Xyzal
Client:
Sanofi
Agency:
PureRED
Language:
English
2022 SILVER
Business Iceland - Sweatpant Boots
To travel, people needed to overcome their lockdown mindset. Up against big-budgeted competitors, tourism-dependent Iceland offered cathartic motivation to make Iceland the top-of-mind preferred destination: an opportunity to turn the symbol of pandemic doldrums—sweatpants—into hiking boots. The only way to get them? Visit Iceland. The effort generated outsized reach, attracting mass press coverage and influencer engagement. Iceland surged to the #1 desired destination, increasing +10% in global rankings compared to competitors and significantly moving audiences with a lower willingness to travel, all while being vastly outspent by other countries.
Brand:
Business Iceland
Client:
Business Iceland
Agency:
SS+K
Language:
English
FINALISTS
AAA (American Automobile Association)/ACG (Auto Club Group)
Expect Something More From AAA, The Auto Club Group
Miller Lite
The Meta Lite Bar
Ford
The Little Colt That Could
