The Advertising Research Foundation recently initiated the David Ogilvy Awards, named after the advertising legend who founded Ogilvy & Mather. These awards are presented to teams of advertising agencies, client companies,and research companies in recognition of research that has been used successfully to determine the strategy and effectiveness of ad campaigns.
Winners 2012
GRAND OGILVY AWARD WINNER
“In the NFL, there are no sick days.” Vicks DayQuil and Vicks NyQuil
In hopes of increasing day and night usage of its products, Vicks needed something relevant and memorable to help link its two main brands, NyQuil and DayQuil, using similar core equities around efficacy and powerful relief. Ultimately, the company arrived on the NFL, a sport synonymous with power that aligned perfectly with the cold season. The physical and mental challenges present in this career are widely understood. Vicks advertised both brands equally across all tactics using the trials of playing in the NFL as a torture test for cold medicine. Vicks demonstrated the need for, and the brands' ability to provide, powerful sleep and mental alertness surrounding one unifying, rigorous test—game day.
“There’s Life to be Done” Chevrolet Silverado
The "There's Life to Be Done" campaign was born entirely from groundbreaking research and analysis into the Chevrolet Silverado brand, taken on to reverse a many-year decline in brand metrics, sales, and share in the face of no new product improvements and post-bailout reductions in marketing budgets. The campaign, which ran in fall 2011, produced astounding results in short order, reversing declines and posting gains across the board. Research at every step in strategy, development, and execution of the campaign discovered, uncovered, refined, validated, and delivered as a critical partner in this unprecedented campaign for Silverado.
No comments:
Post a Comment