MAM

Unilever's Axe Deodorant recognised for creative marketing

SAN FRANCISCO: Monthly magazine Business 2.0 has named Unilever's Axe Deodorant, Rheingold Beer and Walt Disney's Buena Vista Pictures recipients of the 2003 Business 2.0 Sweet Spot Awards. The awards recognise the most innovative and successful marketing campaigns of the past year.

The 2003 Sweet Spot Award winners were selected by Business 2.0 editors and a panel of marketing, communications and creative professionals.

The editor of Business 2.0 Josh Quittner said: "We dedicated this year's Sweet Spot Awards to campaigns that were able to harness that squishy concept called inspiration while still achieving a wholly practical goal: results. In addition to celebrating Axe Deodorant, Rheingold Beer and Walt Disney's achievements, we unveil some of the behind-the-scenes thinking that went into these successful marketing initiatives."

Business 2.0 deals with business, technology and innovation. It is published out of The Fortune Group at Time which is an AOL Time Warner company.

Most Innovative Campaign: The Dutch consumer products giant Unilever introduced Axe Deodorant Bodyspray to American consumers last July with a humorous, edgy campaign by New York agency Bartle Bogle Hegarty that focused on the testosterone-addled preoccupations of its male target audience.

Determining that this ad-weary demographic prefers to "discover brands," the agency bypassed conventional television ad saturation in favor of a highly targeted Web initiative. Judges were impressed, declaring that this sense of discovery really works.

Best Brand Relaunch: Tasked with the assignment of relaunching a brand that had been dead for 25 years, and armed with a $500,000 budget and the edict to capture the mercurial "Manhattan hipster" market, branding agency Powell revitalized Rheingold Beer by reviving one of the brand's classic hallmarks: a beauty contest.

Leveraging Generation Y's fondness for nostalgia and enlisting the involvement of East Village and Lower East Side barkeeps, Rheingold promoted the contest through a series of billboards. According to judges, by managing to keep the contest "below the radar enough to tap that tough-to-get New York trendsetter/culture driver crowd," the strategy paid off in hard-won buzz.

Most Bang for the Buck: Walt Disney's Buena Vista Pictures was concerned that 40-something superstar Mel Gibson might be too mature to appeal to the teen market it needed to make Signs into a summer blockbuster.

Therefore, the studio turned to Cornerstone Promotion to create a low-out-of-pocket guerrilla marketing strategy for the eerie flick. The judges described the cost-effective campaign, which included creepy online ads, a downloadable remix of the ominous sound effects from the movie and a reworking of the film's posters into the mysterious shape of crop circles as a great example of the extent of lifestyle immersion necessary for effective viral marketing.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/harshik-800x800.jpg?itok=EcZrcw78
'Make Love Not Scars', advocates Ogilvy

Building on the worldwide success of its #EndAcidSale campaign for Make Love Not Scars last year, Ogilvy has launched a powerful new campaign to benefit the cause of acid-attack survivors.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/abhik-800x800_0.jpg?itok=cgbiWP3H
Ogilvy to creatively project Dominar's supremacy

Ogilvy India won the prestigious business of this new brand Bajaj Auto’s Dominar 400 after a rigorous pitch process lasting over two months.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/gautam-800x800.jpg?itok=X1eVVuJA
Rentomojo hires Dentsu Webchutney digital

In its rapid path to becoming a platform where you can subscribe to furniture and appliances for a period of your choice, Rentomojo - founded by Geetansh Bamania - has signed Dentsu Webchutney to shape its digital agenda.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/rajdeepak-das-800x800.jpg?itok=3RnxG_s1
Bajaj V launches Invincible Indians; for everyday heroes

Bajaj V's initiative titled ‘Invincible Indians: Stories that Invoke Pride Everyday’ will uncover stories of ordinary Indians who, by dint of their resolve and determination, performed extraordinary acts in the service of society.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/gunjan-800x800.jpg?itok=lLrM1v_c
Taproot springs a design Myntra

Myntra, India's leading platform for mass premium fashion will be launching a multi-media campaign by the end of this week, revealed Myntra Fashion chief marketing manager Gunjan Soni.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/oppo-800x800.jpg?itok=kgIuDxG-
Oppo shines at Emerging Brand Award 2016

Chinese smart phone Oppo has won the Emerging Brand Award at World Marketing Congress Global Brand excellence awards for 2016. The brand has been associated with its successful promotion of Selfie Expert smartphones and strong connection with young consumers in 2016.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/Noomi-Mehta.jpg?itok=SAICBLC7
India's Noomi Mehta joins FEPE International board

MUMBAI: Noomi Mehta has been elected to the board of international out of home association FEPE International. He is the first representative from India’s out of home industry to sit on the FEPE board.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/MTV-uncovers.jpg?itok=PMJoFDsP
MTV uncovers #CoverBeforeLover

MUMBAI: MTV is the universe of the young and has the final word on everything related to youth. This time around too the biggest, boldest and bravest youth channel has launched a new campaign on World AIDS day with a message #CoverbeforeLover. As a nation, we are obsessed with encasing everything...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/11/30/brian-800x800.jpg?itok=Xh0YL_OC
GroupM's new suite [m]Platform to make media planning flexible

GroupM has launched an advanced technology suite of flexible media planning applications, data analytics and digital services titled [m]Platform. The platform will improve advertisers’ ability to use audience-defining insights from hundreds of data sources to find and communicate with their...

MAM Media and Advertising AD Agencies

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories