Month: August 2009

• 2009 PRO Awards: International Truck Stop

  Truck maker International Truck was not perceived as major player in the Class 8 Heavy category and decided to build a truck specifically for owner operators/leasing operators

• 2009 PRO Awards: UR Votes Count

  General Growth Properties is the second largest owner/manager of malls in the United States, but they are losing the younger audience to online retailers

• 2009 PRO Awards: ‘SCOTT® Dichomania!

  In 2007, Scott created a “dichonario”, a multimedia dictionary of Spanish proverbs. Playing off the success of that campaign, in 2008, Scott launched Dichomania!

• 2009 PRO Awards: ‘HUGGIES® and PULL-UPS® “El Tren de Vida de Mamá”

  “Tren de vida” literally translates as “train of life” but it generally means “the pace or rhythm of daily life.”

• 2009 PRO Awards: Doritos The Quest

  Doritos was once the number one chip, but competition had increased consumers’ expectations for more and over the last four years, their market share declined

• 2009 PRO Awards: PEDIGREE® MILLION DOG MOSAIC

  In 2008, PEDIGREE launched the PEDIGREE Adoption Drive Foundation (PADF), a nonprofit organization dedicated to helping shelters and rescue groups find homes for loving dogs

• 2009 PRO Awards: Interactive Aquarium

  Carnival Cruise Lines has strong awareness, but was having difficulty overcoming misconceptions about cruises in general

• 2009 PRO Awards: Polar Bears on the Thames

  UKTV launched Eden, a new natural history TV channel, in October 2008 to compete head to head with Discovery Channel

• 2009 PRO Awards: The Dark Knight $10K Giveaway

  Domino’s wanted to increase its online order business over the summer, a time when people are generally outdoors and barbequing and it’s hard for pizza restaurants to get consumer attention

• 2009 PRO Awards: Fill the Plane

  Online travel is a treated by consumers as a commodity sector with little loyalty. All strategies tended to be the same: price. Orbitz wanted to break out of the pack