NEW PRODUCT OR SERVICE

GOLD WINNER

Philips Norelco

PHILIPS DAP NORTH AMERICA Bob Baird Pres.-CEO Arjen Linders VP-Mktg. Elwin DeValk VP-Mktg. Zdenek Kratky Brand Mgr. Michelle Schwartz Assoc. Brand Mgr.

DDB NEW YORK Catherine East Joanna Schwab Scott Ginsberg January Vernon Ted Manger

Acct. Dir.
Sr. Brand Planner
Copywriter
Art Dir.
Group Planning Dir.

TRIBAL DDB NEW YORK

CARAT USA

MANNING SELVAGE & LEE

BODYGROOM

To successfully launch its new electric razor, Bodygroom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a budget to support traditional media, Philips Norelco needed a big viral idea to take body grooming from a private act to a public topic. To meet aggressive sales goals with a budget under $375,000, Philips Norelco had to take body grooming out of the closet.

60 2007 EFFIE AWARDS

NEW PRODUCT OR SERVICE

SILVER WINNER

Saturn

GENERAL MOTORS Dave Smidebush David Kozaria Scott McLaren Matt Armstrong

Dir.-Mktg.

Advt. Mgr.

Advt. Mgr.

Car Segment Mktg. Mgr.

GOODBY, SILVERSTEIN & PAR TNERS
Claudine Cheever Group Dir.-Brand Strategy
Brian Dunbar Group Acct. Dir.
Ted Florea Sr. Brand Strategist
Jennifer Fox Acct. Dir.
Dan Goldstein Dir-Planning

GM PLANWORKS

Lisa Ann Rocha

Media Dir.

SATURN SKY LAUNCH

The 2006 launch of the Sky roadster offered Saturn the chance to enter the sports car category and reenergize the Saturn brand – without abandoning the core values that had made Saturn great. A combination of refined targeting, innovative launch strategies and a powerful brand idea announced that Saturn had found a new path. The result was the fastest-selling car of 2006 and a launch campaign that exceeded ambitious goals, brought new people into the Saturn fold and reinvigorated the brand. “Like always. Like never before.”