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.”
