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Sat, Nov 21, 2009 - 11:35 AM EST — AAPL: 199.92 (-0.59, -0.29%) | NASDAQ: 2146.04 (-10.78, -0.5%)

Apple’s ‘Get a Mac’ awarded Grand Effie: Most Successful Marketing Campaign of 2007

Friday, June 08, 2007 - 11:22 AM EST

Apple Inc.’s “Get a Mac” campaign, created by Media Arts Lab\TBWA was awarded the Grand Effie at the 39th Annual Effie Awards gala last night at the Metropolitan Pavilion in New York. The Effie Awards honor the most significant achievement in the business of marketing communications: ideas that work. Results from the “Get a Mac” campaign included market share growth of 42%, record sales and cultural influence.

“After much spirited discussion, the jury unanimously awarded Apple the Grand Effie for its portrayal of the Mac/PC rivalry. They managed to do it with humor, class, and honesty without falling into the trap of overtly negative competitive advertising,” said John Butler, Co-Creative Director of Butler Shine Stern & Partners and the 2007 Grand Effie Jury Chair, in the press release.

The most effective marketing communications holding companies capturing the most Gold, Silver and Bronze Effies include WPP (27), Omnicom, (Media Arts Lab\TBWA’s holding company) with 26, and Publicis (20). Twenty- four Effie Award winning entries came from independent agencies.

The six Grand Effie Finalist campaigns, which were deliberated by a panel of leaders from the marketing industry included the Grand Effie winner Apple Inc. “Get a Mac” (Media Arts Lab\TBWA and OMD), American Express “My Life. My Card.” (Ogilvy & Mather and Mindshare), California Milk Processor Board “Got Milk?” (Goodby Silverstein & Partners), Montana Meth Project “Not Even Once” (Venables Bell & Partners and OMD), Pedigree “Pedigree Adoption Drive” (TBWA\Chiat\Day and Grey Interactive) and Philips Norelco “Bodygroom” (Tribal DDB, DDB New York, MS&L and Carat USA ).

Agencies with the most Effie wins this year include Leo Burnett with 11 wins, JWT with 9 wins and DDB with 6 wins. TBWA landed the most Gold Effies of any agency (3). OMD and Starcom MediaVest tied as the most effective media agencies (10 wins each) with MindShare closely following (8 wins).

The Effie Awards honor the most significant achievement in the business of marketing communications: ideas that work. Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of consumer engagement that contribute to a brand’s success. Any marketing medium is eligible for an Effie, as long as results are proven, including Print, TV, Radio, Outdoor, Internet, Guerrilla, Digital, Package Design, Events, Street Teams, PR, Paid or Unpaid Media. For more details, visit http://www.effie.org. The 2007 Effies are sponsored by Yahoo, Millward Brown, Best Buy, Bloomberg, Reuters, Wall Street Journal, Catalina Marketing, CEMUSA, Discovery Networks, Advertising Age and Sappi.

http://www.effie.org/

[Thanks to MacDailyNews Reader "Mac User Since 1984" for the heads up.]

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Jun 08, 07 - 10:38 am Comment from: Adam W.

Way to go Apple! Thanks also to Justing Long ("the Mac Guy") and John Hodgman ("The PC guy") for their portrayals in th ads.

Jun 08, 07 - 10:39 am Comment from: Jimy

Effing awesome!

Jun 08, 07 - 10:39 am Comment from: No Squirt For You

Effin' cool.

Jun 08, 07 - 10:40 am Comment from: Jimy

Those Montana Meth Project ads are quite powerful.

Jun 08, 07 - 10:41 am Comment from: duh...

Who "Effie ng" cares -:)

Jun 08, 07 - 10:50 am Comment from: ArchAngelNix

Now will people stop yelling about how much the "Get a Mac" commercials suck, make fun of potential customers, blah, blah, blah...

Its all good. If you don't like it, turn the channel.

Jun 08, 07 - 10:50 am Comment from: Not a Mac, Just a PC

Mac: "Hi, I'm a PC"

PC: "And I'm a Mac"

PC and Mac: "We are exactly alike!"

PC: "Yep, I have same processors as Mac over there"

Mac: "That's right PC, and the same hard drives, memory and a lot of other things"

PC: "We even have a GUI OS!"

Mac: "Yep, and nearly everyday advances are made to make us work even closer with each other, so much that our OS's are only slightly different from each other"

PC: "Yep, you got widgets, I got gadgets"

Mac: "We are both the same"

PC: "There is nothing that one side can do that the other can't"

Mac: "Yep, doesn't do a whole lot to get people to buy me though."

PC: "Yea Mac, if you think just by OS alone and limited hardware choices your going to take over my 95% market share, you got another thing coming"

Mac: "Your right PC"

Jun 08, 07 - 10:55 am Comment from: Connor MacBook

Actually it's "you're". And it's the OS, stoopid! (Same OS behind the iPhone and AppleTV).

Jun 08, 07 - 11:09 am Comment from: Macaday

Ballmer and Gates won't like the reference to 'honesty'. They've regularly said it's all lies.

But then no-one ever believed them anyway...

Jun 08, 07 - 11:09 am Comment from: No Squirt For You

My right PC what?

If you're illiterate, you should write to someone for help.

"95% market share"

That's a troll giveaway. I've seen 89%, 90%, 95% and 99% used most often. Just use whichever number suits you. What's the installed base, Kenneth?

Jun 08, 07 - 11:10 am Comment from: bdb

Dear "Not a Mac, Just a PC": Yes, a luxury car is just a car, but the ride is so much sweeter.

Jun 08, 07 - 11:16 am Comment from: even sweeter ride

And Jennifer Anniston and Roseanne Barr are both just women.

Jun 08, 07 - 11:20 am Comment from: Oops! Typo

Okay, before I get caught by the pickers of nits here, I realize that Jennifer's last name is actually Aniston rather than Anniston. My bad!

Jun 08, 07 - 11:28 am Comment from: MizuInAus

Mac: Well, there is that one little thing - V.I.S.T.A. - it does make a difference. Oh, that - Viruses (114,000 of them - past year alone) Infections Spyware Trojans Adware... yep -we are almost alike.

Mac: Oh, yeah - plug and play - you wish you had it - we got it. Are you starting to get the reality of the situation or are you going to stay stuck in the 90s?

Mac: Limited harware choices - what have you got that works without having to install - restart - install - restart - install - restart - and if you add too many keyboards or mice or (heaven forbid) a new monitor - YOU HAVE TO REINSTALL THE PHUQUEN "SIMILAR" OS.

Mac: You are coming to a sudden realization?

PC (aka TROLL): Allow...

(I have heard mentioned different types of envy but PC envy is not one of them. However, Mac envy is. Aye, Troll.)

Jun 08, 07 - 11:53 am Comment from: effwerd

You're welcome.

Jun 08, 07 - 12:01 pm Comment from: MacGuy

Mac: "We are both the same"

PC: "Almost, I have to spend 50% of my time cleaning myself of malware, 25,784,457,887435@3$$%# to be exact!

Mac: "Good for ya..."

Jun 08, 07 - 12:24 pm Comment from: BustingTheSkullsOfIdiots

Trolls: proof positive that evolution is a myth.

Jun 08, 07 - 12:24 pm Comment from: Pirate4now

OK I am happy that the agency responsible for the ads received an award. But on a bigger picture I don't really give a darn. Any more than I care who won what Oscar in what year. It really doesn't make a difference in my life.

And on a side note
63% of all statistics are made up

Enjoy

Jun 08, 07 - 12:31 pm Comment from: MacBill

Great job, Apple!

Jun 08, 07 - 01:27 pm Comment from: Jeff

What about the Vista campaign ... was there a Vista campaign?

Jun 08, 07 - 01:42 pm Comment from: Drunk Cheney

> BustingTheSkullsOfIdiots -

Not everyone gets to evolve. That's how it works.

Trolls get left behind - proof positive of evolution at work.

Jun 09, 07 - 12:32 am Comment from: The Other Steve

So, was this just for the American ads, or did they include the ads made with different actors and other countries such as England and Japan?

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Sat, Nov 21, 2009 - 11:35 AM EST — AAPL: 199.92 (-0.59, -0.29%) | NASDAQ: 2146.04 (-10.78, -0.5%)

Apple’s ‘Get a Mac’ awarded Grand Effie: Most Successful Marketing Campaign of 2007

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Sat, Nov 21, 2009 - 11:35 AM EST — AAPL: 199.92 (-0.59, -0.29%) | NASDAQ: 2146.04 (-10.78, -0.5%)

Apple’s ‘Get a Mac’ awarded Grand Effie: Most Successful Marketing Campaign of 2007

Reader Feedback: = registered.Unregistered users: Feedback from multiple usernames are subject to deletion. Off-topic and posts from suspected astroturfers will be removed.

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