Air Action Vigorsol was the best-selling chewing gum brand in Italy, a position it had enjoyed for a number of years. Like every other chewing gum market, the category in Italy was largely impulse-dri

In 2007, Axe successfully launched in Japan. But while the brand recruited lots of users, post-launch research showed that guys in Japan only sprayed it a few times a week - about half as often as use

Coverage of "troubled children" running riot and terrorising communities was permeating much of the British media. Barnardo's faced the challenge of convincing people to donate money to help ...

Heart attacks kill 94,000 people a year in the UK. Many of those deaths are caused by "patient delay" - where people having a heart attack fail to call 999 immediately. The problem is that p ...

Childhood obesity rates in the UK are growing at a rapid rate, a trend that increasingly threatens both the current and future health of this age-group. Anti-obesity campaigns typically focus on telli

Comparethemarket.com, a price comparison website focusing on the car insurance sector, was relatively late to market, had no clear point of differentiation, and was being outspent by its main rivals.

Despite the fact a wide variety of anti-speeding campaigns have been run in the last few years, most British drivers typically think its OK to speed, even though the rational reasons for not doing so

Eurostar wanted to raise awareness that its main London terminal had moved to St Pancras, which had been backed by a £1.2bn investment. While ths brief provided a lot of "new news", and ...

While Indian brides have traditionally been defined in terms of being self-sacrificing and dutiful, the seismic changes that have taken place in the country in recent years have rendered this image la

This paper details how "Keep Walking", the global campaign for Johnnie Walker, was adapted for the Chinese market. China presented a great challenge to the brand, as the culture there was ve ...

This paper describes the use of a new type of "channel" by Kent County Council in an attempt to communicate more effectively with teenagers on matters such as unprotected sex, drinking, drug ...

Teenage guys account for a big proportion of Lynx's sales, and the company has typically appealed to this audience through the promise of helping them in the mating game. The rise of social networks,

This paper discusses a campaign for Nike which aimed to connect the brand with a new audience in a new way. Nike had developed a new range of kit focusing on the area of small-sided football, which ha

Nokia was under-performing in key markets including Russia, China, Brazil and the UK, and it was imperative the launch of the Supernova helped redress this trend. The company thus aimed to get to know

Orange wanted to deepen its engagement with the youth market, but while the mobile phone was an essential part of the lives of this age-group, they were hard to reach in a manner that was both authent

As a retailer facing up to the economic downturn, the temptation for PC World was to continue focusing on its competitive prices and products, and also to champion promotions and attempt to drive volu

PG was an iconic British teabag brand, but the impact of its advertising had gradually been fading, not least because it had struggled to devise a creative idea which was as funny, topical and relevan

Royal Mail is one of the UK's best-known brands, but has also recently faced two sizeable challenges. The first was the formal introduction of competition in its category, taking away 20% of the marke

The RSPCA was typically perceived by Australians as a charity with smiling inspectors which helped cute animals, but the overwhelming air of positivity also contributed to a popular lethargy, with a p

For this campaign for skin cancer charity, Skcin, McCann Erickson created a hoax online product targeting obsessed “tanorexics” at risk from harmful over-exposure to sunbeds. The agency used PR and vi

Sony Australia wanted to market its Sony Net Share cam product to young Australians. Working with Saatchi & Saatchi, it arranged for Hugh Thomas, a popular YouTube poster, to use the product, and ...

In this campaign by Mother, Stella Artois 4% aimed to break out from its usual rural brand imagery and distinguish itself from other 4% lagers. It opted for a Sixties French Riviera context in film an

The Economist needed to attract newer, younger readers. Working with AMV BBDO, it targeted "Generation Why" - a group of intellectual curious twenty somethings drawn to a disparate range of ...

In 2007 Volkswagen and Tribal DDB London refreshed the car-maker's UK website in a bid to increase its share of internet visits. This case study shows how planners focused on car buyers' experience of