By campaign objective: Support promotion

 

Cappy, an Austrian soft drink owned by Coca-Cola, is mostly aimed at women. The summer months are very important for the brand, but during 2006 this coincided with the World Cup, meaning that communic ...

Sprint Corporation's "Monday Nights Free and Clear" campaign publicized free long-distance calling services that the telecommunications company offered during the last four months ...

The Chrysler Group, based in Auburn Hills, Michigan, was the American subsidiary of DaimlerChrysler, responsible for the sales, marketing, and manufacturing of vehicles from the Dodge, Chrysler, and J ...

In an effort to tackle the problems of a decline in market share and childhood obesity in a single scheme, Sainsbury's offered vouchers for schools for every £10 spent, together with an extra voucher ...

Cold and flu can make you feel like hibernating. Staying in and curling up. To help Kleenex® consumers get through the worst of the winter season, they created a unique premium – the Kleenex® Sofa Snu ...

The Lloyds TSB AMEX Rewards Credit Card offered 0% interest on balance transfers for 9 months with a very visual Noughty and Nice doughnut promotion – the double meaning of zero and a tasty pastry bei ...

This case study demonstrates a successful launch of the Irish News GAA Fantasy Football competition ahead of its competitors. The low-budget campaign used direct mail - a medium not traditionally used ...

In 2004 The Scotsman implemented a long-term strategy to reverse a decline in sales, which was following a market trend. New sales could only come from readers who were not loyal to one particular pap ...

A very neat case, with an intelligently applied small budget generating an immediate (short-term) response in increased mall traffic. By making a real event out of a promotion, family’s advertising br ...

Vodafone New Zealand’s brand preference and customer satisfaction were starting to show some strain. It’s customers were hoping Vodafone would match Telecom New Zealand’s $10 text offer. But Vodafone ...

A review of Air New Zealand’s loyalty programme revealed two major trends – consumers were finding it difficult to redeem their points and the airline was carrying a fiscal liability in terms of accru ...

In the summer, promotions flood the market, as gasoline outlets and their convenience stores try to attract traffic. But these promotions do little to differentiate themselves. In reality, Irving’s Cr ...

This paper tells the story of McVitie's 'Deliciously Self-Centred' advertsing campaign for its Jaffa Cakes between 1999 and 2002. Tracking research, econometric modelling, blind and branded tests and ...

This campaign was based on empirical evidence showing that secondary smoking leads to various health problems. The objectives were to increase awareness of second hand smoking among the Hispanic popu ...

This silver-winning paper is not about the world of big brand advertising. It documents how a campaign of 10-second price promotion ads, with minimal media support, generated over £300m incremental re ...

Oxo Gravy Granules had received little above-the-line marketing support and with the BSE controversy still raging and Christmas approaching, something needed to be done quickly. A prize draw was decid ...

Paper in two parts. Part 1 describes the TV corporate image campaign for Cheltenham & Gloucester, to improve perceptions of size and distinctiveness; Part 2 a TV campaign in 1995 to drive sales of mor ...

How advertising helped British Airways to find a new solution to the problem of passenger shortfall. New approach exploded a number of accepted beliefs: that using consolidators is the best way to off ...

1989 TV campaign to promote a free camera giveaway promotion for Supasnaps, first tested in Scotland in 1988. TV in 8 areas, double weighted in Tyne Tees, supported by national press and displays in s ...

Campaign supporting two promotions for the Young Persons Railcard (1987?). The promotions generated £14.5 million profit for British Rail, for an advertising spend of £391,800. Cards sold were 20% mor ...

1978 `Test Drive' campaign for Triumph Dolomite. This promotion used a new technique: locate neighbours of known recent Dolomite purchasers and offer them (by mailing) an incentive to test drive a Dol ...