By country: Australia

 

This 2005-06 campaign for Telstra's BigPond broadband offer aimed to encourage broadband take-up and reverse Telstra's declining share, and, specifically, to raise it from 39.7% to 41.5% over the 12-m ...

This 2006 campaign by Amalgamated Holdings aimed to promote the ski centre of Thredbo during the worst-ever snow season. The objective was to persuade skiers (and particularly those of an adventurous ...

This 2000-07 campaign for Meat and Livestock Australia (MLA) aimed to make lamb the national dish on Australia Day, thus creating a new cultural tradition. This involved advertising in January, tradit ...

This case study looks at the 2005 launch campaign for the Hyundai A-League, the national football competition run by Football Federation Australia (FFA). The competition it replaced, The National Socc ...

This 2000-06 campaign for Bundy (Bundaberg Rum) focused on its trademark character, the Bundy Bear (the mate every Australian man wants to have), which through advertising became the personification o ...

This 2004-06 campaign looked to position Sunbeam as a credible coffee-machine brand. Previous advertising had failed to make an impact, and there was a belief that only European coffee machines, from ...

This case study details a six-year campaign (2000-06) for XXXX Gold mid-strength beer in Queensland. During this period, the beer market was declining, and the brand faced competition especially from ...

This paper discusses a campaign for Skins, an athletic brand designed to improve blood circulation and reduce build-up of lactic acid (which makes muscles ache after exercise). The marketing objective ...

Michele Levine, CEO of Roy Morgan Research, takes a thorough look at what makes an innovation a success. She contends that it goes beyond R&D, multi-disciplinary approaches, technology and consumer f ...

This is a story of on-going effectiveness over 15 years. The efforts have been consistent and have addressed all the factors that contribute to road trauma. The TAC campaign should be viewed, not as a ...

Tourism Victoria's Jigsaw campaign is the longest-running tourism campaign in the world, connecting with consumers and the tourism & advertising sectors. Over its 11 year duration, positive attitudes ...

In the late 1990s, Benadryl's long history started to work against it with newer brands enjoying more positive perceptions both among consumers and pharmacists. Pfizer responded with a concerted effor ...

By celebrating Canadian Club's difference from its competitors, advertising enabled this spirit to enjoy unprecedented success in the Australian dark spirits market. Canadian Club's advertising was so ...

This case study is about advertising 'revving up' a traditional juice brand and turning it into a premium juice leader. With two campaigns, the advertising enabled V8 to firstly grow and then defend i ...

In 2001 Lipton carried out the rebranding of its tea renaming it ‘Black Tea’ to target younger drinkers. The author considers the confusion caused by the new title and the drop in sales volume of 38.4 ...

Sunny Queen Farms, the Australian egg producer, launched an initiative to improve brand loyalty and increase market share of its branded (as opposed to generic) eggs. Sunny Queen Farms successfully di ...

In November 2002, Griffith University launched new advertising designed to rebuild its brand. What followed was an authentic, compelling and unexpected campaign that elevated Griffith from the clear ' ...

Virgin Money's challenge was immense: launch a new credit card into one of the world's most mature and sophisticated markets, but with no existing customer base. Plus, convince consumers of Virgin Mon ...

In 2002, McDonald's was in crisis following a decade of declining sales trends. Myths concerning the poor quality of the food abounded and the corporation was held up as the caricature of an obesity-r ...

This case study details a sustained return on investment achieved from an outstanding advertising campaign, the 'Red Meat. Feel Good' campaign. As the Gold Pinnacle winner in the 7th Advertising Effec ...

The 'Quest' or 'Tongue' ad, as it came to be known, was a powerful creative answer to one of alcohol's toughest challenges; to grow beer sales in a volume challenged market with a 'middling' brand. Wh ...

Since the late 1980s, sales of Juicy Fruit chewing gum had been in decline in Australia. Wrigley’s decided to target teenagers, refocus on the brand and revitalise it with two new product flavours. In ...

This case demonstrates how an effective marketing strategy that can be continually refreshed creatively can provide long-term and even exponential growth in success and rewards. The 'We love our Lamb' ...

The Linda brand has enjoyed a strong association with electric blankets ever since the 1980s, but faced a need to reconnect with consumers. It sought to take Sunbeam away from talking about product sp ...

Hahn Premium Light (HPL) was launched in 1998 and took only 22 months to achieve segment leadership. By 2003, however, three new light beer brands (Cascade Premium Light, Sterling and Boags Premium Li ...

This case study will demonstrate how Virgin Mobile's 'Virgin to Virgin' campaign delivered $37.9 million in incremental profit and a return on investment of $4.36 for every $1.00 spent. The communicat ...

The task was to create an ad that would get teenage girls to start practicing safe sex. Research revealed that teens were twice as much worried about getting pregnant than catching AIDS. Pregnancy was ...

Faced with a brief to raise awareness of Chlamydia, a sexually transmitted infection and the fastest growing infection of any type in NSW, the instinctive reaction was to do something shocking, sexual ...

Every year in Victoria, Australia approximately 95 lives are needlessly lost to low level speeding and 1300 serious injuries occur. Contrary to popular belief doing a little bit over the speed limit ...

Such is the lack of differentiation between products in the premium beer category it is often said that consumers simply make their brand choices by 'drinking the advertising'. This is a case in which ...