Other and ambient media: Primary medium

 

With a focus on the use of Street Teams, CareerBuilder looked beyond traditional communications and tried to engage consumers, and encourage them to interact with the brand. Street team members were d ...

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

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 ...

Wine and spirit manufacturer Berentzen holds an annual winter seasonal promotion that features a branded hand cart distributing drinks around Germany. In an effort to improve perceptions of the brand, ...

The launch of Nivea DNAge was to be the biggest of any anti-aging product in Austria in 2006. The challenge for DNAage was to differentiate itself from other skin care products based on its proven dir ...

The Irish mobile phone market is oversubscribed and competitive, and the most effective way to win customers is to take them from competitors. In an effort to exploit an area of untapped potential, Vo ...

Yahoo!, one of the early stars of the Internet, was launched in 1993 as Jerry's Guide to the World Wide Web, offering early users of the Web a way to navigate the quickly expanding Internet ...

Helmed by the British entrepreneur Sir Richard Branson, Virgin Atlantic Airways Limited hoped to attract the posh jet-setters abandoned by Concorde, a line of supersonic jets owned by British Airways. ...

Rheingold beer, originally produced by the Liebman Brewery of Brooklyn, New York, had enjoyed a several-decades' stint at the top of New York City's beer market in the middle of the twen ...

After their run of two consecutive championships in 1989 and 1990, the Detroit Pistons of the National Basketball Association began a decline that lasted into the early years of the twenty-first centu ...

In the 1990s and early 2000s MTV Networks Company's MTV was the leading trendsetter among American youth. Though initially it solely aired music videos, MTV had evolved into a network focused o ...

Borders Group, Inc., the second-largest American book retailer after Barnes & Noble, Inc., adjusted to a trend of dwindling mall traffic by erecting more and more superstores, which tallied 435 ...

The Basketball Club of Seattle, LLC, owners of both the National Basketball Association's Seattle SuperSonics and the Women's National Basketball Association's Seattle Storm, had ...

The car maker Audi of America, Inc. (AoA), was the American arm of the German company Audi AG. The Michigan-based automaker's advertising changed drastically in fall 2004 when Stephen Berkov to ...

Pampero, a Venezuelan brand of rum, only had active markets in Belgium, Italy, Spain and Venezuela, and, as this brief case study shows, this campaign sought to persuade Diageo Rum Brand Managers glob ...

The new digital TV channel BBC Three targets a younger age group than the traditional BBC channels with comedy and youth programmes. However, as part of the BBC, it was suffering losses to its competi ...

ABSOLUT CUT, a new vodka premix, was being launched in the ANZ market. The product was housed in a clear 330ml bottle with distinctive 'cuts' etched into the glass, and was 5.5% alcohol, lower than it ...

By 2004, Lynx in Australia had a strong and loyal following and enjoyed a strong premium in its category. By a number of commercial measures over the last 10 years, Lynx had been a runaway success. Ho ...

The motion picture film business in Canada has two competitors, Kodak with over 70% share, and Fujifilm with the remainder. With the shift of major productions away from Canada the film business was s ...

This is the story of how Toyota Canada's smallest car ever became its greatest launch ever. The campaign was based on the realisation that the company couldn't sell Yaris as a sub-compact; it had to p ...

This paper describes how in 2005/6 Farmers repositioned itself as the fashionable, destination department store for contemporary Kiwi women. The new season television executions achieved prompted rec ...

Pampers sought to accelerate brand trust and business growth in two markets facing very specific and different challenges. In Sweden, Pampers is the second player behind a strong local competitor Libe ...

This campaign for the Home Office encouraged women in abusive relationships to telephone the government's new helpline. Most abused women do not see themselves as victims of a crime. The advertising h ...

This campaign aimed to help Hewlett Packard sell digital technology to young artists by connecting with them and their ambitions emotionally and sympathetically. The solution was to set up a gallery, ...

This paper describes a campaign for Transport for London (TfL) to persuade car drivers to make more journeys by bus. The key insights were to show that buses were more convenient for local journeys, a ...

In the fall of 2004, United set out to launch a new low-cost carrier-a move that was critical to staving off the competitive upstarts and helping the company emerge from Chapter 11. In just six short ...

In the lead up to the Fall 2002 television season, Tthe Family Channel's audience and revenue growth had begun to flatten. Moreover, there was the impending launch of new digital services targeting ki ...

This is the amazing story of how a blighted 1960s high-rise building became an object of domicile desire through re-branding, and altered the landscape of residential property marketing in the process ...

Campaign to increase condom use, as part of the government's Sexual Health Strategy. Requirement was for a long-term, fully integrated communications programme, targeting 18-30 heterosexuals mainly in ...

This is the story of how an underdog built its share of the kid audience by 50% in just six months, passing Teletoon in #2 position, and closing in on YTV, the long-reigning #1. There were two issues. ...