Sponsorship (of media): Primary medium

 

Schwartz has a heritage in herbs and spices, but also produces a huge range of sauces and dry sachet mixes, priding itself on its twin attributes of quality and authenticity. However, research carried ...

This Silver Award-winning paper details the campaign for Brother multi-function home office equipment. Brother was a weak brand in the home consumer market, against much stronger competition, but spot ...

In 1998 Time Warner Inc.'s Cartoon Network, second in children's programming to Viacom Inc.'s Nickelodeon Network, was a 24-hour basic-cable service offering nonstop animated ente ...

This 2005 campaign to 'Make Sainsbury's Great Again' came against a background of previous decline. The integrated approach towards solving this problem involved TV, programme sponsorship, in-store, o ...

In 2004-05, Brother launched its new multi-function inkjet machines. Lower prices, a weakening brand image, and the growth of mass market buying meant that Brother had to shift its communications stra ...

This is an excellent example of how to use TV sponsorship well. Back in 2003, First Choice was a relatively new brand. To put their brand name firmly at the forefront of consumers’ minds for the 2004 ...

During unfavourable economic times in 2002/03, “Standard Life” hired “The Leith Agency” to instigate a campaign to rebuild customer confidence, and improve perceptions of the brand. Employing a warm a ...

This low-budget campaign for Fiat vans was based on exclusive sponsorship of the Sun's weekly SuperGoals supplement. The aim was to attract van drivers who are only interested briefly when in the mark ...

Automotive advertising in Quebec, like anywhere else, is constantly in rush hour mode. On TV, radio and newspapers the manufacturers run bumper-to-bumper trying to capture consumer attention—with spec ...

With the launch of the EOS300D, a new Digital Single Lens Reflex (SLR) camera, Canon took professional technology and made it available to a wider audience. The aim was to double category sales in the ...

By 2003, 63% of New Zealand’s population had at least one credit card. Visa’s market domination, with 69% penetration, was under threat as MasterCard and Amex invested heavily and eroded Visa’s share ...

The ‘Tui is Hardcase’ campaign has grown Tui into a powerful brand over the past three years in the declining and very challenging mainstream beer market. Without the campaign Tui is just another 4% m ...

The case study describes how, although brand leader, Durex had obtained an old fashioned image. The campaign objectives were to reverse this perception and recruit young condom users to the brand. The ...

SICO Inc. is the largest paint manufacturer in Canada. Their paint portfolio in Quebec has been made up of Sico (the flagship), Château, and Crown Diamond. The arrival of big box stores provoked a fer ...

Campaign for West End Quay Ltd's regeneration of a 120 acre site at Paddington, one of the largest redevelopment projects in Europe. Objective: to sell the residential properties as expediently as pos ...

In the late 1990s Domino's had a poor brand image and lagged behind Pizza Hut. Pizza delivery was regarded as the lowest rung in the fast food market. By introducing new technology to ensure that pizz ...

Campaign for Allliance & Leicester bank.. Objective to build the brand and predispose customers towards it – in a market suffering much from cynicism. Method was to present tha bank as seeking to unde ...

Datek Online began its campaign in Q4 1999 facing stiff competition. Others in the category had already established their brands with unprecedented budgets. In order to build a brand, Datek would ha ...

1994-1998 Norwegian campaign for Yellow Pages (Telenor Media). Objective was to improve awareness, knowledge and perceptions of Yellow Pages among advertisers, users and employees. Advertisers had to ...