Television : Primary medium

 

Nordea Bank is the largest financial institution in the Nordic area, and started its operations in Latvia in 2000, mostly aiming at corporate clients. By 2003, Nordea set itself the prime objective of ...

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 ...

Vodafone had pursued a limited music sponsorship programme prior to 2006, sponsoring tours by Kylie Minogue and running experiential activity with Robbie Williams and at Radio 1's One Big Weekend. Whi ...

Brit Insurance is a UK-based international general insurance and reinsurance group listed in the FTSE 250. The company wanted to focus its sponsorship activities more on the UK, and in particular Lond ...

In 2000, Norwich Union inherited sponsorship of UK Athletics from the newly-purchased General Accident and Commercial Union (CGU). While CGU had used it primarily to raise brand awareness through tele ...

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. In order to develop a set of clear and distinctive brand attributes, not historically associated with the ...

This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...

This paper details the 2003-06 campaigns for P&O Cruises. Advertising enabled P&O to help grow the market and maintain its share, in three different ways: 1) the erosion of conceptual resistance to cr ...

This 2005-06 campaign for Translink (Belfast's public transport service) aimed to promote the new bus service Metro after its name was changed from Citybus, and to grow both passenger journeys and rev ...

This 2004-07 campaign for the Scottish Executive aimed to address problems of literacy and numeracy in Scotland. The objective was to help those with difficulties in these areas and encourage them to ...

This 2006 campaign for Tesco aimed to encourage use of the Green Clubcard, and thus lead to a large reduction in the use of plastic carrier bags and boost to Tesco's 'green' reputation. Newspaper adve ...

This Road Safety Authority (Republic of Ireland) and Department of the Environment (Northern Ireland) campaign from 2002 aimed to raise the awareness generally of the number of pedestrians being kille ...

This paper details the campaign for the Northern Ireland Fire and Rescue Service to stop attacks on firemen. It was made up of two stages: the first sought to involve the community, and the second too ...

Northern Bank’s repositioning after the Danske Bank takeover in 2004. Although long established and community orientated, Northern Bank offered an aging customer base uninspiring products due to owne ...

This paper discusses the 2006 launch campaign for IRN-BRU 32, a caffeinated energy drink aimed at the 18-30 audience, and competing mainly against Red Bull. TV was the main medium used, supported by r ...

This paper discusses the 2005-06 campaign to launch Curanail, an OTC product by Galderma to treat fungal nail infection. The objectives were to raise consumer and trade awareness, meet sales targets, ...

This paper discusses the 2006-07 campaign by Standard Life Investments to increase customers and turnover at the Churchill Square Shopping Centre in Brighton, which was facing a decline on both measur ...

This paper details the 2006 campaign for BT Broadband in Northern Ireland (BTNI). The objective was to substantially increase the number of connected homes, in a crowded market where competitors were ...

This paper discusses the 2004-06 recruitment campaign for the Army Cadet Force (ACF). The objective was to motivate suitable people to become adult instructors, and the communications strategy used na ...

This Bronze Award-winning campaign for Pilkington Pro-Activ self-cleaning glass aimed at enthusing employees and promoting the product to the trade and the ultimate consumers, homeowners. The most imp ...

This Bronze Award-winning campaign for Aqua Optima water filter cartridges aimed to transform the fortunes of a brand at risk of extinction in a sharply declining market. The objectives were to streng ...

This Bronze-Award winning paper discusses Historic Scotland's campaigns to get people to attend major one-off events at its properties. Press, radio, outdoor and TV were all used, as was a free weeken ...

This paper describes how an existing promotional offer was transformed into a successful brand-building promotion with a fully integrated marketing campaign. In the first regional test an investment ...

Despite a 40% penetration in households, Kellogg’s the producer of the cereal, Weetabix, decided to reinvent the message of its advertising to increase growth and price whilst retaining penetration. T ...

This Bronze Award-winning paper details the launch campaign for Coca-Cola Zero, a zero-sugar version of the brand targeting a male audience. The mainly media used were TV, posters, online and free new ...

This Bronze Award-winning paper discusses the advertising for Carex antibacterial handwash from 1999-2006. The first phase, on TV, raised awareness. A later press campaign targeted mothers, and a majo ...

This paper describes how by generating reappraisal Ryvita Minis, advertising created awareness, product consideration, trial and repeat purchases above benchmark levels. Minis achieved year three pay ...

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 ...

This Silver Award-winning campaign for Original Source bath products aimed to move it away from its 'niche brand' status and increase penetration and market share, without diluting the brand's well-es ...

This Silver Award-winning campaign for the Department of Work and Pensions (DWP) was designed to launch its new electronic Direct Payment system. The basic idea used TV and direct mail, supplemented b ...