By target group: Income, grade: ABC1, office

 

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 2005 repositioning campaign for Homebase, the DIY retailer, sought to reverse a previous decline against B&Q by promoting the idea that Homebase provides everything you need to make a house a hom ...

Following the limited success of its attempt to cultivate a niche market for its organic Seeds of Change products, Masterfoods redeployed its £587,000 (approximately $1.1m at 2008 rates) media budget ...

This small budget campaign for the Disability Rights Commission in 2005 was intended to raise awareness among opinion formers (journalists, politicians, and the ABC1 public) of the extent to which dis ...

This 2004-05 campaign for the GMG Radio Group set out to launch a new station, Smooth FM, which has gone on to become the second largest station in the North West of England. The launch was a re-brand ...

ING Direct launched with the intention of growing both their product and brand. Knowing the crowded and customer-loyal nature of the industry, ING Direct carved a niche, applying the positive attribut ...

Prior to 1999, Lancashire had done very little marketing activity. However, in September of that year, the Lancashire Tourism Partnership approached Radford with a very simple brief: to ‘do something’ ...

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 ...

Scotland’s Children’s Hearings system works with young people who may have offended, or have been neglected or abused. It concentrates on the welfare of the child and puts decisions into the hands of ...

Caledonian MacBrayne has been providing ferry services to the people of the Clyde and Hebrides for over 150 years. In 2003, Calmac was about to enter a competitive tendering process to win the busine ...

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 ...

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 ...

The Peugeot 407 was to replace the 406 within the M2 segment (upper middle range class), a major segment of the European market. However this segment is unappealing due to its limited variety compared ...

How to convince people to buy bulky, heavy single-lens reflex (SLR) cameras when slick credit card sized digital compact cameras make acceptable photos? Canon required a campaign that would entice com ...

At a time when rival publishers in Scotland were launching portal sites (e.g. scotsman.com, icscotland, Scotland Online), SMG plc created individual specialist sites under the one brand umbrella, 's1' ...

Faced by stagnant sales, Magnum, the first ‘adult’ ice-cream, launched a campaign to reinvigorate itself across Europe. The idea was to promote the brand through a limited edition range. Sales grew 20 ...

This case study tells the story of how Listerine was first repositioned, in response to a faltering performance, from a breath freshener to an oral hygiene and dental defence brand. It then shows how ...

In 2001, investment company M&G perceived a declining brand image and poor fund performance. Aiming to reverse both, M&G launched an untraditional campaign focusing on an informative, honest and trust ...

This paper explains how Scotland's revolutionary Children's Hearings system, which works with young offenders, has used advertising to inspire and motivate local people in local communities. The paper ...

Many advertisers, and most if not all newspaper brands, employ a mix of promotional and brand advertising to grow share and sales. Few do so with a creative campaign that easily accommodates both agen ...

This case study supports an important truth about retail: good product doesn’t sell itself. Advertising has an important role in shaping perceptions. The story starts in late 2002 when, while the rest ...

This paper shows how advertising created a phenomenon in the dull world of directory enquiries, propelling an unknown brand to market leader within a matter of months. It was a brave decision to adver ...

Within the UK market, despite being a 99% penetration in households, there was no real differentiation in milk brands, and this was a gap Arla sought to exploit. Using the PurFiltre product developed ...

In order to sustain Evian’s premium price in a commoditized market, Evian’s “We will rock you” campaign adopted a whole new advertising approach: no longer consider Evian to be just a water brand, fol ...

At the start of 2001, Flymo, a market leading brand, was under threat from a number of sources. ‘Hover collect’, a category Flymo had invented, had lost over 25% of its market share. Lack of brand sup ...

This case study describes how a Northern Ireland telecommunications company broke an internet price barrier across the whole of Ireland. The authors explain that whilst most of Europe enjoys flat rate ...

Having successfully tendered for the Spring Breaks campaign for the Northern Ireland Tourist Board, FireIMC took on the challenging brief of changing consumer perceptions of Northern Ireland as a shor ...

This researched-centred study describes the development of a North of England based bakery. The paper reports on the quantifiable results of a tracking study and mailing research. The results of a p ...

This campaign was mounted in the aftermath of 9/11 when tourism to Ireland fell, especially from the US. It was aimed at upscale travellers from Great Britain, Germany and France. The creative strateg ...

The agency state that the Mini tradition is alive and the product has been repositioned as the premium car in the compact segment. The communications objectives were to increase awareness with the cre ...