W - X: WCRS

 

The mobile phone market is under an increasing threat of commoditisation, and is home to notoriously fickle customers. This paper discusses the relaunch of the Millennium Dome as The O2, a sponsorship ...

Safer Travel at Night is a partnership between the Mayor of London, Transport for London, and the Metropolitan Police. CABWISE is central to all communications, and aims to reduce the use of unlicense ...

This Agency Profile provides key details and analysis of WCRS, including its latest activities, market position, financial performance, Brands, structure and history, together with onward links to rel ...

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 paper tells how Britain's biggest private health insurer repositioned itself in the public imagination as a health and care company that anyone can use. At the heart of this brand reinvention is ...

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 ...

1999-2001 campaign to relaunch BUPA. Private medical care suffered from low consideration (reasons discussed). Need to grow perceptions of BUPA beyond an elitist PMI service and to make its broader of ...

Campaign 1998-2002 to transform and update image of Debenhams. Solution identified brand strengths and `re-engineered' them to fit new trends. New positioning: build on the accessibility of Debenhams ...

Campaign to launch Vodafone’s roaming Prepay service for use abroad. TV and poster ads built on the reasons why people write holiday postcards. High awareness and interest achieved. Gold winner, APG A ...

An advertisement on its own is never going to get people to buy a car or change banks, argues this paper. What really influences big decisions is personal recommendation and the views of family and fr ...

1999 `Just Talk' campaign for Orange mobile phones. Specific objective to raise Orange's share of the pre-pay phone market from 11.2% to 19.5% (over 70%) in last quarter of 1999. Used TV, press, radio ...

1999 campaign to reposition and revitalise BUPA. BUPA is the definitive private medical insurance (PMI) brand, but PMI by 1998 was stagnating, and BUPA was losing awareness as well as attracting some ...

This is a follow-up to previous IPA papers in 1996 and 1998 describing the launch and growth of Orange into an immensely valuable international brand. It is argued that the Orange brand concept is uni ...

Campaign in 1999 by WCRS for Rover (Special Edition car advertising for the Rover 200 and the Rover 400). Idea based on showing how it feels to drive the car - Rover `Chemistry'. Media not stated.

Campaign in 1998 by WCRS for Freelander (Land Rover), to launch the car internationally. To position brand for the future, new `car-like' styling was married with the Land Rover heritage. Media: 6 sho ...

Campaign in 1998 by WCRS for Asahi beer (Asahi Corporation of Tokyo, in association with Bass Brewers). Objective: to launch into the on-trade, in London only, with limited budget. Media: tube cards, ...

Campaign in 1998-9 for Orange. Task: to retain the brand's aspirational values at the same time as delivering rational sales-based messages, when mobile phones were going mass market and thus being de ...

This paper describes the planning for the Sega 'Dreamcast' games console campaign, which sought to recapture the market leading position which Sega had achieved with the 'Megadrive' (and subsequently ...

Campaign in 1998 by WCRS for Mecca Bingo. This followed the lifting of the restrictions on Bingo advertising in 1997. New understanding of what Bingo means to its players as a social event. Medium: TV ...

When First Direct launched in 1989 it was the first and only telephone bank, but by 1995, 75% of banks had launched a direct telephone service. In response, First Direct relaunched and challenged cons ...

1996-98 campaign for Orange mobile phone, the first 2 years after the company's flotation. Objective: shareholder values. Market and competitive situation discussed. Orange committed itself to a brand ...

This 1998 paper shows how the 1994 decision to make Bell's Scotch Whisky the first significant spirit brand to advertise on television has influenced the brand's fortune. The strategic decision adopte ...

First Direct, the UK's first 24 hour telephone bank, wanted to reach consumers who were dissatisfied with their own banks but couldn’t be bothered to switch. A campaign, featuring comedian Bob Mortime ...

In April 1996, BMW launched its new 5 Series. The communications challenge was to deliver a launch worthy of BMW while remaining within the limited budget. The new 5 Series was more than just a well p ...

By 1996 satellite channel Bravo had an established image and target audience. In October 1996 Flextech Television, Bravo's owner, invited WCRS to pitch for the task of repositioning Bravo as 'adult en ...

When WCRS inherited Worthington in 1995 the brand was in a pretty sorry state. Sales were in double-digit decline and, most worryingly of all, it had been thoroughly upstaged by its three main rivals ...

For the launch of Carling Premier, agency planners sought to harness the productiveness but not the restrictiveness of the creative process. Planning, beyond the provision of strategic thinking, serve ...

1996: The year Orange's subscriber base doubled, market share increased by 64%, annual share of market growth rose by 90% and the company floated on the stock exchange for £2.45 billion. By 1997 consu ...

Story of the 'I bet he drinks Carling Black Label' TV campaign, 1983-95. In these years, volume sales (which had previously been shrinking) increased 48%, while market as a whole remained flat: this i ...

Gold prize winner. First 2 years of advertising for Orange (1994-96). Marketing problems at launch described, with two very strong opponents (Cellnet and Vodafone). But they had allowed the market to ...