Target Groups: Business-to-business

 

In June 2004 Plantation, Florida-based DHL Holdings (USA), Inc., a subsidiary of DHL, which was headquartered in Belgium and was itself a subsidiary of the privately owned German postal service Deutsc ...

Delta Air Lines was the number three air-passenger carrier in 1999, behind number one American Airlines and number two United Airlines. Delta's goal was to move up in the rankings to number o ...

"Millions of reasons to fly today; only one that matters to you" was the central message of the "On Top of the World" campaign for Delta Air Lines, Inc. The campaign ackn ...

Cisco Systems, Inc., the world's largest producer of Internet switches and routers, released advertising prior to 2004 that simply encouraged people to use the Internet more. As Internet use in ...

Cargill, Inc. decided at the end of the 1990s to recast its image as a staid commodities company to an innovative provider of solutions for its food industry customers. The company developed a 10-year ...

AirTran Airways took to the skies in 1997 following the merger of AirTran, a small carrier serving 11 cities from its base in Orlando, Florida, and ValuJet, a discount carrier struggling to rebuild af ...

Andersen Consulting, a global technology, management, and outsourcing consultancy, was forced to change its name after splitting with its sibling company, the accounting firm Arthur Andersen, in Janua ...

The new Mr JetSet campaign for Eurostar in 2004-05 aimed to build on the success of the 2003 relaunch. The campaign's objective was to encourage business travellers, for whom the habit of flying to Pa ...

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 ...

The pharmaceutical company Sanofi Aventis wanted to develop a loyalty programme for pharmacists, called the “YOUnique club”, so that pharmacists could accumulate points to have access to prizes releva ...

This short paper discusses Diageo's unique efforts to educate its trade partners in the best way to present and serve all five variants of Johnnie Walker Whisky in order to bring opinion leaders close ...

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 ...

De Tijd is a business newspaper that regularly publishes brochures on different topics in its weekend edition. This brief study discusses one such brochure, which featured Belgian rules and regulation ...

Air cargo is a competitive business in which clients frequently swap suppliers. Following the merger of Air France & KLM cargo, the aim was to become the most effective and customer-driven air car ...

In Ireland, research showed that 80% of consumers did not differentiate between vodka brands, and bar owners were suffering following the introduction of the smoking ban. This brief study shows how th ...

Since Greeks enjoy at least three coffees a day, the concept of Ideacookies was that ideas wrapped in individually packed cookies would make their day. As this brief study shows, McCann Erickson Athen ...

This brief paper discusses the campaign for the Nokia 9300, a 'hero device' selected to be marketed and distributed in several countries at once. This exclusive, high-impact Nokia 9300 Terminal promot ...

This short paper centres around the launch of a new range of Freshways sandwiches at the IFEX exhibition to target key trade customers. One week prior to the event, they received an invitation to visi ...

A. Lange & Söhne, a small, exclusive German manufacturer of the finest luxury mechanical watches, wanted to raise international brand awareness by introducing a new milestone product, the Lange 1 Time ...

Purolator Courier is the leader in a courier category that is very fragmented and has limited growth potential. It is Canadian owned and operated, and fights for market share against US based competit ...

As a relatively unknown player, with limited marketing dollars, Covad Communications sought to break the dominance of the telcos by introducing a Voice over Internet Protocol (VoIP) based business-cla ...

Holiday Inn is a brand that draws its image from the simpler times when families loaded up the Chevy wagon and took summer vacations on the road. However, with the family leisure travel stagnating, Ho ...

In trying to break into the highly competitive North American market, Les Mills was asking North American fitness clubs to switch from their existing (and in many cases, longstanding) group fitness pr ...

With objectives to raise unprompted awareness to 30 percent, brand advertising recall to 40 percent and achieve likeability of 5.5, NZI launched a new campaign. Targeting personal insurance customers, ...

In the first quarter of 2005 Infinity Broadcasting, one of the largest radio broadcasters in the US, launched a B2B campaign titled 'How Far Will You Go?' aimed at increasing its overall brand awarene ...

The DHL 'Competition' Campaign was intended to launch a fledgling brand into a stable marketplace dominated by two superbrands. Communications objectives were awareness/consideration and trial generat ...

People who stay at hotels like Holiday Inn Express don't care about chocolate mints on their pillow. But they do care about well executed fundamentals - a clean room, good breakfast, and a decent show ...

As 2005 dawned, Kodak's brand still sorely lacked the digital and innovation credentials it needed to compete in the new realities of the digital marketplace. By broadening its definition of itself an ...

Waste Management is not an attractive subject or message, and it takes a strong idea to turn this into something entertaining, informative and emotionally relevant. This case study focuses on a campai ...

Glen Catrine, a successful Scottish drinks manufacturer, was suddenly faced with the need to change the name of their flagship brand after almost 50 years. In the course of a few weeks they mounted a ...