Target groups: Youth

 

The main objective of Agis (health insurance company) was to grow the total young customers through the TakerCareNow! campaign. A triggering, teasing approach was needed to get the target group in tou

Tui was a popular regional beer brand in New Zealand, but its owner, DB Breweries, wanted to make it nationally successful. To do so, it needed to compete in a very competitive environment, and build ...

Tegel, a New Zealand supplier of chicken and turkey products, knew that it enjoyed strong levels of awareness, but also saw that sales for items such as chicken tenders and chicken burgers were being ...

In 2007, energy drink V celebrated its tenth anniversary. However, the energy drink sector was also becoming increasingly passé to its biggest consumer category, 18-24 year-olds, and V's television-ce ...

The New Zealand Army wanted to engage young people aged 13-24, and give them a taste of life in the army. Online was to be the lead medium in achieving this aim, as broadband was dramatically changing ...

Attitudes towards mental illness in New Zealand, as in much of the rest of the world, frequently took the form of denial, disinterest or even discrimination, driven through a lack understanding and ne ...

One in seven young New Zealanders experience serious depression each year, a condition closely linked to suicidal behaviour. Suicide itself is also the second most common cause of death amongst young ...

Bond & Bond was facing a challenging environment, in which its own sales were declining, competitors were advertising relentlessly, and New Zealanders were facing a recession. All of its brand health ...

Pannon GSM is a leading telecommunications operator in Hungary, serving in excess of three million customers, and with a 34% market share of the market. In January 2005, it launched its 3G mobile netw ...

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 ...

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 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 discusses the Police Service of Northern Ireland campaign against knife crime. The objectives were to raise awareness and change attitudes through education, a knife amnesty and advertising ...

The 2006 Home Office recruitment campaign for Police Community Support Officers (PCSOs) aimed to explain the value of PCSOs to the public. It was based on an advertiser-funded television programme fol ...

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 ...

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 2006 campaign for The Home Office focused on child protection on the internet. The key objective of the campaign was to protect young people from the dangers of paedophiles by getting them to ado ...

This paper details the 2005-06 campaigns (Commuter Travel and Leisure Travel) for First Scotrail, the national Scottish railway franchise, to encourage consumers to travel by train. Commuter Travel ta ...

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 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 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 Gold award-winning paper details the campaign for E4's TV teen drama 'Skins'. E4 is aimed at younger viewers (in 16-34 age range), and the objectives of the communications were to generate a sign ...

This Grand Prix-winning paper details the campaign for the Metropolitan Police's 'Trident' initiative, which aimed to tackle gun crime in London's black community. The objectives were to raise gun cri ...

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

The male fragrance market is highly competitive, with over 30 product launches every year. This results in a high degree of segmentation, which is especially a problem during the Christmas season, whi ...

Launching a new fragrance is highly expensive, and can only be considered a success once the brand has established a loyal base of repeat purchasers, combined with low levels of long-term adspend. Bos ...

Every four years, the rivalry between sports brands intensifies as each attempts to leverage the holding of the FIFA World Cup™, and its audience of billions, to their advantage. With the 2006 tournam ...

Nike was seeking to become the number one player in the women's sportswear category. To do this, it needed to inspire all women to feel like athletes - and it decided to use dance as the vehicle to co ...

Using a range of data, Charles Dawson ponders the growing trend for offspring to stay in the parental home when they are over 20, and the counter-tendency of the increasing number of young single-pers ...

The purpose of this study was to test whether Petty and Cacioppo’s Elaboration Likelihood Model is relevant to young people. An earlier central study on adults was replicated, through 330 in-depth int ...