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Village Voice Newspaper: New York writes itself
Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by the Village Voice, an arts and culture publication based in New York City, USA, which sought to re-establish the brand by inviting ordinary people to write for it.
This case study describes a campaign by the Village Voice, an arts and culture publication based in New York City, USA, which sought to re-establish the brand by inviting ordinary people to write for it. Village Voice had a history of capturing the uncensored voice of the city, and so invited people to submit real, everyday stories about life in New York to a website. The magazine was experiencing decline as a result of the development of the internet and so needed to innovate. Recognising that people enjoyed commenting on articles and being part of the narrative led to inviting them to submit pieces to a competition. Ads promoted the competition, and artists were commissioned to create limited edition prints that depicted some of the stories. The best stories were woven together to create a sold-out crowdsourced play, with some of the profits donated to charity, further enhancing the brand's reputation.
TripAdvisor: Selling the product no one wants
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a business to business campaign by TripAdvisor, the travel website, which targeted hoteliers.
This case study describes a business to business campaign by TripAdvisor, the travel website, which targeted hoteliers. Featuring on the website is free, but a paid-for business listing is required to display contact details. The company had already attempted to sell this service to most of the target group and been refused, with mailings ignored. To make the direct mailing engaging personalised business results from the hotel's TripAdvisor were included, such as page views, traveller reviews and similar. The mailing explained what each hotel gained from its TripAdvisor page, and what it could gain by buying a business listing. This mailing delivered 617% ROI.
Google Chrome: Ramakien
Direct Marketing Association - US, Gold, DMA International ECHO Awards, 2013
This case study describes a campaign for Google, the internet technology company, to launch its Chrome internet browser in Thailand, using the technology to tell a traditional story.
This case study describes a campaign for Google, the internet technology company, to launch its Chrome internet browser in Thailand, using the technology to tell a traditional story. Research suggested that consumers in this market respect tradition and enjoy seeing traditional stories in a modern context. The product's capabilities were showcased through the telling of a traditional story - Ramakien - that has been passed down through generations. As the story was told, interactive experiences demonstrated Chrome's features and security, and Google's services. During the campaign there was a 53% increase in usage, making it the most widely used browser in Thailand.
iButterfly: Turning the sky into a canvas
Alice Lee, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes the launch in Hong Kong of iButterfly, a smartphone app for collecting virtual coupons shaped like butterflies.
This case study describes the launch in Hong Kong of iButterfly, a smartphone app for collecting virtual coupons shaped like butterflies. Giveaways and money-off rewards, often distributed by newspaper coupons, were very popular in Asia. Dentsu brought the iButterfly concept from Japan to make coupons a more exciting, more social experience for consumers, and a more useful tool for advertisers. The app featured 'gamification' and 'augmented reality': virtual butterflies would be released in an area of the city, which users would find using smartphone cameras, before 'flicking' virtual nets to catch them. High profile marketing events, such as a unique butterfly carrying a coupon for a new phone from Samsung, increased the app's popularity. Over 100 campaigns were launched, 1.8 million impressions were gained on Facebook and the app was taken to another 10 Asian markets.
Yatra.com: India's got a new travel agent
Bhakti Malik, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Yatra.com, an online travel portal in India, increased unique site visits and sales by using celebrity endorsement through ownership.
This case study describes how Yatra.com, an online travel portal in India, increased unique site visits and sales by using celebrity endorsement through ownership. Yatra.com sought to convince consumers of their 'best deals' promise. The new owner gained press coverage and was followed up with television, online and print advertising. The new celebrity owner allowed the company to personalise its brand by featuring him in television ads as negotiating for deals on flights on holidays. As a result of the campaign sales of domestic holidays increased by 212% and international holidays by 44%. Yatra.com also increased brand trust and recommendation.
Apps Daily: Selling an unconventional product through an absent channel to an unwilling customer
Dipayan Chatterjee, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes the process of rebranding undertaken by AppsDaily (formerly Mobi), the mobile apps company, in India.
This case study describes the process of rebranding undertaken by AppsDaily (formerly Mobi), the mobile apps company, in India. The company had found it difficult to convince retailers and consumers that mobile apps bought offline were relevant to them, but were convinced that this was a gap in the market since many of India's mobile phone users did not have handsets that could purchase apps online. A rebranding exercise was undertaken to reposition the company and make it more relevant. As a result AppsDaily had increased its channel by 214% and unit sales by 600% within a year.
The Sound of Big Data: Understanding a day in the life of a sound listener
Nadines Guhlich, Rey Farhan and Alistair Hill, ESOMAR, Congress, Istanbul, September 2013
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research.
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research. SoundCloud has a vast amount of data regarding usage of its platform, but wanted to understand offline behaviour and how this interacts with the platform. Research participants completed time diaries through their mobile phones and the information they provided was combined with data on their usage of the platform. This approach has the advantage of more accurately recording what respondents are doing as they tend to have their mobile phones with them at all times and are able to record their activities immediately. Combining Big Data, consumer research methodology and mobile device data gathering allowed SoundCloud to gain an holistic understanding of consumers, including different usage behaviours at different times of day and weekends, what motivated people to listen, and why they shared music online.
Organizational Research Reinvigoration: How a top-five media company reoriented itself around human insights
Christian Kugel and Cortney Henseler, ESOMAR, Congress, Istanbul, September 2013
This paper explains how AOL, the internet company, established a new consumer analytics and research team.
This paper explains how AOL, the internet company, established a new consumer analytics and research team. While AOL has historically struggled with the role of research, analytics and insights, the company has recently re-oriented itself around the voice of the consumer. In doing so, research became a critical function and central to the company's decision making. The paper also describes how this team's role has developed, and how other research organisations can replicate this success.
Google Chrome: Open Spaces - Creating street art through the web
Sheila Melbye, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes a campaign in which Chrome, the internet browser from Google, targeted Indonesian youth.
This case study describes a campaign in which Chrome, the internet browser from Google, targeted Indonesian youth. Chrome continued to lag behind the dominant browser following broadcast advertising that had built overall brand awareness but was yet to deliver significant increases in regular use. The campaign - Open Spaces - invited people to create street art through the web, by building a competition where everyone could create and vote for artworks that would be recreated on buildings in key cities. The result was a highly engaged audience submitting, voting and rallying for art pieces, and sparking social conversations. Critically, the rate of growth for Chrome usage quadrupled after the campaign launched. It also significantly outperformed 2011's TV-led campaign, delivering a 31% higher rate of growth and achieving a 60% higher ROI.
Benefits of Mobile Commerce in the Pay Parking Industry: How the Launch of the P$ Mobile Service Has Changed the Parking Experience in Montreal.
Brady Murphy, International Journal of Mobile Marketing, Vol. 8, No. 1, Summer 2013
Mobile smartphone usage in Canada has grown by double digits over the last five years, with 48% of Canadians using smartphones in March 2012, up from 33% in 2011 (CWTA, 2012).
Mobile smartphone usage in Canada has grown by double digits over the last five years, with 48% of Canadians using smartphones in March 2012, up from 33% in 2011 (CWTA, 2012). Canadian consumers are taking advantage of new features and functionality on their mobile devices that are meant to save them time, make their lives easier and more enjoyable, and generally, give them a better user experience. In this case study, you will learn how TC Media worked with the Société en Commandite Stationnement de Montréal to launch the P$ Mobile Service, a mobile commerce application that empowers Montréalers to use their handheld devices to simplify one of the most common and aggravating tasks faced by drivers: paying for parking. To date, the P$ Mobile Service has processed more than 1 million transactions, and continues to experience growth of more than 200,000 transactions per month. The success of this initiative illustrates the power of mobile technology to provide simple, engaging and cost-effective solutions to address consumers' needs.
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