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Vespa: Once upon a Vespa
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a campaign by Piaggio, the scooter manufacturer, to launch its Vespa brand in India, by targeting 25-35 year old men.
This case study describes a campaign by Piaggio, the scooter manufacturer, to launch its Vespa brand in India, by targeting 25-35 year old men. The scooter market in India had been growing rapidly, creating an opportunity for Vespa. Research found that the target consumer was likely to seek information about purchases online and so the campaign focused on Facebook. A Facebook profile for Vespa was created which included a timeline from 1946, explaining the brand's story, and a microsite included engaging challenges.
Fevicol: The Ultimate Bond - 20 years and still going strong
Nirav Parekh, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes the history of a 20 year campaign (1992-2012) by Fevicol, a glue brand, to justify its premium price and become India's leading adhesive.
This case study describes the history of a 20 year campaign (1992-2012) by Fevicol, a glue brand, to justify its premium price and become India's leading adhesive. In 1992 Fevicol was struggling to defend a small market share against unbranded, cheaper and lower quality rivals. To compete, Fevicol created ads with the tagline 'The Unbreakable Bond' that showed the brand not just sticking together wood, but binding everyday scenes from Indian life, such as passengers hanging onto the side of a crowded bus. Fevicol's ads were so popular its reputation entered into common language - 'stuck with Fevicol'. By 2003 Fevicol had gained a market share of 75%, and enjoyed 9% growth every year from 2003 to 2012.
Alexandre Boin, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Clear Menthol, the shampoo brand, sought to maintain its leading market share whilst increasing the price of the product in Vietnam.
This case study describes how Clear Menthol, the shampoo brand, sought to maintain its leading market share whilst increasing the price of the product in Vietnam. The campaign was conducted in summer with a 'cool' menthol message. However, there were a number of competitor products also marketed with a 'cool' message, and so Clear Menthol took a different approach by holding 'snowfall' events. In four cities, on the the hottest days of the year, Clear Menthol created fake, cooling snowfall. This increased brand engagement on social media and allowed the brand to raise prices whilst maintaining sales.
Minute Maid Pulpy: The Real Juice Challenge
Guillaume Pagnoux, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes how Minute Maid Pulpy, the orange juice brand, responded to aggressive competitor marketing in Malaysia.
This case study describes how Minute Maid Pulpy, the orange juice brand, responded to aggressive competitor marketing in Malaysia. Its size was five times smaller and its budget, and its brand awareness and distribution 40% lower than the competition. To reverse the decline in sales without dropping its price, Pulpy reminded consumers and shoppers that the best way to choose an orange juice drink is based on how closely it looks to the real thing. To prove its point, it created a unique outdoor activation that culminated in getting the brand endorsed by nine out of ten fresh fruit sellers in markets. In four months, Pulpy's 'Looks freshly squeezed, tastes just as natural' campaign spurred growth again. Volume and value grew faster than the category. Brand awareness, consumption intent and trial grew by double digits. Importantly, Pulpy defended its price point.
Devil's Cut: How we made the launch of an innovative new bourbon as effective as hell
Tom Donald & Damian Pincus, The Communications Council, Bronze, Australian Effie Awards, 2013
This case study describes the launch of Devils' Cut, a new bourbon whiskey from Jim Beam, in Australia.
This case study describes the launch of Devils' Cut, a new bourbon whiskey from Jim Beam, in Australia. The challenge of this launch was the already cluttered market. The campaign focussed on a simple metaphor 'twisting the barrel to squeeze out the trapped bourbon' to explain what was interesting about Devil's Cut. The launch beat every sales target, delivered an ROI of 2.5, won an award for the most successful alcohol launch of 2012, and was imported to the US where it lifted sales.
Tempo Toilet Paper: The Perfect Man
Eva Ng, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes how Tempo, the paper products brand, increased its market share in Hong Kong.
This case study describes how Tempo, the paper products brand, increased its market share in Hong Kong. Tempo's business in premium paper handkerchiefs and box facials was hitting saturation. Equally, with Andrex dominating a toilet paper market that represented 57% of the overall household paper category, Tempo needed to switch Andrex buyers to succeed. Leveraging powerful consumer insights allowed Tempo to capture its product truth in a memorable, buzz-worthy and engaging creative vehicle that resonated powerfully with the target audience. Results far exceeded best expectations. The campaign delivered 97.5% of the annual goal in just two months, and effectively launched a new line of business and growth segment for Tempo.
Schweppes: The Cocktail Revolution
Tom Dingand and Michael Hyde, The Communications Council, Silver, Australian Effie Awards, 2013
This case study discusses how Schweppes, the beverage brand, launched a new campaign aimed at capturing the younger generation in Australia.
This case study discusses how Schweppes, the beverage brand, launched a new campaign aimed at capturing the younger generation in Australia. The Cocktail Revolution campaign championed creative drinking over 'boring beer and wine'. Through a combination of above-the-line media, path-to-purchase activity, and a large website, the campaign delivered double-digit growth for the beverage mixers category, year-on-year growth of 14.8%, and a positive ROI.
Killer Jeans: Making an environmental cause fashionable to the Indian youth
Sonya Misquitta, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes how Killer Jeans, the Indian clothing brand, sought to convince its core target youth audience that an environmental cause was fashionable.
This case study describes how Killer Jeans, the Indian clothing brand, sought to convince its core target youth audience that an environmental cause was fashionable. The average pair of jeans uses 100 litres of water in the finishing process. In 2012 Killer Jeans launched a new line of water saver jeans that massively cut water usage. The campaign sought to convince consumers that these jeans were worth a higher price. Through 'Show Your Green Side', Killer Jeans embedded the marketing idea within the product, with a result of sales of over 500,000 pairs of water saver denims sold within nine months.
Corona: Let the World Wait
Robin Nayak and Vu Nguyen, Warc Prize for Asian Strategy, Silver, 2013
This case study describes a campaign by Corona Extra, the export beer brand, to 'Let The World Wait' across 14 markets in Asia.
This case study describes a campaign by Corona Extra, the export beer brand, to 'Let The World Wait' across 14 markets in Asia. Competing with beer brands that capitalised on a status-driven lifestyle, Corona had to create distinction in a same-same category to gain market share. Corona revealed the paradox that young, ambitious drinkers were constantly facing: a hunger to win the race for more, while still craving a more 'authentic' and simple lifestyle. The campaign gave people more time to spend on the things that really mattered. As a result of the campaign, regional distributors surpassed their sales targets and the brand experienced a faster growth rate than the entire Asian beer industry in 2012.
Ariel: Shirt Flag - How a detergent not only lifted stains, but the spirit of an entire nation
Melissa Garrovillo, Warc Prize for Asian Strategy, Bronze, 2013
This case study explains how Ariel, the laundry detergent brand, used a newly launched variant to strengthen the brand's value to consumers in the Philippines.
This case study explains how Ariel, the laundry detergent brand, used a newly launched variant to strengthen the brand's value to consumers in the Philippines. Ariel's challenge was competitors who copied their claims but called out lower price points. The campaign encouraged Filipinos to donate a piece of appropriately coloured material to create the national flag, which was then carried by the national team at the London Olympics. The results included an improved social media presence and an increased share value.
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