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Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2013
This case study describes a campaign by Desperados, a beer brand owned by Heineken, which targeted young people aged 18-25.
This case study describes a campaign by Desperados, a beer brand owned by Heineken, which targeted young people aged 18-25. An online and social media campaign had been established, and this direct mail campaign was used in addition to this. Bloggers thought to be influential in this category were targeted by email and invited to a brand party. As a result of the campaign 96% of the influencers attended and 73% covered it on their blog.
Boundary Road Brewery: The Resident
The Communication Agencies Association of New Zealand, Gold, New Zealand Effie Awards, 2013
This case study describes an entirely-online campaign by Boundary Road Brewery, a craft brewery in New Zealand, which gained credibility and interest in a product that had not been created.
This case study describes an entirely-online campaign by Boundary Road Brewery, a craft brewery in New Zealand, which gained credibility and interest in a product that had not been created. Boundary Road Brewery was doing well but feared that in the competitive craft beer market its success might begin to count against it; this campaign sought to ensure the brand stood out. The idea was to create a new craft beer in association with a brewer from abroad, who would visit New Zealand, learn about New Zealand's craft brewing, and create a new product from New Zealand's raw materials. The campaign began with the ad being placed for a brewer, continued through the selected brewers' journey around New Zealand and the development of three new products, and then built anticipation for further similar journeys. The recruitment ad gained significant attention, and creative content resulted in engagement online, including sharing through social media.
Giving Johnnie Walker an ongoing cultural voice in China
Charles Wigley, Finnian O'Neill and Jonathan Koh , Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by Johnnie Walker, the Whisky brand owned by Diageo, which used events in China to maintain a brand presence between major advertising campaigns.
This case study describes a campaign by Johnnie Walker, the Whisky brand owned by Diageo, which used events in China to maintain a brand presence between major advertising campaigns. The campaign anticipated three key events where the brand message 'Keep Walking' could fit into the conversations people were having. This approach maximised budget by using videos published online to generate 'buzz', aided by paid online advertising and seeding via key opinion leaders.
Taiwan Fruit Beer: Mom's Catered Banquet Dish
Ashley Hsieh and Winnie Lee, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by Taiwan Beer to launch a new Taiwan Fruit Beer brand by holding a real life and virtual event.
This case study describes a campaign by Taiwan Beer to launch a new Taiwan Fruit Beer brand by holding a real life and virtual event. The 'Taiwan fruit Beer Banquet' event sought to establish the brand as the drink of choice for meals with friends. The campaign also included a virtual banquet event where consumers were encouraged to invite friends to join them for dinner. Half a million people participated in the virtual event and Taiwan Fruit Beer gained a 5% market share in one month.
Mahou-San Miguel: Which colour is Madrid?
MMA Smarties, Gold, MMA Smarties, 2013
This case study describes a campaign by Mahou-San Miguel, a Spanish beer brand, which used a location based mobile app as part of the sponsorship of two football teams.
This case study describes a campaign by Mahou-San Miguel, a Spanish beer brand, which used a location based mobile app as part of the sponsorship of two football teams. The brand sponsored Madrid's two biggest football teams, and so created a mobile app which allowed supporters to 'check in' to different parts of the city and answer quiz questions. A competitive element encouraged participation, as supporters battled to 'colour' Madrid for their team. Over 36 million impressions were gained, with 300,000 microsite hits.
Rich Secco: The rich b!tch fridge
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes how Rich Secco, a German canned Prosecco drink brand, used social media to connect men and women online.
This case study describes how Rich Secco, a German canned Prosecco drink brand, used social media to connect men and women online. Insight suggested that men frequently bought women drinks in clubs, but that this was not always possible on a 'girl's night out'. A Facebook app was launched which allowed a man to buy a woman a drink even when he was not there, in return for becoming Facebook 'friends'. This approach helped to increase the brand's awareness with men, and was so successful it is being rolled out across Germany.
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.
Vat 69: Vat Man
Kanishk Kabiraj, Warc Prize for Asian Strategy, Bronze, 2013
This case study describes a campaign in India for Vat 69, a Diageo-owned Scotch whisky, which sought to improve the brand's image amongst younger consumers.
This case study describes a campaign in India for Vat 69, a Diageo-owned Scotch whisky, which sought to improve the brand's image amongst younger consumers. Once a powerful symbol of rugged cool, Vat 69 had failed to keep step with a rapidly changing India. It was imperative to make the brand cool again, and drive affinity and relevance with today's Scotch drinker. Vat 69 decided to stop being insecure about its past as a Bollywood smuggler's choice of Scotch. Instead, Vat 69 created the Vat Man: an all-man, larger-than-life, over-the-top central character who paid homage to the Bollywood villain of yesteryear who made Vat 69 iconic in the first place. The result: putting Vat 69 back on the path to national iconicity drove brand affinity, distinctiveness and popularity.
Tiger Beer: Blue Christmas
Abhijit Das, Warc Prize for Asian Strategy, Shortlisted, 2013
This case study describes how Tiger Beer reinvented Christmas in Vietnam to engage a young adult audience.
This case study describes how Tiger Beer reinvented Christmas in Vietnam to engage a young adult audience. Tiger "reinvented" Christmas, with digital light painting e-cards replacing traditional Christmas cards, Santarina angels handing out Tiger Beer in bars instead of presents, and two huge rock concerts. These all gave young adults the excuse they needed to go out and celebrate rather than stay at home with their families. This non-traditional approach to communications drove record sales growth during the 2012 festive season, with sales up 72% against a target of 20%.
Baileys: Cream with Spirit
Suzzane Zhang, Heather Alderson and Andy Edwards, Warc Prize for Asian Strategy, Silver, 2013
This case study describes how Baileys, the cream-based alcoholic liqueur, engaged Chinese women with their brand.
This case study describes how Baileys, the cream-based alcoholic liqueur, engaged Chinese women with their brand. Drinking alcohol is still a social taboo for women in China but, with the influence of western culture and new lifestyles, they are starting to engage in social drinking. However, women remain concerned about the image that this creates, which is a a challenge for all alcoholic drinks brands targeting women. The core campaign idea was to position Baileys as 'Cream with Spirit', aligning it with modern Chinese women.
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