Warc index
Page 1 of 23
Main Index Categories
Case Studies
(32388)
By campaign objective
(6482)
Brand launch
(664)
all
[664]
papers
[14]
cases
[650]
news
[0]
classics
[0]
Sort by:
Date
Most read
Narrow by:
Date
-------------------------------
Last 1 year
Last 2 years
Last 5 years
All years
All sources
-----------------------------------------------
Admap: (3)
Advertising Federation of Australia: (31)
Account Planning Group - (UK): (72)
Account Planning Group - (Australia): (9)
ARF Ogilvy Awards: (12)
Advertising Research Foundation Workshops: (2)
The Communication Agencies Association of New Zealand: (33)
Canadian Congress of Advertising: (42)
New York American Marketing Association: (38)
ESOMAR: (1)
European Association of Communications Agencies: (40)
Encyclopedia of Major Marketing Campaigns: (78)
Institute of Practitioners in Advertising: (268)
Jay Chiat Strategic Excellence Awards: (7)
Market Research Society: (2)
Promotional Marketing Council: (16)
Point of Purchase Advertising International: (1)
The Radio Advertising Bureau: (3)
Sponsorship Works: (2)
Universal McCann: (1)
Automotive Marketing Report: (1)
Warc Exclusive: (1)
Warc Word of Mouth Marketing Awards: (1)
Search within results:
Reset search
Print
|
Email
|
Add to My Folder
My preferred format is
HTML
|
Change to
PDF
1.
Ella's Kitchen - The First 3 Years
Agostino Di Falco, Paul Lindley, Nicole McDonnell, Samantha Crossley, Peter Dale, Nick Bampton, Daniel Salem, Bobi Carley, Damon Lafford, Michael Barrett and Alison Lindley , Institute of Practitioners in Advertising, IPA Effectiveness Awards 2009
This paper explains how children's food brand, Ella's Kitchen's, was able to advertise exclusively on Nickleodeon without committing to spend upfront by forming a partnership with Viacom Brand Solutio
Summary
|
Full Text
|
Creative
|
More Like This
2.
Resolva 24H - Weed it and reap: How Resolva 24H took control of the weedkiller market
Helen Davies and Peter Harris, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards 2009
This paper demonstrates how a limited budget, focussed on effective TV advertising, successfully launched Resolva 24H. The weedkiller market, although mainstream, is a relatively small category in gra
Summary
|
Full Text
|
Creative
|
More Like This
3.
London Business School - Pre-Masters Campaign
Scott Williams, Chris Norton and Mark Jackson, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards 2009
This paper shows how innovative social marketing techniques were used to successfully recruit students to a new business Masters programme at the London Business School. The challenge was to reach a d
Summary
|
Full Text
|
More Like This
4.
Knorr - Why It's Still Good To Invest In The Stock Market
Nicole Rulka and Orlando Hooper-Greenhill, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards 2009
Knorr faced a challenge when it launched its new Knorr Stock Pot: communications needed to convince a seemingly happy stock cube user to trade-up to the new product while minimising cannibilisation of
Summary
|
Full Text
|
Creative
|
More Like This
5.
Tip Top - Goody on a stick
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
Smiling mums, affectionate kids and soft focus are the norms that spring to mind when it comes to family ice cream advertising. The launch of Goody on a Stick broke two-thirds of those. Goody on a Sti
Summary
|
Full Text
|
Creative
|
More Like This
6.
Heinz Watties NZ - A Seriously Good Launch
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
Desperate to take advantage of the fast-growing mayonnaise category, Heinz developed a new premium product called Seriously Good Mayonnaise, to directly compete with Best Foods who had a 60% market sh
Summary
|
Full Text
|
More Like This
7.
Sky Television - My Sky HDi
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
The launch of MYSKY HDi, SKYs second-generation personal video recorder, was a breakthrough for SKY. SKY Television CEO John Fellet summed it up. "Out of everything we have ever done greatest uptake w
Summary
|
Full Text
|
Creative
|
More Like This
8.
Primo Extremo
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
The liquid breakfast category had been an impenetrable fortress, owned and barricaded by Sanitariums Up & Go, which had held between a 90% and 100% share since 1998. PRIMO EXTREMO!!! changed that in 2
Summary
|
Full Text
|
Creative
|
More Like This
9.
Speight's Summit Lager - Don't mess with nature
The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2009
Dont Mess with Nature showed how an innovative use of creative can bring to life product attributes in a clear and simple way. Speights Summit Lagers launch into the New Zealand market did more than s
Summary
|
Full Text
|
Creative
|
More Like This
10.
Solay - Take a small step
The Communication Agencies Association of New Zealand, Bronze, New Zealand Effies Awards, 2009
Eta was facing a revitalised competitor in Bluebird. Now facing the might of new owner Frito- Lay on an aggressive investment drive, they had to act to secure new sources of revenue in the snack marke
Summary
|
Full Text
|
Creative
|
More Like This
11.
Telecom New Zealand - Test drive
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
With its XT launch Telecom had to earn their place back in the mobile game - a tall order from a national telco that for years had been falling behind in the mobile market. This would be the first ste
Summary
|
Full Text
|
Creative
|
More Like This
12.
Ford Fiesta - This is now Launch 2009
The Communication Agencies Association of New Zealand, Silver, New Zealand Effies Awards, 2009
In early 2009, Ford was faced with the proposition of launching a new vehicle, the new Fiesta, which has been globally touted as the product that will "save the [Ford] empire", to a declining market i
Summary
|
Full Text
|
Creative
|
More Like This
13.
Nike Bauer - Getting inside the game
Jay Chiat Strategic Excellence Awards, Bronze, 2009
Despite buying Bauer some ten years before, by 2005 it was clear that Nike's formula approach to sports marketing was not working in the hockey category where it was still consider an outsider by hock
Summary
|
Full Text
|
More Like This
14.
Mrs. O - From blog to brand in under six months
Jay Chiat Strategic Excellence Awards, Silver, 2009
This campaign recognised an opportunity to create a style blog about Michelle Obama. The US election result significantly boosted traffic, and the site has become revenue-generated and precipitated a ...
Summary
|
Full Text
|
More Like This
15.
By Lauren Luke
Jay Chiat Strategic Excellence Awards, Silver, 2009
The beauty category seemed to be caught in a cycle of increasing self-importance and brands attempting to “out-innovate” each other, leaving women disconnected and, often, feeling worse about themselv ...
Summary
|
Full Text
|
More Like This
16.
Schick - Making A Private Buzz Public
Jay Chiat Strategic Excellence Awards, Silver, 2009
Bikini maintenance for women is like Fight Club for men: the first rule is you don't talk about it. Schick wanted to find a way to make women comfortable so they'd talk about TrimStyle to everyone and ...
Summary
|
Full Text
|
Creative
|
More Like This
17.
Band-Aid - Reinventing One of The World's Greatest Product Inventions
Jay Chiat Strategic Excellence Awards, Silver, 2009
Johnson & Johnson’s Band-Aid was facing its third year of slowing sales in Brazil – a trend which increased the pressure on its profit margins. In particular, the market for children’s decorated b ...
Summary
|
Full Text
|
More Like This
18.
Toyota Motor Sales - if looks could kill
ARF Ogilvy Awards, Automotive, Silver, Burrell Communications, 2009
A 2007-8 launch campaign for the redesigned Toyota Camry (midsize passenger car), directed especially to Afro-Americans. Objective: change perceptions that it is a boring car. A segmentation study (de
Summary
|
Full Text
|
More Like This
19.
K-Y Yours and Mine - couples campaign
ARF Ogilvy Awards, Personal Care, Silver, Mother New York, 2009
A 2008 launch campaign for K-Y® Jelly personal lubricant. Research (described) suggested positioning for couples, rather than addressed to women only. Media: a range of TV executions. Results: sa ...
Summary
|
Full Text
|
Creative
|
More Like This
20.
CoverGirl Lashblast - next big thing
ARF Ogilvy Awards, Personal Care, Gold, Grey Worldwide, 2009
A launch campaign (2007-8) for CoverGirl Lashblast Mascara. Research (described) led to key insight: big lashes which need a big brush. Objective: to drive awareness and trial among females, ages 15-5
Summary
|
Full Text
|
More Like This
User rating:
21.
Grandparents.com - Customer Acquisition Program
New York American Marketing Association, Bronze, Boomer+, Effie Awards 2009
Grandparents.com, an online media company targeting grandparents, has achieved conversion rates for newsletter subscriptions exceeding 20% (industry average: 2.51% –Marketing Sherpa). Conversions are ...
Summary
|
Full Text
|
Creative
|
More Like This
22.
BMW of North America - The All-New BMW 1 Series: Pure BMW
New York American Marketing Association, Silver, Automotive - Vehicles, Effie Awards 2009
The U.S. introduction of the revolutionary 1 Series gave BMW the opportunity to become accessible to a younger audience, making them early loyalists and life-long brand advocates. Through the use of a ...
Summary
|
Full Text
|
Creative
|
More Like This
23.
MINI Cooper - Zug. The Other MINI.
New York American Marketing Association, Gold, Automotive, Effie Awards 2009
By 2008, the Mini Cooper, while iconic and endearing, was becoming far less edgy, especially in cities where you might see 20 or more in a day. The launch of the Clubman model, a stretched-outversion ...
Summary
|
Full Text
|
Creative
|
More Like This
User rating:
24.
Pizza Hut - Pizza Hut awakens a sleeping 'pasta' giant
New York American Marketing Association, Silver, Restaurants, Effie Awards 2009
The objective: to make Pizza Hut’s new, home-delivered Tuscani Pastas the biggest thing in the pizza category since pizza. In a world of super-convenient, inexpensive pasta options, that meant convinc ...
Summary
|
Full Text
|
Creative
|
More Like This
25.
Electrolux - Be Even More Amazing
New York American Marketing Association, Silver, Household Furnishings & Appliances, Effie Awards 2009
In spring 2008, Electrolux, known for vacuum cleaners, introduced a new kitchen appliance line in North America, a cluttered category with brands such as LG, GE and Samsung. A multimedia campaign with ...
Summary
|
Full Text
|
Creative
|
More Like This
26.
Minnesota Wild - The State of Hockey
New York American Marketing Association, Bronze, Sustained Success, Effie Awards 2009
Skepticism of pro sports was rampant when Minnesota hockey fans had their team, the North Stars, stolen by Dallas. To launch a new team, the fans' passion became the focus as another community was cre ...
Summary
|
Full Text
|
Creative
|
More Like This
27.
Nokia - NJourneys Project
Jay Chiat Strategic Excellence Awards, Non-winning entrant, 2009
In planning the campaign for Nokia's most high-tech cellphone, the N958GB, it was found that technology only makes sense when it provides an experience that enriches people's lives. In Brazil, it was ...
Summary
|
Full Text
|
More Like This
28.
Goodman Fielder - Wonder Performance - For teens only
Advertising Federation of Australia, Silver, Australian Effie Awards, 2009
This paper shows how Goodman Fielder managed to engage Australian teenagers with something as mundane as white bread, while also giving parents a strong reason to switch brands. Wonder, the bread bran
Summary
|
Full Text
|
Creative
|
More Like This
29.
Zapruder's Other Films - The Gruen Transfer
Advertising Federation of Australia, Silver, Australian Effie Awards, 2009
For 50 years, ABC had offered Australian TV consumers commercial-free television, something that many viewers valued highly. In 2008, the network was planning to launch The Gruen Transfer, a series al
Summary
|
Full Text
|
More Like This
30.
Commonwealth Bank - The Commonwealth Bank: Debit MasterCard "Watch your music grow" Campaign
Advertising Federation of Australia, Silver, Australian Effie Awards, 2009
The Commonwealth Bank launched their Debit MasterCard in October 2008 - a mature, parity product competitors had been offering for years. Aimed at a savvy (and skeptical) audience of 18-39 year-olds,
Summary
|
Full Text
|
Creative
|
More Like This
1
2
3
4
5
6
7
8
9
Page:
Next >
Shows all papers, cases, news and classics matching your search
Shows all papers matching your search
Shows all case studies matching your search
Shows all WARC News stories matching your search
Shows all classic papers matching your search – these are key, timeless reads
home
•
subscribe
•
free trial
•
contact us
•
warc mobile
•
©2010 Copyright and Database Rights owned by Warc
Login
|
Subscribe
|
Free Trial
home
news
todays top stories
7 day round up
event listings
account moves
content zones
admap
advertiser profiles
advertising
blog
brands
case studies
classic speeches
conference reports
consumers
data
digital
industry sectors
just arrived
latest awards
marketing
market leader
media
quotebank
spotlights
about warc
about us
buyers' guides
careers
contact us
content & partners
site map
subscribe
terms & conditions
my warc
logout
my profile
my folder
warc store
Subjects
Attract, support distribution
Attract, support suppliers
Brand launch
Brand relaunch, reposition
Build brand equity
Build, change corporate image
Build, defend brand position
Change brand image
Develop, revitalise market
Financial, shareholder relationships
Fund-raising
Gain new customers
Gain trial
Global branding
Government and social aims
Increase awareness
Increase brand loyalty
Increase sales, volume
Increase web traffic, bookings
IPOs
Maintain price premium
Market share - increase
Political campaigns
Recruitment
Retain existing customers
Staff relationships, motivation
Support event, exhibition
Support promotion
Support sponsorship
warc index
case studies
digital
industry sectors
marketing
consumers
advertising
brands
media
data