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Award-winning case study
1.
Audi - Born of powerful ideas
Euro-Effies, Bronze winner, 2008
The Audi R8 was the marque's first entry in the high-end sports car sector. It was a narrow market, dominated by an all-powerful number one: the Porsche 911. A print, TV and online campaign aimed to b ...

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Read: 8 times
Award-winning case study
2.
Seat - Altea XL: Toys
Euro-Effies, Bronze winner, 2008
Seat launched its new Altea XL in late 2006 into a crowded MPV market. The Seat marque appeals to a very specific group of drivers; generally, young, sporty men who see themselves as more adventurous ...

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Read: 1 times
Award-winning case study
3.
Daimler - The new smart fortwo
Euro-Effies, Silver winner, 2008
The smart fortwo aimed to combine appealing design with an affordable price. In 2007, it was reaching the end of the product lifecycle, and was ripe for reinvention. The new model was released in Marc ...

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Read: 3 times
Award-winning case study
4.
Nissan Qashqai - Urbanproof
Euro-Effies, Gold winner, 2008
The Nissan Qashqai marked an attempt by the auto manufacturer to revive its declining business and to add some clarity to its weakening brand. The launch campaign for the Qashqai - a combination of a ...

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Read: 5 times
Award-winning case study
5.
Coca-Cola - As it should be
Euro-Effies, Gold winner, 2008
In 2006, the northern European market for carbonated soft drinks was in decline. The Coca-Cola Company's stable of traditional regular drinks was being rejected because of growing health and image con ...

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Read: 9 times
Award-winning case study
6.
Chemistry.com - Come As You Are
New York American Marketing Association, Bronze, David vs. Goliath, EFFIE Awards 2008
The Chemistry.com dating website aimed to be a differentiated service from the major players in the website, match.com (which founded the category based on its subscribe and search model) and eHarmony ...

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Read: 26 times
Award-winning case study
7.
Mayfield Dairy Farms - Nurture Milk Launch Campaign
New York American Marketing Association, Bronze, Beverages – Non-Alcohol, EFFIE Awards 2008
Mayfield Dairy was operating in a category in decline, and in which prices were rapidly rising. In an effort to overcome possible losses in other areas, the company launched Nurture, a premium milk fo ...

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Read: 35 times
Award-winning case study
8.
Pepsi - Wake Up People
New York American Marketing Association, Bronze, Beverages – Non-Alcohol, EFFIE Awards 2008
Pepsi wanted to differentiate its Diet Pepsi Max brand from a number of new energy drinks that had flooded the already overcrowded beverage market. The target audience was young professional aged 25-3 ...

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Read: 72 times
Award-winning case study
9.
Gerber Graduates - Wobbly World
New York American Marketing Association, Silver, Packaged Food, EFFIE Awards 2008
Gerber's range of toddler foods were experiencing year-on-year growth rates of 15%, but the company felt it could expand its share of the market, as penetration of its 'third' stage products only reac ...

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Read: 21 times
Award-winning case study
10.
Nintendo - Wii Would Like to Play
New York American Marketing Association, Gold, New Product, EFFIE Awards 2008
The video game industry had long been perceived as only appealing to its most ardent users, while (inadvertently) shutting casual users and non-gamers out. The Nintendo Wii aimed to revolutionise this ...

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Read: 151 times
Award-winning case study
11.
Fisher Price Friends - Best Kept Secret
New York American Marketing Association, Gold, Children’s Products & Services, EFFIE Awards 2008
Upon its original launch in 1996, the Tickle Me Elmo became a surprise success through a combination of word-of-mouth, celebrity enthusiasm and unexpected shortages. A campaign to celebrate the tenth ...

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Read: 32 times
Award-winning case study
12.
Adobe Systems - Creative License
New York American Marketing Association, Gold, Computer Software, EFFIE Awards 2008
Computer-based design specialist Adobe was launching a new software package, Creative Suite 3. While an improvement on the previous version, it was more expensive, and was being released practically o ...

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Read: 18 times
Paper
13.
Passion branding - how one of Hungary's leading supermarket chains launched an own-label brand using the power of sports celebrity to help drive sales
Sponsorship Works, 2007, pp.177-180
In August 2006, SPAR Hungary, part of the SPAR multi-national supermarket chain, prepared to launch its own-label bio-food range 'Natur Pur'. The brand aimed to be 'natural, healthy and pure', and to ...

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Read: 33 times
Paper
14.
Polo Ralph Lauren - Wimbledon Tennis Championships
Sponsorship Works, 2007, pp.131-138
Polo Ralph Lauren is an established American luxury clothing brand which has enjoyed massive success and become an aspirational label. Linking with the Wimbledon Tennis Championships provided a perfec ...

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Read: 18 times
Case Study
15.
IRN-BRU 32 - How David took on Goliath (in a big blue cuckoo suit)
David Amers and Claire Wood, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2007
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 ...

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Read: 257 times
Case Study
16.
Curanail - Defeating the Criminails
Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2007
This paper discusses the 2005-06 campaign to launch Curanail, an OTC product by Galderma to treat fungal nail infection. The objectives were to raise consumer and trade awareness, meet sales targets, ...

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Read: 84 times
Award-winning case study
17.
Coca-Cola Zero - a new product launch without the downside
Louise Cook, Zoe Hamilton, Michael Dick, Jason Briggs and Matthew Hook, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2007
This Bronze Award-winning paper details the launch campaign for Coca-Cola Zero, a zero-sugar version of the brand targeting a male audience. The mainly media used were TV, posters, online and free new ...

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Read: 887 times   |   User rating:
Award-winning case study
18.
Magners Irish Cider - The Magners Effect: how Magners single-handedly re-invigorated the cider category
Martyn Stokes, Simon Jenkins and Mark Nolan, Institute of Practitioners in Advertising, Best New Client, Best Idea & Silver, IPA Effectiveness Awards, 2007
In 2002, cider had an image problem in the UK. It was associated with teenagers and down and outs. However, Irish drinks company C&C Group, launched its Magners brand – which had zero awareness or di ...

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Read: 707 times
Award-winning case study
19.
NIVEA Visage - DNAge
Euro-Effies, Bronze winner, 2007
NIVEA's Q10 had proved to be a high successful anti-ageing product, but as its competitors diversified their portfolios, it became clear that the company required a new brand to boost its relative pos ...

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Read: 200 times
Award-winning case study
20.
NIVEA for Men - Summer Look Moisturiser
Euro-Effies, Bronze winner, 2007
Following the introduction of a number of self-tanning products in the female consumer mass market, NIVEA sought to take on the challenge of launching a facial tanning moisturiser in the male face car ...

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Read: 400 times
Award-winning case study
21.
Canon - My World My Way
Euro-Effies, Bronze winner, 2007
Canon photo printers were losing territory in the photo printing market to retail photo stores and online services, while many customers were also expressing disappointment with the quality of home pr ...

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Read: 190 times
Award-winning case study
22.
Microsoft Xbox 360 - Gears of War
Euro-Effies, Silver winner, 2007
Gears of War - an action-shooter computer game based upon the anti-hero figure of Marcus Fenix - was launched globally in November 2006 on Microsoft's Xbox 360. One of the main objectives of the launc ...

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Read: 298 times   |   User rating:
Award-winning case study
23.
Boss - Bottled
Euro-Effies, Long-term Effectiveness Award, 2007
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 ...

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Read: 202 times
Award-winning case study
24.
Audi - Audi Q7
Euro-Effies, Sappi Print Media Efficiency Award/Gold winner, 2007
In spring 2006, Audi launched a new 'third-generation' sports utility vehicle in the European market, a sector dominated by major US players, and also showing signs of saturation. Despite this, Audi's ...

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Read: 380 times   |   User rating:
Award-winning case study
25.
Schick Quattro Power: The Power Of 4
New York American Marketing Association, Bronze, Beauty Products & Services, EFFIE Awards 2007
Schick needed to launch a new men's razor - despite second-to-market technology, 10% the budget of the competitor and low equity with young men. The goal was to engage the audience in the brand and dr ...

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Read: 137 times
Award-winning case study
26.
Philips Norelco: Bodygroom
New York American Marketing Association, Gold, New Product or Service/Silver, Small Budgets, EFFIE Awards 2007
To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a ...

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Read: 121 times
Award-winning case study
27.
TLC: Life Lessons
New York American Marketing Association, Gold, Media Companies, EFFIE Awards 2007
TLC's ad sales and ratings were down and viewers were emotionally disconnected from the network. With the heydays of Trading Spaces long gone, viewers and ad buyers weren't sure what TLC stood for any ...

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Read: 58 times
Award-winning case study
28.
Toyota Motor Sales - Yaris: Mundo Yaris (Yaris World)
New York American Marketing Association, Gold, Hispanic, EFFIE Awards 2007
Mundo Yaris is a world specifically designed for young, bi-cultural Latinos. A world built on their core values of nontraditionalism, multiculturalism, experimentalism and creativity. Not only could t ...

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Read: 259 times
Paper
29.
The smart Car in America - a non-traditional launch for a car that is anything but ordinary
Isaac Black, Automotive Marketing Report, Number 2, March 2007
The second in WARC's series of Automotive Marketing Reports looks at the preparations being made for the 2008 U.S. launch of Daimler-Chrysler's ultra-compact smart fortwo. It discusses how fluctuating ...

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Read: 102 times
Award-winning case study
30.
Frank (Frucor Beverages) - Refreshingly Frank
Communication Agencies Association of New Zealand, Bronze, Advertising Effectiveness Awards 2007
Frucor Beverages wanted to create a carbonated soft drink brand - Frank - into a competitive market, in spite of the presence of big brands with large advertising budgets, blanket distribution and lon ...

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Read: 31 times


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