Subject Index
 

This Bronze-Award winning paper discusses Historic Scotland's campaigns to get people to attend major one-off events at its properties. Press, radio, outdoor and TV were all used, as was a free weeken ...

WestJet was founded in 1996, and a decade later was the most profitable airline in North America. As a brand, it focuses on business efficiency, employee satisfaction, and providing a superior custome ...

With a large number of well-known, well-funded competing tourism destinations, and confronted by real and perceptual barriers of distance, time and cost, the region of Newfoundland and Labrador faced ...

Specialty cheeses have long prospered in Quebec, based on the strength of their French heritage. However, while some consumers knew that there were local products of superior quality available, only a ...

Mazda had to achieve 50,000 UK sales, but had to counter the fact that many consumers do not include Mazda when considering cars. To build on the brand's 'Zoom Zoom' proposition, which aims to capture ...

John & Johnson's Greek tampon brand o.b. wanted to speak to its audience in a modern and creative way, and thus establish an emotional affinity with its 17-24 year old target audience. To do so, it so ...

Despite a limited budget, the Virginia Tourism Corporation (VTC) had been a model promoter of state tourism for most of the second half of the twentieth century. In the late 1960s it began using the s ...

In October 2001 the New York State Lottery unveiled a new advertising campaign promoting its flagship Lotto game. The campaign embodied a sense of fun and community and was embraced by the state ...

With the "Incredible Dogs" marketing campaign—a broad effort that included advertisements, an essay competition, and canine athletic events—Ralston Purina Company encourage ...

During the early 1990s Breathe Right nasal strips, manufactured and marketed by CNS, Inc., enjoyed a meteoric rise in sales. This success was largely attributed to the influence of certain prominent a ...

A review of Social Theory and Philosophy for Information Systems by John Mingers and Leslie P. Willcocks (eds), Wiley, 2004

As this brief account explains, the radio station RTE 2fm gave listeners the chance to win €20,000 in an attempt to increase their interaction with the station. On each programme between 8 a.m. and 5 ...

Lenor turned the fabric conditioner market around with the launch of 'Sleep Sensations', and changed fabric conditioner category rhetoric to usage experience rather than a solution to laundry problems ...

Breaking with category communication standards, coming up with insightful strategy and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European mar ...

Natural gas is a low interest, high involvement grudge purchase for most homeowners. They want it to be there when needed but do not want to pay exorbitantly for it. RiteRate, Canada's first online na ...

This is a story about five years of incredibly successful advertising for Five Alive. It's a story about relevant differentiation in a traditional packaged goods category. It's a story about taking ri ...

Canadians are accustomed to seeing a small group of big companies dominate different business sectors. This was highly evident in air travel, where Air Canada held a very strong position over the mark ...

Activia Yogurt from Danone launched in Quebec in June 2004 and in English Canada in January 2005. 2005 ended extremely well: sales surpassed all projections, and the national market share reached 5.2% ...

In 2005, the Canadian economy was the strongest it had been in decades, outpacing all of the G8 countries. As a result, the demand for online recruitment was especially strong, but despite Monster's w ...

The 'sorted' website aimed to get New Zealanders thinking about and planning for their retirement, essentially by ignoring traditional notions of 'retirement planning’ and instead focusing on ‘financi ...

To stimulate interest in a trial of poker at SKYCITY and reach full table capacity within two months, a gigantic citywide game of poker was created in Auckland including bus backs, billboards and with ...

In early 2005, Netflix's dominance of the emergent mail-in DVD rental category was in danger. Blockbuster had decided to compete directly in the same space, putting Netflix at a real disadvantage in t ...

In the early 1990s, beer brand Corona Extra, needed to shake off its image as a 1980s yuppie fad. A sustained advertising campaign over 16 years has ensured that the brand is now synonymous with a rel ...

CareerBuilder.com is the largest job website in the US, with more job seekers and job postings than Monster and Yahoo! HotJobs. But the brand trailed in the critical race for unaided awareness - a pos ...

A case study describing the role of a new website in helping bmibaby, a low-cost subsidiary of the airline British Midland, secure number two slot in the competitive low-cost air travel market. On a t ...

A very neat case, with an intelligently applied small budget generating an immediate (short-term) response in increased mall traffic. By making a real event out of a promotion, family’s advertising br ...

The confusion and clutter so often suffered in new technology markets are the villains of this piece, and the paper shows how the Broadband for Scotland campaign cut through both. A demand-generating ...

This case study demonstrates how a deeply insightful strategy and a strong holistic execution quickly established the 'Naturella' brand as a serious competitor in the Russian and Polish sanitary pad m ...

Ariel faced the challenge of getting back into consumer's mindset and homes, following a continuous 10 year decline and weakening equity. Once market leader in the color segment, Ariel fell back to be ...

Coke and Diet Coke were struggling to find a way to grow market share in an increasingly cluttered and health conscious marketplace. Understanding the needs of the target market was key. This youth au ...