Subject Index
 

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 ...

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 ...

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 ...

Dove made its first major foray into the beauty category in 2004 with The Campaign for Real Beauty, challenging widespread concepts of beauty and helping the brand gain $1.2 billion in value. It now w ...

The Discovery Channel wanted to capture new viewers and reinvigorate lapsed ones, and further cement its position as a knowledge leader. The launch of the new series 'Planet Earth' offered the ideal o ...

msnbc.com's challenge was to grow its brand by defining and differentiating its content in the face of strong competition. Research showed that the website was appreciated by its audience for being op ...

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 ...

This paper discusses the 2006 campaign for Pomegreat pomegranate juice. PR had proved successful in getting the brand talked about, especially in terms of its health benefits. Now an above the line me ...

This paper discusses the Police Service of Northern Ireland campaign against knife crime. The objectives were to raise awareness and change attitudes through education, a knife amnesty and advertising ...

This paper details the campaign for the Northern Ireland Fire and Rescue Service to stop attacks on firemen. It was made up of two stages: the first sought to involve the community, and the second too ...

This paper details the 2006 campaign for BT Broadband in Northern Ireland (BTNI). The objective was to substantially increase the number of connected homes, in a crowded market where competitors were ...

This Grand Prix-winning paper details the campaign for the Metropolitan Police's 'Trident' initiative, which aimed to tackle gun crime in London's black community. The objectives were to raise gun cri ...

Lamisil Cream was launched in 2000 as an over-the-counter treatment for athlete's foot. By 2004, it was the market leader across Europe, but was only the number two brand in the key markets of Germany ...

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 ...

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 ...

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 ...

Building a core audience for a documentary film festival amongst aficionados is one thing - but doubling the rate of ticket sales growth by reaching an audience who believes documentaries are the movi ...

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 ...

The Alcohol Advisory Council of New Zealand (ALAC) wanted to tackle the country's binge-drinking culture, a challenge when the notion of getting drunk was seen as simply letting off steam while being ...

Turning a 45-year-old juice brand - Fresh Up - into one that is accepted by highly fickle 18-24 year olds is a difficult challenge, and one that can backfire very quickly if communications appear to b ...

Westpac aimed to change the rules in the traditional banking arena. Based on the insight of the changing the traditional 'money speak' that typified the market, it aimed to reposition itself to reflec ...

This campaign was developed to address one of New Zealand's most serious health issues: depression, an under-recognised and under-treated condition. The challenge was to get people who may be experien ...

This case study looks at the 2005 launch campaign for the Hyundai A-League, the national football competition run by Football Federation Australia (FFA). The competition it replaced, The National Socc ...

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 ...

Lexus was only the fifth strongest player in the Canadian luxury car market (behind BMW, Mercedes, Volvo, and Acura), and while its flagship Lexus LS was perceived to be a high-quality car, it was als ...

Milk has historically been plagued by declining consumption across much of Canada, with consumption rapidly declining after children reach the age of nine. Prairie sought to target teens and tweens wi ...

The SickKids Foundation wanted to raise $79 million in 2007 (beating the previous year's record of $70 million), at a time when charitable fundraising had never been more competitive. It also carried ...

Cottonelle was the national market leader in its category, despite the fact it was only sold in Ontario. Following the end of an agreement with Kimberly-Clark, the brand's owner, Kruger Products, had ...

Paris and London had lost some of their appeal as short-break destinations given the accessibility of other cities served by low-cost airlines. To counter this trend, Eurostar wanted to increase the r ...

Helmed by the British entrepreneur Sir Richard Branson, Virgin Atlantic Airways Limited hoped to attract the posh jet-setters abandoned by Concorde, a line of supersonic jets owned by British Airways. ...