Warc index
 

This paper explains how an imaginative mobile phone-centric campaign persuaded core Strongbow drinkers to engage meaningfully with the brand and increase the frequency of their purchases. In 2007, res

This paper demonstrates the power and effectiveness of advocacy. In 2006, Stanley launched a new product range called Stanley FatMax XL as part of its strategy to win back the affections of profession

This paper shows how powerful iconic imagery was used to inject new life into the fragmented and competitive world of taxi insurance. After a period of rapid growth up to 2002, Swinton's taxi division

This paper shows how Maximuscle widened its audience in the sports nutrition category. In order to realise the growth potential of the brand, Maximuscle needed to reach out to a broader lifestyle gym

Microsoft has always been synonymous with desktop. But for years it has been trying to gain a foothold in the software market. In order to make Microsoft a credible player in this market, it had to ma ...

A 2008 campaign for Bravo TV channel. Objective: to inform and convince business advertisers that Bravo's audience profile (affluent, upscale, trendy adults) was important for them to reach. Research

The objective of this campaign was to shift perceptions of IBM from a mere technology company to the marriage of the world's best technology expertise and business thinking. The creative idea was simp ...

Consumers have always thought of Armstrong as a trusted flooring company but were unaware of all the product forms Armstrong offers. Moreover, laminate floors were typically considered to be an inferi ...

When JetBlue first launched, the airline challenged industry conventions. JetBlue brought humanity back to air travel, offering a great experience for low fare and created many fans. Seven years later ...

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 ...

Since fiscal 1998, Marine Corps Recruiting Command has met its annual recruiting goal every year while maintaining the highest enlistment standards and sustaining a commanding lead in the Tough Elite ...

Coke Zero needed to convince skeptical guys 18-to-34 that Coke Zero really does taste like Coke. The strategy was to develop an integrated campaign around the idea of taste similarity, relying on irre ...

With increasing competition from new outlets and stronger brand recognition for key competitors, Teleflora and its network of local retail florists faced declining sales. Mother’s Day, the single larg ...

On Christmas day, 2007, a zoo visitor was mauled to death by a tiger. In the aftermath, media frenzy ensued, and attendance plummeted 66% from the previous year. The zoo rushed to fix the problem by b ...

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 ...

This article details how Bayer Schering Pharma connected doctors with testosterone deficient patients, educating them about an insidious male condition, which is extremely difficult to detect as its s

Asset finance is the backbone of Australian enterprise. The ability to borrow funds to expand industry is absolutely essential to keep the nation on the move. In a contracting market, Commonwealth Ban

High cholesterol affects up to 50% of the adult population in Australia, but few of them are aware they have the condition. Pfizer Australia wanted to persuade the Australian population that having a

Royal Mail is one of the UK's best-known brands, but has also recently faced two sizeable challenges. The first was the formal introduction of competition in its category, taking away 20% of the marke

Volkswagen was faced with the problem of launching the latest version of the Golf IV in the middle of a recession which particularly affected the car market. Their objectives were to gain market shar ...

Barclays owned five wealth management businesses in a category with little brand differentiation. Merging these into one unit, Barclays Wealth, made promoting it easier as a single defensible brand. ...

Amongst oral care brands in Europe, the gum care segment was underdeveloped, accounting for only 7%. However, 48% of adults claim to suffer from bleeding gums, but the general perception is that this ...

Early in the 21st century, Scotland needed teachers, not because of a problem related to staffing levels, but as a consequence of a commitment by the Scottish Government to reduce class sizes in order ...

Over the past three years, Lucozade Sport has doubled in size, largely as a result of its stated aim of engaging a smaller group of consumers in in-depth conversations. Research revealed that the grea ...

Integrity Windows and Doors wanted to position its composite fiberglass product range in a way that would directly take on vinyl - the Goliath of its category. To do so, it would have to convince buil ...

USG wanted to create awareness, stimulate trials and increase sales of revolutionary dust control joint compound - Sheetrock - that dramatically reduces airborne dust during drywall sanding. The prima ...

The advent of Web 2.0 had profound implications for Cisco. The company's success in the late-1990s had made it synonymous with internet hardware, but the brand was not perceived as playing a similar r ...

The full size pickup sector is one of the highest volume segments in the Hispanic market. It is also traditionally dominated by domestic brands. As such, while Toyota leads the Hispanic market in term ...

With over 260 new vodka brands being launched in the US over a four year period, Svedka wanted to stand out in a cluttered market. In an effort to achieve this, its marketing goal was to create a tota ...