Warc index
 

In 2008, T-Mobile had the lowest market share, worst average revenue per user, lowest brand consideration and highest churn of the big four UK mobile operators. The ‘Life’s for Sharing’ campaign was d ...

Advertising can work fast – and the best way to achieve this can be to focus on generating an emotional response. Philips’ electric shavers, perceived as the choice of middle aged men, were losing sha ...

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

For nearly half a century, Simple has defined itself by what it is not - no colour, no perfume. However, as competitors have put increasing emphasis on ingredient led hyperbolic claims, Simple's reduc

This paper explains how Shell formed a partnership with The Marketing Store to create and implement a global promotion to shift attitudes and behaviours of those consumers with no strong preference fo

Faced with a dramatic upsurge in road deaths in Northern Ireland over one weekend in November 2008, this paper shows how a short, sharp communications campaign saved lives. Research had shown in the p

This is the story of how the Make Poverty History campaign became a social movement. In 2005, GCAP wanted to persuade the G8 leaders to make serious long term commitments to help reduce extreme Third

This paper demonstrates how a new approach to radio station promotion was able to change the fortunes of Key 103, a local radio brand whose market share and historical pre-eminence had come under sust

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

This paper demonstrates how a little known brand called Dextro boldly targeted the energy drinks consumer, despite a budget of only £200,000, 1per cent of the sector spend. Dextro is an energy ta ...

This paper reveals how the California Travel & Tourism Commission, in conjunction with Black Diamond and Feather Brooksbank, increased the visitation to California by UK residents as the economy b ...

This paper demonstrates how a bold change in the creative design approach coupled with a new creative strategy delivered BT.com an improvement in sales conversion rates. When the global recession hit

In 2007, Benecol (a range of cholesterol lowering foods) faced a bleak future in the UK with a decline in market share and its sector also shrinking. This paper shows how by reviewing and changing the

When traditional online tracking measures suggested that online display advertising was not cost efficient or effective, ancestry.co.uk an online genealogy site, faced a communications problem as the

This paper shows how UKTV Documentary and UKTV People were transformed into two exciting new brands, Eden and Blighty, bringing in new viewers and advertising revenue. Faced with factual pay-TV subscr

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 a new marketing programme generated significant returns at a time when competitors were concentrating on price. Following the success of Morrisons' brand relaunch in 2007, they ne

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

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

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

This paper shows how in a quest to improve efficiency in 2008, Halifax set themselves the challenge of recruiting as many new student current account customers as the previous year, with approximately

This is not a traditional communications story about the impact of advertising, but is instead about how a brand was able to take back some control using its website to protect brand assets in an onli

This paper demonstrates how disaster movies increased sales of FRijj milkshake. In recent years, FRijj's non-promoted base sales have been in decline. The challenge was to reverse this by re-engaging

Every year 500 people in Greater Manchester could be saved from cancer death if their symptoms were presented earlier. This paper shows how a small budget social marketing campaign saved lives in Grea

In 2007, 21 cyclists in London died because they weren't seen. This paper shows how a small budget campaign of £600, 000, reduced deaths on London roads by a third. The challenge was to find an i ...

Currently one in three UK children are obese or overweight and if this trend continues, it is predicted that 90 per cent of today's children will be by 2050. This paper explains how a radical change o

Life changing decisions are never made lightly and to motivate two thousand five hundred people to physically act with a view to choosing or changing their career ultimately creating 1000 new employee

A 4% increase over nine years may not seem like the basis of an award winning 'Sustained Success EFFIE entry. But when talking about the difference between 91% and over 95% of the total 18+ population

Every year the NZ Army faces the tough task of recruiting the right number of high quality youth into its ranks, youth whose perceptions of a career in the NZ Army have been shaped by unfavourable ima

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