Subject Index
 

Schwartz has a heritage in herbs and spices, but also produces a huge range of sauces and dry sachet mixes, priding itself on its twin attributes of quality and authenticity. However, research carried ...

This Silver Award-winning paper details the campaign for Brother multi-function home office equipment. Brother was a weak brand in the home consumer market, against much stronger competition, but spot ...

In 1998 Time Warner Inc.'s Cartoon Network, second in children's programming to Viacom Inc.'s Nickelodeon Network, was a 24-hour basic-cable service offering nonstop animated ente ...

This 2005 campaign to 'Make Sainsbury's Great Again' came against a background of previous decline. The integrated approach towards solving this problem involved TV, programme sponsorship, in-store, o ...

How MasterCard used ‘Priceless’ advertising to reposition itself in the UK credit and charge card sector. This paper outlines how MasterCard in the UK stopped being a secondary player in the credit a ...

In 2004-05, Brother launched its new multi-function inkjet machines. Lower prices, a weakening brand image, and the growth of mass market buying meant that Brother had to shift its communications stra ...

Mastercard’s “Priceless” campaign was launched in January 1998. The objective was to reduce the competitive advantage “Visa” held over Mastercard. To create trust and confidence in the brand, Masterca ...

After three straight years of share decline and despite the media onslaught of the deep-pocketed category leader, Travelocity reversed momentum with the successful introduction of The Roaming Gnome ca ...

This is an excellent example of how to use TV sponsorship well. Back in 2003, First Choice was a relatively new brand. To put their brand name firmly at the forefront of consumers’ minds for the 2004 ...

During unfavourable economic times in 2002/03, “Standard Life” hired “The Leith Agency” to instigate a campaign to rebuild customer confidence, and improve perceptions of the brand. Employing a warm a ...

Audi introduced a new vehicle design into the market in 2004. While press and automotive enthusiasts had been introduced to the upcoming design changes by show cars at motor shows in 2003, there was a ...

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 ...

This low-budget campaign for Fiat vans was based on exclusive sponsorship of the Sun's weekly SuperGoals supplement. The aim was to attract van drivers who are only interested briefly when in the mark ...

In early 2004, McDonald’s identified a gap in its menu. Its share of the young adult segment was declining because it failed to offer a filling beef burger to rival competitive products. To do so mean ...

Automotive advertising in Quebec, like anywhere else, is constantly in rush hour mode. On TV, radio and newspapers the manufacturers run bumper-to-bumper trying to capture consumer attention—with spec ...

How does T-Mobile, the number-six player in the category, with only 7% market share, battle the well-known gargantuans of the mobile phone industry, with their well-established brands, retail presence ...

This case is the story of a corporate transformation. In just two years O2’s troubled predecessor, BT Cellnet, has been transformed into a vibrant brand and thriving business. Where it once trailed t ...

With the launch of the EOS300D, a new Digital Single Lens Reflex (SLR) camera, Canon took professional technology and made it available to a wider audience. The aim was to double category sales in the ...

By 2003, 63% of New Zealand’s population had at least one credit card. Visa’s market domination, with 69% penetration, was under threat as MasterCard and Amex invested heavily and eroded Visa’s share ...

The ‘Tui is Hardcase’ campaign has grown Tui into a powerful brand over the past three years in the declining and very challenging mainstream beer market. Without the campaign Tui is just another 4% m ...

Launching a new SUV (Sports Utility Vehicle) is difficult enough, even more so when you are the eighth European entrant to the category, the fourteenth brand overall, and up against entrenched competi ...

It was a case of think local and go global for McDonald’s “Eat Smart, Be Active” programme. This initiative was developed by DDB New Zealand to address specific issues for McDonald’s in the New Zealan ...

This study explains the launch of an internet train ticket booking service in competition with the main rival. The authors outline a tracking study which showed that the campaign had been successful ...

The case study describes how, although brand leader, Durex had obtained an old fashioned image. The campaign objectives were to reverse this perception and recruit young condom users to the brand. The ...

SICO Inc. is the largest paint manufacturer in Canada. Their paint portfolio in Quebec has been made up of Sico (the flagship), Château, and Crown Diamond. The arrival of big box stores provoked a fer ...

Campaign for West End Quay Ltd's regeneration of a 120 acre site at Paddington, one of the largest redevelopment projects in Europe. Objective: to sell the residential properties as expediently as pos ...

In the late 1990s Domino's had a poor brand image and lagged behind Pizza Hut. Pizza delivery was regarded as the lowest rung in the fast food market. By introducing new technology to ensure that pizz ...

The objective of this campaign was to motivate the community to turn off their automated reticulation systems in order to save water and assist dam level recovery during a time of drought. It managed ...

2000-1 corporate image campaign for bank of Montreal in Quebec. Bank had been showing continuous decline in key performance indicators, poor brand image and lacklustre products. Need to expand custome ...

Campaign for Allliance & Leicester bank.. Objective to build the brand and predispose customers towards it – in a market suffering much from cynicism. Method was to present tha bank as seeking to unde ...