Subject Index
 

This Silver Award-winning campaign for the Department of Work and Pensions (DWP) was designed to launch its new electronic Direct Payment system. The basic idea used TV and direct mail, supplemented b ...

IKEA decided to take a stand against the ICFF to boost awareness & brand perception in NYC. Using guerilla installations of furnishings around the city like couches in bus shelters, we demonstrated ho ...

The United States Tennis Association (USTA) was the official governing body of American tennis and the owner of the US Open, the only Grand Slam tournament held in the United States. But the USTA memb ...

In the late 1990s Miami-based Royal Caribbean Cruises Ltd. began repositioning its namesake brand, Royal Caribbean International. After campaigns meant to market the brand as an alternative to resort ...

In September 1998 Dirt Devil, Inc., a subsidiary of Royal Appliance Manufacturing Company, introduced the Swivel Glide Vision, a bagless upright vacuum with a unique see-through container. A new telev ...

Dirt Devil, Inc., a subsidiary of Royal Appliance Manufacturing Company, generated free publicity for itself with its innovative and controversial "Fred Astaire" advertising campaign. In ...

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 ...

In 2000 Bayerische Motoren Werke AG (BMW) posted total sales of $33 billion, a slight decrease from its 1999 earnings of $34 billion. Afraid of further backsliding, the Bavarian automaker decided to ...

Bulldog was founded in 2000 as a new sort of broadband company, offering higher speed broadband at lower cost than BT. It was acquired by Cable & Wireless in 2004, and significant marketing followed t ...

In reply to the cluttered and stagnant insurance market, RBS decided to invest-to-grow its third insurance brand, Privilege. Following a 34 percent sales decline, Privilege aimed to increase revenues ...

By November of 2004, Vonage had secured 268,000 subscribers and was ready to break into the broader market for fixed line telephone service. It wanted to increase brand awareness, solidify its leaders ...

Dr. Angus's upbeat philosophy of indulgence is refreshing to burger lovers long barraged by diet hype. It's these folks Burger King needed to win back to end a dramatic loss in consumer share. A slide ...

In 1995, Direct Line decided to reposition itself from an ‘economy’ to ‘service’ insurance brand. Maintaining, its signature Red Telephone, and catchy jingle, Direct Line used an ever-evolving series ...

All charities need to be sure that their advertising monies are deployed wisely. This case for the Salvation Army really sets the benchmark for best practice. Between 1998 and 2002, The Salvation Army ...

This describes the launch in the UK of a table-top electric grill which was introduced to the US market by the former heavyweight boxing champion George Foreman. The brand is now owned by Salton Euro ...

Despite holding a 95% market share in this mature market, the GIB Living Solutions® strategy has increased sales by $35 million in the 12 month period to 31 March 2003. In the same period, gross margi ...

Campaign (2001) by Pfizer to raise awareness and acceptance among men of erectile difficulties and to urge them to seek treatment. In accordance with the guidelines governing the marketing of prescrip ...

1999-2000 campaign for Scotiabank, hitherto the lowest spender among the `big six'. Need to build a brand personality (a more `human face') and re-establish links with consumers. Campaign focused on f ...

The 40 Hour Famine strategy was designed to encourage children to raise funds for the charity World Vision. The scheme had been in decline for several years and this campaign's objective was to arres ...

The 'Trapped' campaign introduced a new way to treat the flu, prescription Tamiflu. The goals of this campaign were to build awareness of this new brand in this new 'flu treatment' category, and moti ...

The company's future hinged on BR's success and to turn the company around, BR needed to grow and expand its market beyond core users. BR seized the opportunity to segment its business and thus had t ...

Kellogg’s Coco Pops faced increasing competition from rival brands and supermarket own label products. To make matters worse, it changed the name of the brand to Choco Krispies as part of a regional r ...

Short campaign in Dec 1999 to Feb 2000 for RACV home and motor insurance products, to halt share loss and stimulate calls to the RACV call centre. Sales target: an increased 14% by end February. Decem ...

Prior to the campaign Huggies was suffering a declining market share. Following the launch of Huggies Grip Tab nappies into the New Zealand market, the brand achieved and maintained a spectacular gai ...

Gib had always been a trade focused brand, however research showed that 45% of decisions relating to materials were made by the homeowner, not the trade. The campaign exceeded all marketing and adver ...

The United States Tennis Association is a 100-year old, non-profit organisation dedicated to promoting tennis. However with a steep decline in the number of people playing and supporting tennis the US ...

Campaign in 1999 by DMB&B for the DfEE Reading & Literacy Campaign. Objective: to encourage parents to help their children learn to read. Need was to give more confidence, especially to fathers. Strat ...

Campaign in 1999 by Lowe Direct for the RAC (relaunched and rebranded in 1997). Campaign based on personal experiences of the breakdown recovery service. Media: direct marketing (brief was to revitali ...

This 1998 DMA ECHO entry was created in-house for Rodale Press. The objective of this campaign was to acquire subscribers to Men's Health magazine. A direct response commercial was created that target ...

This 1998 DMA ECHO entry was created by FCB Direct/New York for Merck and Company. The objective of this direct response television campaign was to generate leads for Fosamaz, a prescription drug that ...