Subject Index
 

Vodafone had pursued a limited music sponsorship programme prior to 2006, sponsoring tours by Kylie Minogue and running experiential activity with Robbie Williams and at Radio 1's One Big Weekend. Whi ...

This Road Safety Authority (Republic of Ireland) and Department of the Environment (Northern Ireland) campaign from 2002 aimed to raise the awareness generally of the number of pedestrians being kille ...

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 2006 campaign for The Home Office focused on child protection on the internet. The key objective of the campaign was to protect young people from the dangers of paedophiles by getting them to ado ...

This Gold award-winning paper details the campaign for E4's TV teen drama 'Skins'. E4 is aimed at younger viewers (in 16-34 age range), and the objectives of the communications were to generate a sign ...

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 ...

Every four years, the rivalry between sports brands intensifies as each attempts to leverage the holding of the FIFA World Cup™, and its audience of billions, to their advantage. With the 2006 tournam ...

Memory of Dr. Martin Luther King Jr., and the civil rights struggle in the U.S. has been fading. The goal was to revive a visceral connection to the civil rights era and engage people in the reason fo ...

To combat an all-out assault from Reebok, Nike created the new Nike Bauer brand. Bauer, a long established hockey company was the first brand to share the Nike name and logo, but initially the new bra ...

In launching its GoPhone prepaid cell price plan, Cingular was seeking to enter a new market and catch up with competitors such as Tracfone and Virgin which already held strong positions in the pay-as ...

The Montana Meth Project serves one clear purpose: to discourage teens 12-17 in the state of Montana from trying meth even once. Our objectives were to help prevent first time use, while also inciting ...

The campaign was to raise awareness for and increase sales of Jordan Brand's inaugural Jordan Lifestyle apparel collection, which hit the market in Fall of 2005. After its peak in the 1990s, the Jorda ...

Douglas Dunn, managing director and founding partner of Tuned In Research, describes a youth research project for UK TV's Channel 4 Teen Audit. Here he concentrates on how technology is changing virtu ...

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 ...

Most fireworks accidents, especially amongst young people, are due to mistakes made when letting them off. The Consumer Safety Institute in the Netherlands feared that the legal purchase of more power ...

The Italian chocolate market is small but complex, due both to its seasonality and the strength of its competition. The challenge for Masterfoods was to create a presence with a promotional activity t ...

In 1998, the Metropolitan Police initiated the Trident initiative in an effort to tackle rising gun crime in London's black community. The campaign aimed to demonstrate the dangers of carrying a gun t ...

At 31 % market share, Juicy Fruit remained the number one brand in the early 2000s but was losing ground to competitors. To reconnect with its key consumers, kids aged 12 to 17, in 2002 Wrigley launc ...

The telecommunications industry underwent such fierce competition during 2003 that many analysts were comparing its advertising climate to the "cola wars" of the previous decade. The fif ...

With 30 theme parks in North America and 8 in Europe in 2004, Six Flags, Inc., was the world's second-largest operator of theme parks, surpassed only by Walt Disney Parks and Resorts. But the c ...

Sims Sports, Inc., maker of Sims Snowboards, asked its advertising firm, Seattle-based Hammerquist & Halverson, to create a campaign for the 1997–98 winter season that would "retu ...

Polaroid Corporation, manufacturer of one of the premiere brands of cameras for more than 50 years, faced a crisis in the 1990s as the rise of new technologies, in particular digital cameras, negated ...

Pizza Hut is the world’s largest pizza chain, but in the US in the late 1990s it was facing increasing competition. Its response was to introduce the Big New Yorker pizza, a bigger, sweeter flavoured ...

In 2001 PepsiCo's Mountain Dew was the fourth-best-selling soft drink on the U.S. market. Even so, since the 1990s soft-drink sales overall had been seriously declining. While Mountain Dew� ...

From humble beginnings in a North Carolina pharmacy a century ago, Pepsi-Cola grew to become one of the best-known products throughout the world. The company behind it grew as well, to become one of ...

In the early 2000s the cola wars were as hot as ever with number two brand Pepsi-Cola battling to catch up with the top brand, Coca-Cola. But things were not going well for any of the cola brands, i ...

For more than 30 years PepsiCo, Inc. has been courting younger consumers, and youthful cola drinkers have formed a major battleground for Pepsi and its number one rival, Coca-Cola. The struggle for ...

Mountain Dew, a lemon-lime flavored, highly caffeinated soft drink, became a prominent national brand for PepsiCo, Inc., in the 1980s, posting double-digit annual sales increases. Many observers exp ...

Hoping to capitalize on the tail end of the mountain bike and bicycle motocross (BMX) craze of the late 1990s, Schwinn Cycling & Fitness purchased GT Bicycles for $170 million in 1998. The resu ...