Subject Index
 

Pannon GSM is a leading telecommunications operator in Hungary, serving in excess of three million customers, and with a 34% market share of the market. In January 2005, it launched its 3G mobile netw ...

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 case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...

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 ...

The 2006 Home Office recruitment campaign for Police Community Support Officers (PCSOs) aimed to explain the value of PCSOs to the public. It was based on an advertiser-funded television programme fol ...

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 paper discusses the 2006 launch campaign for IRN-BRU 32, a caffeinated energy drink aimed at the 18-30 audience, and competing mainly against Red Bull. TV was the main medium used, supported by r ...

This paper details the 2005-06 campaigns (Commuter Travel and Leisure Travel) for First Scotrail, the national Scottish railway franchise, to encourage consumers to travel by train. Commuter Travel ta ...

This paper discusses the 2006-07 campaign by Standard Life Investments to increase customers and turnover at the Churchill Square Shopping Centre in Brighton, which was facing a decline on both measur ...

This paper discusses the 2004-06 recruitment campaign for the Army Cadet Force (ACF). The objective was to motivate suitable people to become adult instructors, and the communications strategy used na ...

This paper describes how by generating reappraisal Ryvita Minis, advertising created awareness, product consideration, trial and repeat purchases above benchmark levels. Minis achieved year three pay ...

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 ...

Deichmann - the biggest shoe retailer in Germany and Austria - introduced a new communications strategy in 2005/06 in an effort to further improve its quality credentials, and in an attempt to build s ...

The male fragrance market is highly competitive, with over 30 product launches every year. This results in a high degree of segmentation, which is especially a problem during the Christmas season, whi ...

Launching a new fragrance is highly expensive, and can only be considered a success once the brand has established a loyal base of repeat purchasers, combined with low levels of long-term adspend. Bos ...

Nike was seeking to become the number one player in the women's sportswear category. To do this, it needed to inspire all women to feel like athletes - and it decided to use dance as the vehicle to co ...

With a focus on the use of Street Teams, CareerBuilder looked beyond traditional communications and tried to engage consumers, and encourage them to interact with the brand. Street team members were d ...

Military recruitment has arrived at its most competitive and challenging landscape since the instatement of the All-Volunteer Force in 1974. Compounding political, social, and economical variables hav ...

Schick needed to launch a new men's razor - despite second-to-market technology, 10% the budget of the competitor and low equity with young men. The goal was to engage the audience in the brand and dr ...

The ring tone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the companies involved. So how do you pit a little-known ring tone compan ...

Despite a rich heritage, the Minnesotan August Schell Brewery was finding it tough to get distribution in local bars. The challenge was to establish a larger presence in a crowded market and stake the ...

Mundo Yaris is a world specifically designed for young, bi-cultural Latinos. A world built on their core values of nontraditionalism, multiculturalism, experimentalism and creativity. Not only could t ...

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 ...

Tui has always been known for its irreverence and 'hardcase' attitude, a brand spirit embodied by its 'Yeah Right' campaign, and which drove much of the brand's success across New Zealand from the lat ...

Vodafone's BestMate campaign aimed to produce a turnaround across almost every brand and business measure that was important to Vodafone New Zealand. In a newly mature market, where shifting brand mea ...

Powerade - the leading sports water in New Zealand - was delivering strong year-on-year growth, but it was aiming to reach its full market potential. In-depth consumer research uncovered an issue that ...

Turning a 45-year-old juice brand - Fresh Up - into one that is accepted by highly fickle 18-24 year olds is a difficult challenge, and one that can backfire very quickly if communications appear to b ...

Westpac aimed to change the rules in the traditional banking arena. Based on the insight of the changing the traditional 'money speak' that typified the market, it aimed to reposition itself to reflec ...

The Road Safety advertising campaign in New Zealand proved highly effective in raising public awareness and improving driver behaviour, saving some 300 lives since its inception in 1995. Yet, in 2003, ...

This case study looks at the 2005 launch campaign for the Hyundai A-League, the national football competition run by Football Federation Australia (FFA). The competition it replaced, The National Socc ...