Warc index
 

This paper describes a qualitiative research technique developed by the Brazilian agency DCSNET Comunicações to understand the country's different consumer profiles and their regional partic ...

Microsoft has always been synonymous with desktop. But for years it has been trying to gain a foothold in the software market. In order to make Microsoft a credible player in this market, it had to ma ...

The multinational launch campaign for Microsoft Office 2007. Objective: create a need for the new version by generating awareness and then driving experiences to elicit the desired response. Target: i

A 2007-8 campaign for Spike TV, the cable network for men, supporting a new programming initiative (“True Dads”) to encourage fathers to be more involved in the lives of their children. Objective: to

a 2008 campaign for Continental Airlines, to increase business travel online ticket sales. Research, run over several campaigns, suggested the best approach to online media planning which would increa

The objective of this campaign was to shift perceptions of IBM from a mere technology company to the marriage of the world's best technology expertise and business thinking. The creative idea was simp ...

The three-hour drive between Seattle and Portland is awful. As bad as it is, most people would still rather drive than fly. To convince business travelers to give the Horizon Shuttle a shot, the drive ...

USG wanted to create awareness, stimulate trials and increase sales of revolutionary dust control joint compound - Sheetrock - that dramatically reduces airborne dust during drywall sanding. The prima ...

The 'White Board' campaign set out to establish UPS as being more than just a shipping company by focusing on some of the more surprising capabilities the company offered. The campaign explained indiv ...

A campaign (2006-7) for Monster.com, the job-seeker site. Objectives: maintain brand leadership and fight off fast-growing rival, CareerBuilder; improve brand equity, with greater efficiency. Two targ

Touchdown is a premium brand of glyphosate manufactured by Syngenta Crop Protection Canada. Touchdown competes in a very crowded category - there are 25 major branded and generic glyphosates available

Centraal Beheer Achmea, the Dutch insurance company, wanted to raise awareness of its business products and position itself among the country's top three providers of staff fringe benefits. Working wi

DHL is the largest logistics company in the world, and as one of the most known B2B brands in Sweden, it had no primary need to build brand awareness. However, the company had been through a number of ...

In many respects, FedEx fits the profile of a 'challenger brand'. Its main rival, UPS, sponsors the Olympics and has considerably more marketing muscle at its disposal than FedEx. Therefore, FedEx had ...

Nordea Bank is the largest financial institution in the Nordic area, and started its operations in Latvia in 2000, mostly aiming at corporate clients. By 2003, Nordea set itself the prime objective of ...

National Car Rental was a brand near the brink of collapse after bankruptcy proceedings in 2003. Dwarfed by competitors with big budgets and the emergence of online travel agencies, the challenge was

The UK office stationery market is highly fragmented, with thousands of products competing within a complex distribution network. Brand communication focus is typically within the distribution channel ...

Eurostar wanted to convince die-hard business flyers from Brussels to London to take the train. It based its campaign on the fact that this group often attach a certain status to flying, and aimed to ...

After a successful year in 2006, during which its punctuality rate reached 94% and its high-speed London to Manchester train service began to run every half hour, Virgin Trains was keen to take on its ...

In October 1998 the Xerox Corporation launched a $10 million advertising campaign in an effort to change people's perception of the Xerox brand. Although long known simply as a photocopy-machin ...

Helmed by the British entrepreneur Sir Richard Branson, Virgin Atlantic Airways Limited hoped to attract the posh jet-setters abandoned by Concorde, a line of supersonic jets owned by British Airways. ...

The "Moving at the Speed of Business" campaign was designed to modernize the image of the world's largest package-delivery company, United Parcel Service of America, Inc., commonl ...

In January 2002 United Parcel Service, Inc. (UPS), enjoyed a clear lead over FedEx, its major competitor, in the ground delivery business. At the same time, as part of a major rebranding campaign, U ...

The September 11, 2001, terrorist attacks crippled the airline industry in general and UAL Corporation's United Airlines in particular, forcing the company to file for bankruptcy in 2002. Thoug ...

"Fly the Friendly Skies" had been a stalwart slogan for United Airlines since 1966, but as legions of business travelers could attest, the skies became increasingly unfriendly in the 1 ...

Although it reached 88 million households in 2003, the daily average viewership of the cable Turner Broadcasting System (TBS) Superstation had dropped to 979,000, down 6 percent over the previous ye ...

Staples, Inc., was one of three office-supply-superstore chains to emerge in the 1980s, each vying to differentiate itself from the others. In 1994 Staples launched its first full-fledged television ...

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 ...

Southwest Airlines Company began as a carrier connecting the Texas cities of Dallas, Houston, and San Antonio and remained a regional airline for nearly two decades before taking its short-haul, small ...

By the early twenty-first century, the Sierra Club, one of the oldest and largest environmental advocacy groups in the United States, boasted a membership of more than 700,000. One of the principal co ...