Warc index
 

Despite the fact the Great Barrier Reef was a world-heritage listed Natural Wonder of the World, the 'islands' of the region were relatively unknown. This campaign aimed to drive international interes

India is home to one in three illiterates on the planet and 75 million of them are children. Against this, India is also home to the largest number of English educated people. The Times of India (TOI) ...

"The challenge: Activate AT&T's college football partnerships, drive consumer engagement and create target-relevant exclusive content that could be delivered across three screens: wireless, b ...

Since fiscal 1998, Marine Corps Recruiting Command has met its annual recruiting goal every year while maintaining the highest enlistment standards and sustaining a commanding lead in the Tough Elite ...

Traditionally, O2 have been popular amongst students, but Orange had launched a highly successful campaign helping it to leapfrog the brand into first place. This word of mouth campaign aimed to win b ...

Early in the 21st century, Scotland needed teachers, not because of a problem related to staffing levels, but as a consequence of a commitment by the Scottish Government to reduce class sizes in order ...

The New Orleans Recovery School District (RSD) needed 500 teachers to accommodate a large expected influx of fall 2007 students. The area's system had consistently been ranked as one of the worst in t ...

The Southern Nevada Water Authority (SNWA) is a cooperative agency that was formed in 1991 to address the desert region's unique water needs. For years, it has been telling residents to conserve water ...

The World Press Photo Exhibition is one of the world's most prestigious exhibitions of international current affairs photography. Hosted in Wellington the fifth time in 2006, it provided a stark accou ...

Malibu is one of the fastest growing spirits brands in the UK, but statistics showed it was losing saliency, particularly amongst women aged 18-24. Increasing relevance and credibility amongst this gr ...

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline ...

The new newspaper nrc.next was facing the challenge of persuading the 'free-of-charge-generation' to read a newspaper they have paid for. Following the product's launch in early 2006, it aimed to attr ...

STAEDTLER is one of the oldest and most respected stationary-brands in the world, but in recent years the brand has faced tough competition from cheaper alternatives. The company wanted to improve its ...

Yahoo!, one of the early stars of the Internet, was launched in 1993 as Jerry's Guide to the World Wide Web, offering early users of the Web a way to navigate the quickly expanding Internet ...

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 ...

It was in 1995 that Sprint Corporation launched its national "Sprint Sense," an advertising and marketing campaign to sell long-distance phone service. The idea behind "Sprint Sen ...

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 ...

In 1996 entrepreneur Jay Walker came upon a startling statistic: every day airlines flew with an average of 500,000 empty seats. The revelation spurred Walker to create priceline.com, a website that e ...

According to Forbes magazine, Internet and catalog shoe shopping was a $2 billion business in 1999. Clothing retailer Nordstrom, Inc., which had launched an Internet subsidiary—Nordstrom.com&#x ...

Nissan launched the biggest marketing effort in its history, the "Enjoy the Ride" campaign, in August 1996. The $200 million budget was four times the previous budget and placed Nissan b ...

In the 1970s and 1980s the luxury component of the U.S. auto market stayed relatively immune from the threats of Japanese competition, which was able to zero in on the budget and mid-priced segments ...

Once the crown jewel of the General Motors Corp. (GM), the Oldsmobile division had fallen on hard times. As a result, GM went so far as to contemplate terminating the venerable Oldsmobile nameplate, ...

In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was u ...

Although Conseco, Inc., an insurance and financial services company, had become large and successful through acquisitions, it had little name recognition even among agents working for its various unit ...

Once renowned for supplying the rich and famous of America with outdoor gear, Abercrombie & Fitch (A & F) went bankrupt in the 1970s and was reinvented in the late 1980s as an apparel re ...

This paper describes how a campaign for the Training and Development Agency for Schools (TDA) from 1998-2005 averted a serious decline in teacher recruitment, and resulted in the number of people ente ...

This campaign for the BBC sought to persuade students that they needed to buy a TV licence. This paper covers three campaign periods from 2003-2006, all of which had the objective of educating student ...

When students begin their further education they feel the need for a good Bank that offers a special student account, and ABN Ambro perceives students as potential future high earners. In Dutch the wo ...

In 2004 Volkswagen launched a new Golf GTI, whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused ...

Breaking with category communication standards, coming up with insightful strategy and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European mar ...