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Award-winning case study
1.
New Zealand Netherlands Foundation - World Press Photo Exhibition 2006
Communication Agencies Association of New Zealand, Gold, Advertising Effectiveness Awards 2007
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 ...

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Read: 2 times
Award-winning case study
2.
Malibu - Soundclash
Integrated Marketing Communications Council Europe, Bronze, IMC European Awards 2007
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 ...

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Read: 29 times
Award-winning case study
3.
Laphroaig - Friend get Friend
Integrated Marketing Communications Council Europe, Bronze, IMC European Awards 2007
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 ...

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Read: 37 times
Award-winning case study
4.
Nrc.next - Selling subscriptions to a free generation
Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2007
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 ...

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Read: 15 times
Award-winning case study
5.
Staedtler - Erase this letter
Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2007
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 ...

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Read: 7 times
Case Study
6.
Yahoo! Inc.: Do You Yahoo!? campaign
Chris Amorosino, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1849-1857
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 ...

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Read: 81 times
Case Study
7.
Turner Broadcasting System, Inc.: Tbs Very Funny campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1659-1665
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 ...

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Read: 41 times
Case Study
8.
Sprint Nextel Corporation: Dime Zone campaign
Anita Coryell, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1543-1556
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 ...

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Read: 24 times
Case Study
9.
Sierra Club: Hybrid Evolution campaign
Guy Cunningham, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1509-1512
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 ...

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Read: 78 times
Case Study
10.
Priceline.com Incorporated: Troubadour campaign
Kevin Teague, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1369-1372
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 ...

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Read: 22 times
Case Study
11.
Nordstrom, Inc.: Make Room For Shoes campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1181-1187
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 ...

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Read: 38 times
Case Study
12.
Nissan North America, Inc.: Enjoy The Ride campaign
Mariko Fujinaka, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1171-1180
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 ...

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Read: 37 times
Case Study
13.
Nissan North America, Inc.: Own One And You'll Understand campaign
Cynthia Tokumitsu, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.1171-1180
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 ...

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Read: 56 times
Case Study
14.
General Motors Corporation: Start Something campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.631-656
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, ...

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Read: 40 times
Case Study
15.
Eastman Kodak Company: Tall Tales campaign
Susan Steiner, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.479-491
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 ...

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Read: 53 times
Case Study
16.
Conseco, Inc.: Protect/Create Wealth campaign
Debbi Mack, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.367-370
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 ...

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Read: 37 times
Case Study
17.
Abercrombie & Fitch: A & F Quarterly campaign
Mark Lane, Encyclopedia of Major Marketing Campaigns, Gale, Volume 2, 2007, pp.9-13
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 ...

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Read: 124 times
Award-winning case study
18.
Training and Development Agency for Schools - A class act: how communications averted the teacher recruitment crisis, 1998-2005
Ric Nicholls, David Bassett and Sergen Ozbek, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2006
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 ...

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Read: 71 times
Award-winning case study
19.
BBC - 50 Pints or a TV Licence?
Adrian Hoole, Debi Bester, Kate Harding, Paul Sturniolo, Arabel Thomson and Peter Kirk, Institute of Practitioners in Advertising, Best Integration & Gold, IPA Effectiveness Awards, 2006
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 ...

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Read: 108 times
Award-winning case study
20.
ABN AMRO (Netherlands) - The bank for first-year students
Integrated Marketing Communications Council Europe, Gold, PMC European Awards 2006
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 ...

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Read: 45 times
Award-winning case study
21.
Volkswagen Golf GTI - For Boys Who Were Always Men
Euro-Effies, Gold winner, 2006
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 ...

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Read: 92 times
Award-winning case study
22.
Discreet Tanga - Boy
Euro-Effies, Gold winner, 2006
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 ...

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Read: 47 times
Award-winning case study
23.
Bic - Failsafe
Ashley Farr, Account Planning Group Australia, Finalist, Creative Planning Awards, 2006
The pen category is highly competitive, price sensitive, focused heavily on national accounts sales and hence, more often than not, driven by price promotions. Bic's competitors had also stolen the ma ...

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Read: 4 times
Case Study
24.
RiteRate.ca - Canada's first online natural gas marketer
Canadian Congress of Advertising, Bronze, Canadian Advertising Success Stories, 2006
Natural gas is a low interest, high involvement grudge purchase for most homeowners. They want it to be there when needed but do not want to pay exorbitantly for it. RiteRate, Canada's first online na ...

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Read: 3 times
Award-winning case study
25.
Sorted.org.nz - Getting New Zealanders Financially Fit
Communication Agencies Association of New Zealand, Bronze, Advertising Effectiveness Awards 2006
The 'sorted' website aimed to get New Zealanders thinking about and planning for their retirement, essentially by ignoring traditional notions of 'retirement planning’ and instead focusing on ‘financi ...

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Read: 22 times
Award-winning case study
26.
University of Dundee - University challenge. Serious fun
George Cumming, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2005
Back in 2000, Dundee was a middle-ranking Scottish university, with fewer and fewer people applying every year. However, the university decided to take action. They hired Frame C to create the first o ...

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Read: 54 times
Award-winning case study
27.
University of Dundee - Academic brand creation
George Cumming, Institute of Practitioners in Advertising, Silver, Scottish IPA Effectiveness Awards, 2005
Dundee University deserves full credit for giving its backing to a challenging but very successful campaign from Frame C, stimulating both the quantity and quality of undergraduate applications. Previ ...

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Read: 56 times
Award-winning case study
28.
Hapag Lloyd Express - Fly for the price of a taxi
EURO-Effies, Silver winner, 2005
In a hotly contested market, HLX reached its break-even point ahead of schedule with a minimum budget compared to its competitors. The 'Fly for the price of a taxi' campaign successfully communicated ...

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Read: 42 times
Award-winning case study
29.
BMW Films - 'The Hire'
Rob White, Adrian Ho and Lachlan Badenoch, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2004
At a time of falling TV ratings, lost generations of audiences, and the rise of ad-skipping personal video recorders, BMW's Internet Film series - 'The Hire' - represented a bold step for a marketer i ...

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Read: 150 times
Award-winning case study
30.
Teacher Training Agency - Less is more: how a reduction in call volumes spelt success for the TTA
Julie Neilson, Institute of Practitioners in Advertising, Bronze Winner, IPA Area Effectiveness Awards, 2003
This paper demonstrates how sound strategic insight and fascinating use of semiotics led to an advertising campaign which successfully reduced the response rate from the previous campaign. Yes, you di ...

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Read: 62 times


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Age: 0-12, childrenAge: 13-19, teenagersAge: 19-25, young adultsAge: 26-49, mid yearsAge: 50 plus, seniorsAll adultsBusiness: Board levelBusiness: Buyers, specifiersBusiness: Distributors, retailers, tradeBusiness: General businessBusiness: Medical, doctorsBusiness: ProfessionalsBusiness: Small businesses, SMEsBusiness: TeachersEducationEducation: Post-graduateEducation: To 16 yearsEducation: To 18 yearsEducation: University, collegeEmployment: EmployedEmployment: Job-seekersEmployment: RetiredEmployment: UnemployedEthnicity: Ethnic majorityEthnicity: Ethnic minorityHousehold: Children at home, familiesHousehold: Home ownersHousehold: HousewivesHousehold: Local communityHousehold: Married, cohabitingHousehold: No children at homeHousehold: ParentsHousehold: Single, divorcedHousehold: TaxpayersIncome, grade: ABC1, officeIncome, grade: C2DE, manualIncome, grade: HigherIncome, grade: LowerIncome, grade: MiddleOpinion leaders: MavensProduct use: Cameras, photographyProduct use: Car driversProduct use: DrinkersProduct use: Fashion enthusiastsProduct use: Food enthusiastsProduct use: GardenersProduct use: IT, Internet, gamersProduct use: Mobile phonesProduct use: Museum, gallery visitorsProduct use: Pet ownersProduct use: Property buyersProduct use: Rail, bus usersProduct use: Slimmers, dieters, health consciousProduct use: SmokersProduct use: Sports enthusiasts, fansProduct use: Travellers, touristsSegmentation: GeodemographicsSegmentation: Lifestyle, attitudeSex: FemaleSex: MaleShopping: Christmas shoppersShopping: Main shoppersShopping: Secondary shoppers
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