Subject Index
 

The Irish mobile phone market is oversubscribed and competitive, and the most effective way to win customers is to take them from competitors. In an effort to exploit an area of untapped potential, Vo ...

In 2003, America’s largest mortgage lender bank teamed up with Sedgwick Rd advertising agency to release their “Fear Not” campaign. The campaign, which communicated the lender’s wide range of flexible ...

In 2002 CVS Corporation's drugstore chain, CVS/pharmacy, was approaching its 40th anniversary, and as a result of steady growth it was nipping at the heels of the nation's number one dru ...

Prior to celebrating their 60th anniversary, Carl's Jr, one of the US’s leading fast-food burger chains, felt the pains of an aging icon. This paper describes how, in response Carl’s recognized poten ...

Dunkin' Donuts, the wholly owned subsidiary of the United Kingdom-based Allied Domecq PLC, reigned in 2000 as the world's largest coffee-and-baked-goods chain. With 3,500 outlets and $2 ...

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 ...

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 ...

How The Bank of New Zealand captured the under thirty market. A new account called ‘Smart Money’ was created for the uninterested under thirties. The advertising challenge was to drive acquisition a ...

For this campaign, the agency was looking for a powerful media-worthy story where online dating could be brought to life. The goals were to generate awareness, brand perception and trial. Results were ...

The cosmetics and toiletries market is highly segmented and extremely competitive. Product lifecycles are very short and brands must be innovative to further push and defend their market position. The ...

Campaign for Business Pages, a business-to-business phone directory. Objective: to get a boring product noticed by creating some emotional links. Media used: personalised phone books and the Metro fre ...

Campaign for the Flowers and Plants Association, to persuade people (especially women) of the value of buying flowers more regularly than for limited special occasions. Low budget campaign in women’s ...

Using the metaphor 'herding cats' which had come to describe hopelessly impossible technology feats, EDS restaged and reintroduced itself to the world during Super Bowl XXXIV. 'Cat Herders' brilliant ...

Procter and Gamble launched Dryel in September 1999, as a radical at home alternative to dry cleaning. Therefore, quite a challenge lied ahead of the 'Habits' campaign. Based upon key consumer insig ...

In most countries, a premium price of an average of 1.50 Euro per can in retail will hardly be accepted by the consumer. On average a can of Red Bull is three times higher than Coca Cola. Consumers ...

In the late 1990s Kellogg’s recognised that the snack market was one with huge potential. Consumers have less time to sit down to breakfast and its research revealed that 70% of consumers snacked regu ...

Although online recruitment services is a new and growing segment, more traditional methods such as classified ads and recruitment agencies still dominate the market place. Whilst the inline segment ...