Subject Index
 

This Bronze Award-winning campaign for Pilkington Pro-Activ self-cleaning glass aimed at enthusing employees and promoting the product to the trade and the ultimate consumers, homeowners. The most imp ...

The campaign entitled “The Secret Coast” was developed for Centex Destination Properties: Pointe West as a means to reenergize consumer interest, as well as neutralize low perceptions of its location ...

As the housing market went from a boom to a transition market, Century 21 needed a campaign to break through the clutter, increase brand awareness measures over Re/Max, and boost the amount of traffic ...

In 2006, insurance company Mapfre restructured its commercial and sales structures, and also launched two high-profile products: 'family protection' for protection against family risks and 'rent prote ...

Belgium's home furnishings market is very fragmented: independents account for 85% of the turnover, while chains like IKEA only account for 7%. IKEA wanted to reverse this trend and become more social ...

Stanley Steemer International, Inc., a carpet-cleaning service with franchises across the United States, began seeing sales declines in 2002. Wanting to change its marketing profile to address these d ...

The Scotts Company, later to be named Scotts Miracle-Gro Company, had been a leading manufacturer of lawn-and garden-care products since 1868. It sold grass seed, fertilizers, herbicides, and potting ...

In 2003 Piedmont Federal Savings and Loan Association was composed of 10 branches, making it the third-largest financial institution in North Carolina. Piedmont Federal operated as a "portfolio ...

In 2002 IKEA was the world's largest home-furnishing retail chain and had just released plans to open 60 to 70 new stores across Asia, Europe, and North America. Although most people in U.S. me ...

In October 1998 Euromarket Design, Inc. launched an advertising campaign for Crate & Barrel, its chain of housewares and furniture stores. With an estimated budget of $3.5 million, Chicago-base ...

This 2005 repositioning campaign for Homebase, the DIY retailer, sought to reverse a previous decline against B&Q by promoting the idea that Homebase provides everything you need to make a house a hom ...

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 ...

In 2002 UniBond was the UK’s biggest sealant brand, with a 40% market share. Henkel had big ambitions though, and wanted further growth. Historically, sealants had been structured around the product f ...

Building a brand in the energy sector is not an easy business. Gas and electricity are true commodities, and people aren’t very interested in them, except when they go wrong. People only tend to switc ...

ScottishPower’s continuing battle with Scottish/British Gas makes for a good case study. With an all-staff commitment to ‘do more for you’ and by exploiting a price advantage to the full, ScottishPowe ...

This campaign for Harpic aimed to transform brand communication, which had hitherto been presented in a wholly functional way. Sales were failing because women worldwide did not identify with this app ...

B&Q has been an incredible retailing success over the last decade, coming to dominate the UK DIY market. Since 1997, advertising has been themed around its staff, with creative featuring members of st ...

This paper demonstrates how Crown Paints created communication that was focussed on delivering against rational and emotional objectives simultaneously. Despite an ongoing fight with its main market c ...

Réno-Dépôt was the leader of the home improvement market in Quebec, but faced threatening - and potentially fatal - competition from Home Depot, the global market leader. This case illustrates how sim ...

This paper explains that the battery market in general and Duracell in particular had been in a state of crisis due to lack of differentiation within the market. The challenge was to restore the impo ...

To win the Grand Prix both the scale of the task and the brilliance of the response have to be extraordinary. This paper demonstrates how Crown has defied advertising conventions by successfully commu ...

The new ‘Freedom’ campaign for Phoenix Natural Gas was successful in informing the owner-occupied housing market of the opportunities and benefits of Phoenix Natural Gas, challenging fuel perceptions, ...

The early signs of this re-launch are very positive. The launch objectives have all been met in a very short period of time. UniBond is fulfilling its role by leading, adding value and helping to grow ...

Despite holding a 95% market share in this mature market, the GIB Living Solutions® strategy has increased sales by $35 million in the 12 month period to 31 March 2003. In the same period, gross margi ...

Carters was a brand in crisis. Well, hardly a brand really. Years in the advertising wilderness had left it with little awareness and even less positivity amongst consumers, and even its core trade au ...

VELUX is a successful global business in the building market and one of Denmark’s leading companies. In order to ensure consistent quality in their advertising across a number of European markets, VEL ...

An innovative approach to advertising helped ScottishPower reduce customer losses in the face of considerable competitive attack, as the effects of deregulation worked through the market. Despite unde ...

This case showed how significant results could be achieved with a small advertising budget, an innovative approach and a forward-thinking client. Olympian is an independent furniture retailer based in ...

The typical furniture retailer's advertising may, in its determination to drive immediate footfall, end up generic and cluttered. As a consequence, it often does nothing to build long-term brand value ...

This case study describes how First Citizens Bank was neither a small, high service nor high finance bank and it was seen as serving no useful function. The objectives were to shift perceptions and r ...