Warc index
 

Previous pageNext pagePage 1 of 5

Main Index Categories
> Case Studies (30058)
> By target group (4311)
> Segmentation: Lifestyle, attitude (116)
-----------------------------------------
all[122]papers[2]cases[120]news[0]classics[0]
Sort by:
 Date      Most read
Narrow by:
Search within results:
Start searching...
Reset search

Print  |  Email  |  Add to My Folder
My preferred format is HTML  |  Change to PDF


Award-winning case study
1.
Brita - Filter for good
Jay Chiat Strategic Excellence Awards, Silver, 2009
Bottled water sales had hit Brita, the water filter company. A PR-led campaign which eventually encompassed television and newspaper advertising helped it hit back by claiming the environmental high g ...

Summary | Full Text | Creative | More Like This
Case Study
2.
Doritos - The scariest place on the web: Hotel 626
Jay Chiat Strategic Excellence Awards, Honorable Mention, 2009
In late 2008, Doritos wanted to reintroduce two flavors that had been discontinued in the 1980s - Taco and Four Cheese. With a minimal budget, and a solely digital brief, a distinctive strategy would

Summary | Full Text | More Like This
Award-winning case study
3.
Cheetos - the Orange Underground: WTF happened to Chester?
Jay Chiat Strategic Excellence Awards, Silver, 2009
In 2007, Frito-Lay wanted to reposition Cheetos as a product that was relevant to an adult audience, having committed to stop marketing the brand to children. Many older consumers who loved Cheetos ha

Summary | Full Text | Creative | More Like This
Award-winning case study
4.
Tourism Queensland - The best job in the world
Jay Chiat Strategic Excellence Awards, Silver, 2009
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

Summary | Full Text | More Like This
Award-winning case study
5.
USA Network - in plain sight
ARF Ogilvy Awards, Sports/Entertainment/Media, Silver, USA Network, 2009
A 2008 campaign for TV channel USA Network promoting a new series 'In Plain Sight'. Pre-campaign research (described) helped to develop the campaign, and continuous tracking during the 6 months while

Summary | Full Text | More Like This
Award-winning case study
6.
Nabob Coffee - postcards
ARF Ogilvy Awards, Beverages and Alcohol, Gold, DDB, 2009
A campaign (2008) for Nabob coffee, which had been suffering sales volume and share declines due to a lack of relevance, point of differentiation and increasing competition in the Canadian coffee mark

Summary | Full Text | More Like This
Case Study
7.
Erbert & Gerbert's Subs & Clubs - Erbert & Gerbert's: A Sub Chain Facing Extinction
New York American Marketing Association, Gold, David vs. Goliath, Effie Awards 2009
Erbert & Gerbert’s, a regional 46-store sub chain, was outmatched and outspent by marketing behemoths such as Subway. E&G faced a difficult position -- evolve or starve. With a fresh brand exp ...

Summary | Full Text | Creative | More Like This
Case Study
8.
MINI Cooper - Zug. The Other MINI.
New York American Marketing Association, Gold, Automotive, Effie Awards 2009
By 2008, the Mini Cooper, while iconic and endearing, was becoming far less edgy, especially in cities where you might see 20 or more in a day. The launch of the Clubman model, a stretched-outversion ...

Summary | Full Text | Creative | More Like This
User rating:
Case Study
9.
Atmosphere / Rhymesayers Entertainment - Paint That Sh*t Gold
New York American Marketing Association, Silver, Culture & The Arts, Effie Awards 2009
The aim of this campaign was to launch a hip-hop album that competes with the major label releases, using only a tiny, independent-label marketing budget. The objectives were to engage fans in the mar ...

Summary | Full Text | Creative | More Like This
Case Study
10.
Coca-Cola - The Coca-Cola Studio
Jay Chiat Strategic Excellence Awards, Non-winning entrant, 2009
Young Brazilians make up Coca-Cola's largest consumer base and have the greatest influence on the brand image. It is important to stay connected to this group and music plays a large part. Sponsoring ...

Summary | Full Text | Creative | More Like This
Case Study
11.
Simple - From a simpler shoe to a better world
Jay Chiat Strategic Excellence Awards, Non-winning entrant, 2009
A long-standing green shoe brand, Simple's success was threatened by the green consumer revolution as other brands jumped on the bandwagon and made Simple one of many. It needed to articulate why it c ...

Summary | Full Text | More Like This
Award-winning case study
12.
Skcin - Computertan.com
James Hamilton, Account Planning Group - (UK), Silver, Creative Strategy Awards, 2009
For this campaign for skin cancer charity, Skcin, McCann Erickson created a hoax online product targeting obsessed “tanorexics” at risk from harmful over-exposure to sunbeds. The agency used PR and vi

Summary | Full Text | More Like This
Award-winning case study
13.
Nokia Supernova 7610 - Communication Design
Andrew Stirk, Account Planning Group - (UK), Silver, Creative Strategy Awards, 2009
Nokia was under-performing in key markets including Russia, China, Brazil and the UK, and it was imperative the launch of the Supernova helped redress this trend. The company thus aimed to get to know

Summary | Full Text | Creative | More Like This
Award-winning case study
14.
Barclays Wealth - Barclays Wealth brand launch
European Association of Communications Agencies, Gold winner, 2009
Barclays owned five wealth management businesses in a category with little brand differentiation. Merging these into one unit, Barclays Wealth, made promoting it easier as a single defensible brand. ...

Summary | Full Text | More Like This
Case Study
15.
MasterCard - Confidence: it's something that money can't buy
David O'Hanlon, Paul Simonet and Andrew Raad, Institute of Practitioners in Advertising, IPA Effectiveness Awards 2008
From 2003-05, MasterCard invested heavily in the UK behind its long-running 'Priceless' campaign. This resulted in an increase in its share of the credit card market from 31% to 39% (in terms of the t ...

Summary | Full Text | Creative | More Like This
User rating:
Case Study
16.
Toyota Yaris - Move On. Move Up: the launch that broke records and opened doors
Justin Cloete and Rita Larisma, Institute of Practitioners in Advertising, IPA Effectiveness Awards 2008
When launching its Yaris model in South Africa, Toyota wanted to attract a new, younger audience to its brand without neglecting its core, traditional older audience. The promise and personality for t ...

Summary | Full Text | More Like This
Award-winning case study
17.
Cadbury Digestives - Oh happy day: how advertising helped biscuit buyers discover a new name in chocolate digestives
Amanda Feve, Karl Weaver and David Hartley, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards 2008
Cadbury is one of Britain's best-known chocolate brands. In 2007, Burton's Foods was looking to build its biscuit business, and decided to invest in advertising for Cadbury Milk Chocolate Digestives f ...

Summary | Full Text | Creative | More Like This
Award-winning case study
18.
UKTV - Dave: the home of witty banter
Hannah Yelin, Jonathan Wise, Clare Phillips, Mills Willis, Emma Boston, Liz Chandler, Luke Hales, Julia Jordan, Sarah Goldman and Selma Ali, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards 2008
Over the last 20 years, the number of TV channels in the UK has increased dramatically, particularly since digital television has entered the mainstream. UKTVG2 was one of a large number of what could ...

Summary | Full Text | More Like This
Award-winning case study
19.
Vicks - People not symptoms
European Association of Communications Agencies, Silver winner, 2008
In early 2007, Vicks was suffering from a decline in both relevance and sales, and employing different communication ideas for each new product initiative. Alongside launching new products to fill gap ...

Summary | Full Text | Creative | More Like This
Award-winning case study
20.
Lincoln - dreams
ARF Ogilvy Awards, Automotive, Gold, Team Y&R and Wunderman, 2008
A campaign (2006-7) for Lincoln luxury cars. Campaign objectives: improve opinion and consideration of brand, reverse decline and grow share, attract new buyers. Strategy: revitalise emotional connect

Summary | Full Text | More Like This
Award-winning case study
21.
ParticipACTION
Canadian Congress of Advertising, Silver, Canadian Advertising Success Stories, 2008
Canadians face a crisis, with more than half of them considered overweight and inactive. With the statistics getting worse, they needed an adrenaline injection. Through renewed government funding, tha

Summary | Full Text | More Like This
Award-winning case study
22.
MINI Turbovision
Canadian Congress of Advertising, Gold/Silver, Canadian Advertising Success Stories, 2008
To ensure a successful relaunch MINI needed to re-mark its turf in two ways: increase retailer leads and test drives. MINI also faced another hurdle. It competes with a broad range of manufacturers an

Summary | Full Text | More Like This
Award-winning case study
23.
Gee Beauty
Canadian Congress of Advertising, Silver, Canadian Advertising Success Stories, 2008
While it's no longer realistic to spend almost an entire day at a spa once a month, the creators of Gee Beauty sought to modernize traditional grooming by introducing the concept of shorter and more f

Summary | Full Text | More Like This
Award-winning case study
24.
Becel's Sponsorship of “The Heart Truth”
Canadian Congress of Advertising, Bronze, Canadian Advertising Success Stories, 2008
In 2008, the Heart & Stroke Foundation announced they were launching a new initiative called “The Heart Truth” to raise awareness of heart disease as the number 1 killer of Canadian women. The Bec ...

Summary | Full Text | Creative | More Like This
Case Study
25.
Unilever Nederland N.V. - Peace, Love & Ice Cream (Netherlands)
Promotional Marketing Council, Bronze (Cause or Charity/Non-profit Marketing), IMC European Awards 2008
The main objective for Ben & Jerry's was to build brand awareness of 'peace, love & ice cream'. The campaign integrated a 360 degree below the line approach to reach the target group with their messag

Summary | Full Text | More Like This
Case Study
26.
Intel - Intel & Ikea- Duvet Days Experiential (UK)
Promotional Marketing Council, Silver (Innovative Idea or Concept), IMC European Awards 2008
IKEA and Intel collaborated to mutual benefit: IKEA wanted to make consumers aware of how digital technology could improve home environments and Intel wanted to embrace the “cocooning” trend of stayin

Summary | Full Text | More Like This
User rating:
Paper
27.
Maxxium UK - Dance like no one's watching (UK)
Promotional Marketing Council, Silver (Event Marketing), Bronze (Product Launch/Relaunch/Trial campaigns), IMC European Awards 2008
This article describes ABSOLUT’S campaign called ‘dance like no one’s watching’ to launch a limited edition gift pack, ABSOLUT DISCO, which would: drive brand awareness and trial and volume growth acr ...

Summary | Full Text | More Like This
User rating:
Case Study
28.
Pomegreat - Pomebloodybrilliant
Tim Bisset, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2007
This paper discusses the 2006 campaign for Pomegreat pomegranate juice. PR had proved successful in getting the brand talked about, especially in terms of its health benefits. Now an above the line me ...

Summary | Full Text | More Like This
User rating:
Case Study
29.
Glasgow City - Style capital: positioning the City of Glasgow as a style brand
Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2007
This paper details the 2004 campaign to increase hotel occupancy and tourism in Glasgow by repositioning the city as a vibrant, stylish capital of style. It targeted a 'pyramid' of opinion leader audi ...

Summary | Full Text | More Like This
Award-winning case study
30.
Original Source - It takes 2,997 words to make one zesty case study for Original Source
Lorna Hawtin and Peter Harris, Institute of Practitioners in Advertising, Best Dedication to Effectiveness & Silver, IPA Effectiveness Awards, 2007
This Silver Award-winning campaign for Original Source bath products aimed to move it away from its 'niche brand' status and increase penetration and market share, without diluting the brand's well-es ...

Summary | Full Text | Creative | More Like This


1          2          3          4          5          Page:Next >


 home  •  subscribe  •  free trial  •  contact us  •  warc mobile  •    ©2009 Copyright and Database Rights owned by Warc

  |    |  
Subjects