Warc index
 

Faced with a dramatic upsurge in road deaths in Northern Ireland over one weekend in November 2008, this paper shows how a short, sharp communications campaign saved lives. Research had shown in the p

In 2008, Irn-Bru was faced, in a flat market, with nearly saturated distribution and fierce competition. They needed to increase value sales in Scotland by 4 per cent. The strategy was to create a ser

Currently one in three UK children are obese or overweight and if this trend continues, it is predicted that 90 per cent of today's children will be by 2050. This paper explains how a radical change o

Milk is a staid and boring product drunk in childhood. Consumption declines rapidly during teenage years and never recovers. To reconnect with Californian teens, BBH invited a group of them to blog ab ...

In Pennsylvania, the rate of teen deaths from driving drunk had not declined in more than eight years and existing messages, focusing on the risk of death, were not seen as credible. After extensive r

Virgin Mobile entered the Indian market with a plan to establish itself as the sector’s youth brand. In a series of TV spots, the brand used daring and unconventional storylines to reach 18-25 year-ol ...

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

The Ad Council, the Family Violence Protection Fund, and the Office of Violence Against Women joined forces to create an integrated campaign that would help prevent teen dating violence. Research had

Cadbury’s Stride chewing gum brand wanted to market its longevity using humour and an irreverent tone. It used a spoof legal site and online games to increase awareness. Following the campaign, Stride ...

Johnson & Johnson’s Band-Aid was facing its third year of slowing sales in Brazil – a trend which increased the pressure on its profit margins. In particular, the market for children’s decorated b ...

A campaign, 2001 onwards, for seatbelt wearing in Northern Ireland. Statistics (quoted) show that Ireland, both North and South, lagged behind Great Britain in seatbelt wearing and avoidance of preven

The challenge: to make milk hipper and inspire teens to drink more. The creative solution: create a buzz-worthy pop culture of own – the band “White Gold.” The media strategy: to mimic the condensed l ...

To coincide with the 50th anniversary of the Whopper, Burger King conducted a social experiment removing the iconic Whopper from the menu. The first phase of the experiment explored deprivation to see ...

Old Spice has been a formidable presence in male grooming for over 70 years. But Axe’s invasion in 2002 dramatically changed the landscape. With its promise of sexual conquest, Axe became the cool kid ...

The challenge was to break out of the functional constraints of the Gum category to build a brand recognized as a meaningful part of the lives of teens and regain their lost consumption. This integrat ...

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 ...

"Halo 3 Believe" set out to have the biggest opening sales in the entertainment industry by deploying a cross-platform approach to story-telling. This phased campaign by McCann Erickson cent ...

Orange wanted to deepen its engagement with the youth market, but while the mobile phone was an essential part of the lives of this age-group, they were hard to reach in a manner that was both authent

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

This paper discusses a campaign for Nike which aimed to connect the brand with a new audience in a new way. Nike had developed a new range of kit focusing on the area of small-sided football, which ha

Teenage guys account for a big proportion of Lynx's sales, and the company has typically appealed to this audience through the promise of helping them in the mating game. The rise of social networks,

This paper describes the use of a new type of "channel" by Kent County Council in an attempt to communicate more effectively with teenagers on matters such as unprotected sex, drinking, drug ...

Childhood obesity rates in the UK are growing at a rapid rate, a trend that increasingly threatens both the current and future health of this age-group. Anti-obesity campaigns typically focus on telli

Air Action Vigorsol was the best-selling chewing gum brand in Italy, a position it had enjoyed for a number of years. Like every other chewing gum market, the category in Italy was largely impulse-dri

This case details Chupa Chups' efforts to use a silent puppet to drive word-of-mouth about its new brand idea, 'Life's Less Serious'. Communications centered around Chuck, a silent puppet, who feature ...

This paper discusses a campaign for Unilever's Axe/Lynx deodorant, which was specifically designed to spread word of mouth, and not just to use WOM as a small element of a bigger piece of activity. Th ...

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 ...

Teenage life in Ireland had changed dramatically in a few short years, due in large part to the rapid economic growth experienced by the country. The new 'Bebo generation' was empowered with mobile ph ...

There can be few more challenging briefs than tackling London's gun crime problem. The issue is a highly complex one, closely intertwined with a host of other social problems, from poverty to educatio ...

Seatbelt wearing rates in both Northern Ireland and the Republic of Ireland have historically been lower than Great Britain. The challenge was thus to increase seatbelt compliance, and thereby reduce ...