Warc index
 

Advertising can work fast – and the best way to achieve this can be to focus on generating an emotional response. Philips’ electric shavers, perceived as the choice of middle aged men, were losing sha ...

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

This paper demonstrates how disaster movies increased sales of FRijj milkshake. In recent years, FRijj's non-promoted base sales have been in decline. The challenge was to reverse this by re-engaging

This paper describes a qualitiative research technique developed by the Brazilian agency DCSNET Comunicações to understand the country's different consumer profiles and their regional partic ...

The U.S. Army faces a constant struggle to achieve annual recruitment goals. Potential recruits describe current Army recruitment advertising as out of touch with their lives and irrelevant to their s

In 2007, when UK law changed to allow the advertising of gaming and betting services, the bookmaker Ladbrokes wanted to understand whether or not to invest in advertising for the first time. Through a

The Commission on Presidential Debates wanted to ensure the public was well-informed about the issues in the 2008 US elections. It opted for a campaign which used MySpace, the social media network, to ...

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 early 2008 the unpopularity of the Iraq War had reached all-time highs and the trust factor between prospective recruits and Army recruiters was at a low. Research uncovered that prospective recrui ...

Wilkinson Sword wanted to announce their first-time sponsorship of Movember, a Men’s health charity that encourages men to raise money for the fight against prostate cancer by growing a moustache. Rat ...

Bikini maintenance for women is like Fight Club for men: the first rule is you don't talk about it. Schick wanted to find a way to make women comfortable so they'd talk about TrimStyle to everyone and ...

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 2007-8 launch campaign for the redesigned Toyota Camry (midsize passenger car), directed especially to Afro-Americans. Objective: change perceptions that it is a boring car. A segmentation study (de

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: Activate AT&T's college football partnerships, drive consumer engagement and create target-relevant exclusive content that could be delivered across three screens: wireless, b ...

Axe shower gel faced a challenge that communications alone couldn’t solve. While guys loved the brand, they were still using their grandpa’s bar soap, and nothing could get them to give it up. So the ...

In the 1960s and ‘70s, Canadian Club was the No. 1 whisky in America. But now Canadian Club is as untrendy as a brand could be. Guys say scornfully, “That’s what my Dad drank.” To get people to rethin ...

The challenge was to transform a no-name Mexican beer into a distinctive premium brand. Faced with declining beer sales and increasing competitive spending, the brand needed a counter-category message ...

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 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 ...

The U.S. Army's recruitment campaign has increased its investment in event programs. Because many events promote the spectacle they attend, such as NASCAR, rather than promoting the benefits of a care ...

By the end of 2007, Nikon’s market share in the point-and-shoot segment hit an all-time low. Nikon needed to engage young people to increase its share and compete with the consumer electronics giants. ...

During the toughest recruiting environment in U.S. history, the goal was to bring Army service into young adults’ consideration by intercepting their passion for gaming through the media sponsorship o ...

Since fiscal 1998, Marine Corps Recruiting Command has met its annual recruiting goal every year while maintaining the highest enlistment standards and sustaining a commanding lead in the Tough Elite ...

Coke Zero needed to convince skeptical guys 18-to-34 that Coke Zero really does taste like Coke. The strategy was to develop an integrated campaign around the idea of taste similarity, relying on irre ...

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 ...

The U.S. Army faces a constant struggle to achieve annual recruitment goals. Potential recruits describe current Army recruitment advertising as out of touch with their lives and irrelevant to their s ...

In 2007 Smirnoff needed to do a communications effort to demonstrate to the Brazilian public opinion that it cared about responsible drinking while at the same time not damaging the 'Pure Possibilitie ...