Warc index
 

Each year, the Department of Work and Pensions pays out over £115 billion via 5 billion separate transactions. Millions of Britons were used to receiving these payments through a paper-based system, a ...

Acquisitive crime such as burglary and robbery costs Britain some £9.5 billion a year. Ethnographic research provided the inspiration for a strategy that reflected the way offenders really see their v ...

GSK's Corega brand is a denture fixative, allowing users to fix dentures to the gums. Research undertaken by GSK found that while fixatives were used by over 20% of denture wearers in countries like G ...

McDonald's wanted to increase its local relevance in Germany and Austria, while focusing on food and fun. This formed part of an overall strategy to build local platforms that could drive both brand a ...

In 1995, the Basilica Block Party was conceived as a way to raise funds for the church and support its various philanthropic initiatives. The event, however, was dogged by mediocre talent, limited par ...

After 40 years of category leadership, Crest was surpassed by its arch rival Colgate with the launch of Colgate Total. With the aim of taking back top spot, Procter & Gamble launched Crest Pro-Health, ...

HSBC had been making a steady, significant, but largely silent investment in the environment for a number of years, but had avoided taking a public stance on the issue for fear of a backlash from envi ...

The prevalence of autism has drastically increased, but parents often lack knowledge about the disorder. Autism Speaks wanted to raise awareness of the condition and educate parents about the prevalen ...

Milk was facing a number of issues: the healthiness of the product was in question because of negative press, other types of drink - from sodas to energy drink - had taken its market share over a long ...

IBM's business had changed dramatically over the course of a decade, moving from manufacturing computers to projects as varied as helping improve the traffic flow in Stockholm, providing translating e ...

Pepsi wanted to differentiate its Diet Pepsi Max brand from a number of new energy drinks that had flooded the already overcrowded beverage market. The target audience was young professional aged 25-3 ...

The Discovery Channel wanted to capture new viewers and reinvigorate lapsed ones, and further cement its position as a knowledge leader. The launch of the new series 'Planet Earth' offered the ideal o ...

With merely 5% market share, 3% share of voice, and key competitors spending huge amounts on advertising, Alltel faced a daunting market, and one which was nearing maximum penetration, meaning that ov ...

Keep A Child Alive, a small AIDS charity battling against bigger competitors and a charity-fatigued public, needed to increase donation levels, but had a budget of just $600 with which to do so. Given ...

The 'White Board' campaign set out to establish UPS as being more than just a shipping company by focusing on some of the more surprising capabilities the company offered. The campaign explained indiv ...

Juice sales were down 20% between 2000 and 2005 in the US as changing dietary habits hit the category. Ocean Spray's sales over the same period were down over 22%, and its household penetration droppe ...

The video game industry had long been perceived as only appealing to its most ardent users, while (inadvertently) shutting casual users and non-gamers out. The Nintendo Wii aimed to revolutionise this ...

msnbc.com's challenge was to grow its brand by defining and differentiating its content in the face of strong competition. Research showed that the website was appreciated by its audience for being op ...

Kleenex was an 80-year-old brand icon, but was also a brand in decline. The Let It Out campaign sought to reinvigorate the brand by making it relevant, and by forging an emotional connection with cons ...

The Hellmann's 'It's Time For Real' campaign used a mixed communications platform of traditional advertising and branded content to grow the brand in a shrinking category. The campaign was premised on ...

A campaign (2007) for Oregon's Mt. Hood Territory, the marketing brand for Clackamas County Tourism and Cultural Affairs, which is one of three counties comprising the Portland, Oregon Tri-County DMA.

A 2007 campaign for Hewlett Packard. Business objectives: get people to print more, and establish HP as the printing brand. Ethnographic and other research (described) used to discover printing behavi

A campaign by Steak for Digital Direct, a UK-based e-commerce website (internet only) offering electrical goods. Objective: in a highly competitive market, achieve over 800 sales per month at a target

Les Rôtisseries St-Hubert, is a well-known Canadian restaurant chain. However by 2003, the threat of competition prompted St-Hubert to re-think its marketing strategy to protect its leadership. T ...

An iconic brand, 67 year old Shreddies, had been a staple for decades on Canadian breakfast tables. Historically it had been the flagship of the post portfolio, but it had been unsupported since 1999

Scotiabank had historically lagged other major financial institutions in its segment. A compelling way to convince consumers that Scotiabank understood investing and was the bank worth investigating w

There is a perception across Canada that all the big banks are the same - and from a product standpoint, they are. To differentiate the Scotiabank brand, the playing field needed to change. The role a

Despite historically dominating the snack category, Frito-Lay faced rapidly changing American attitudes towards health and eating. This made them vulnerable to competitors with what seemed to be 'heal

The mission of Lucozade Energy was to get the people all over Britain out of their energy slumps, by giving them back their lost edge. The objective was to provide 10,000,000 people with the one thing

In a world where consumers and businesses are struggling to keep up with new media, New Zealand Mail was suffering from a perceived lack of relevance among consumers, and faced the challenge of revers ...