Warc index
 

Breaking with category communication standards, coming up with insightful strategy and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European mar ...

The pen category is highly competitive, price sensitive, focused heavily on national accounts sales and hence, more often than not, driven by price promotions. Bic's competitors had also stolen the ma ...

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 ...

The 'sorted' website aimed to get New Zealanders thinking about and planning for their retirement, essentially by ignoring traditional notions of 'retirement planning’ and instead focusing on ‘financi ...

Back in 2000, Dundee was a middle-ranking Scottish university, with fewer and fewer people applying every year. However, the university decided to take action. They hired Frame C to create the first o ...

Dundee University deserves full credit for giving its backing to a challenging but very successful campaign from Frame C, stimulating both the quantity and quality of undergraduate applications. Previ ...

In a hotly contested market, HLX reached its break-even point ahead of schedule with a minimum budget compared to its competitors. The 'Fly for the price of a taxi' campaign successfully communicated ...

At a time of falling TV ratings, lost generations of audiences, and the rise of ad-skipping personal video recorders, BMW's Internet Film series - 'The Hire' - represented a bold step for a marketer i ...

This paper demonstrates how sound strategic insight and fascinating use of semiotics led to an advertising campaign which successfully reduced the response rate from the previous campaign. Yes, you di ...

In 2002, Freshbake Foods launched a range of microwaveable pies called Microbake. They were aimed at men, students, people who lived alone and mums who wanted something tasty and convenient for their ...

The progress of peace in our society is cause for cautious joy. But as normality takes hold, other things are evident: increased family disintegration, stress, drug and alcohol dependency, neglect and ...

The launch of competitive products had led to a drop in sales in the UK, Italy and Spain. The objectives were to maintain an image differentiation whilst widening the Freelander's appeal. The creative ...

The objectives of this campaign were to double the size of Max Factors franchise in the launch year, to sustain a lipstick property that can be sustained long term and use the Lipfinity initiative to ...

This study explains that most mortgage decisions are based on obtaining the most favourable rate of interest, the Bank of America could not compete on these terms so the marketing challenge was to gai ...

World Press Photo is regarded as the most prestigious international contest in professional press photography. The exhibition itself was a synthesis of life in 2001 that travelled to 70 venues in 35 c ...

The objective was to appeal to 35 - 45 age group, generate new investment funds and improve point of sale presence. The campaign was the most successful in the history of Bonus Bonds and enabled the ...

The role of advertising in this case study was to influence prospective students at an early stage in order to generate early demand and reduce dependence on clearing. The overall strategy was to posi ...

This paper describes how consumer advertising was used for the first time to help in recruiting new students to Dundee University. The primary objectives were to stem a long-term decline in UCAS appli ...

Salford University was suffering from a serious image problem and this paper describes how it was overcome. The agency identified a perception v reality situation and introduced brand marketing techni ...

The overall objective of this campaign was to increase the number and quality of teacher recruits. The paper shows how a new level of strategic and creative thinking had the desired impact on a comple ...

This officer recruitment campaign concentrated on attracting responses from college students to join a new generation of leaders including people from various minority backgrounds. In order to achiev ...

1999-2000 mixed media campaign in the US for I-wireless, a cell phone brand from Cincinnati Bell Enterprise Co. Directed at youth market in Cincinnati, the campaign would generate (if projected nation ...

Two and a half years ago, INVESCO Funds was just one of many mutual funds companies. It was successful, it was making money, but it was nothing extraordinary. In October of this year, however, Barron' ...

1994-1998 Norwegian campaign for Yellow Pages (Telenor Media). Objective was to improve awareness, knowledge and perceptions of Yellow Pages among advertisers, users and employees. Advertisers had to ...

The fundamental challenge was to generate excitement about ice hockey in the heat of Southern Florida. The campaign objectives were to build participation and loyalty and the results show that both o ...

The Fidelity Investment Q & A/ Peter Lynch campaign is a solution to a marketing challenge on several levels. By the end of the first quarter of 1999 the campaign was recognised as an overwhelming su ...