Warc index
 

The typical furniture retailer's advertising may, in its determination to drive immediate footfall, end up generic and cluttered. As a consequence, it often does nothing to build long-term brand value ...

This case study describes how First Citizens Bank was neither a small, high service nor high finance bank and it was seen as serving no useful function. The objectives were to shift perceptions and r ...

Short campaign in 2001 for a new variant of Crown paint, Breatheasy (an odourless paint). Crown had successfully repositioned itself with emotional values (IPA Award 2000), but Dulux was still leader, ...

This silver-winning paper demonstrates that it’s what you do with what you’ve got that matters. With just 0.32% advertising share of voice, Britannia Building Society met ambitious marketing objective ...

1996-2000 advertising for B&Q. Objectives: to increase spend per consumer and attract customers from other DIY stores at a time when the market had matured. Launch of B&Q Warehouse stores offering bet ...

The objective of this campaign was to motivate the community to turn off their automated reticulation systems in order to save water and assist dam level recovery during a time of drought. It managed ...

2001 campaign by Target Marketing & Communications for Irving Home Furnaces, a low interest, inertia buying and mature category. Client wanted 30% year-on-year increase in sales during October-Decembe ...

This case study describes how BT Northern Ireland overcame several problems in its efforts to break into the internet service provider sector. Against a background of a sluggish market BT had to conte ...

The Ernest Hemingway Collection by Thomasville was inspired by the expansive life and times of this remarkable author. This Collection has captured the imaginations of home furnishing enthusiast achie ...

Crown paint was almost level with Dulux in share in the early 1980s, but by the start of the 1990s this was down to half, and by mid 1990s a third. During this time, own-label had grown to 40% of the ...

Launch (1996) of Henkel's product No More Nails, and instant grab, gap-filling adhesive. TV test in 3 areas in 1997 brought instant success, national roll-out in 1998 and 1999 to fully national. Insta ...

The advertising history of Solvite adhesive since 1978. Describes how consistent modest spend of £12 m per year on a consistent TV campaign theme generated a cumulative price premium (which alone cove ...

Gib had always been a trade focused brand, however research showed that 45% of decisions relating to materials were made by the homeowner, not the trade. The campaign exceeded all marketing and adver ...