Warc index
 

Having successfully tendered for the Spring Breaks campaign for the Northern Ireland Tourist Board, FireIMC took on the challenging brief of changing consumer perceptions of Northern Ireland as a shor ...

This researched-centred study describes the development of a North of England based bakery. The paper reports on the quantifiable results of a tracking study and mailing research. The results of a p ...

This campaign was mounted in the aftermath of 9/11 when tourism to Ireland fell, especially from the US. It was aimed at upscale travellers from Great Britain, Germany and France. The creative strateg ...

The agency state that the Mini tradition is alive and the product has been repositioned as the premium car in the compact segment. The communications objectives were to increase awareness with the cre ...

This case showed how significant results could be achieved with a small advertising budget, an innovative approach and a forward-thinking client. Olympian is an independent furniture retailer based in ...

At a time when the dotcom bubble was bursting, s1jobs.com launched into a fiercely competitive marketplace. The campaign used a local communication strategy, with a 'local content' proposition and a v ...

Consumption of blended Scotch whisky in the UK is in long-term decline, with distribution dominated by multiple grocers who view Scotch as a key weapon in their price wars. Over-production in the past ...

In January 2001 Gala Group Limited acquired the estate of Ladbroke casinos. Gala's aim was to open up and reinvigorate the casino industry. Whom should they target and what did they need to think and ...

This silver-winning case describes how an integrated multi channel communications campaign was used to launch the face-lifted Passat in 2001, leading to a 21% increase in volume share and a 30% increa ...

This silver-wining paper examines the long-term success of The Economist's advertising. Unlike most media brands, The Economist decided, in 1988, to invest in brand advertising rather than in a tactic ...

Campaign to promote fish and the fishing industry, for `Seafish' (The Sea Fish Industry Authority), 2000. Aim: to promote fish as healthy, in an enjoyable way. Aimed especially at C1C2 mothers. TV, li ...

Campaign (2001-2) to reposition Imperial Leather soap in a full brand relaunch, based on recently-launched new variant Foamburst Gel. Target younger consumers with more emotional slant (feelgood-lathe ...

This silver-winning paper is not about the world of big brand advertising. It documents how a campaign of 10-second price promotion ads, with minimal media support, generated over £300m incremental re ...

As a Complete Dry Dog Food (CDDF) specialist, Edward Bakers Petfoods’ (EBP) strategy was to facilitate sector growth, stealing share from canned dog foods. Its long-term mission was to be the number o ...

This paper, which won a silver award, examines advertising’s role in the overall marketing mix and in particular in relation to how price promotions changed the course of Ocean Spray’s fortunes. With ...

1999-2001 campaign to relaunch BUPA. Private medical care suffered from low consideration (reasons discussed). Need to grow perceptions of BUPA beyond an elitist PMI service and to make its broader of ...

Campaign 1998-2002 to transform and update image of Debenhams. Solution identified brand strengths and `re-engineered' them to fit new trends. New positioning: build on the accessibility of Debenhams ...

This is a study of Standard Life's 'Baby James' campaign which, the author claims, turned the company into a powerful and appealing consumer brand. The advertising objectives were defined as making th ...

This study describes how the Baxter brand was suffering from a conservative image and increased competition from convenience and snack products. It describes how, with input from several research stud ...

Revitalising campaign for Fiat Punto, presenting it as good for male as well as female drivers. Media used: TV with two commercials, directed at men and women respectively (print campaign was cancelle ...

Describes a two-year campaign for Glenmorangie Ten-Year-Old and Wood Finish malt whiskies (adapted from the 1998 Scottish IPA Grand Prix winner). Aim was to grow premium malt brands in context of a re ...

Lets.BuyIt.com's business model is 'aggregate buying' - consumers band together to buy products en masse. This depends on

Launch of a new financial services brand, Lincoln Financial Group, with a limited budget through a test campaign in Scotland in spring 1998. Background and rationale described. TV and press (Scottish ...

1999 campaign to reposition and revitalise BUPA. BUPA is the definitive private medical insurance (PMI) brand, but PMI by 1998 was stagnating, and BUPA was losing awareness as well as attracting some ...

In 1997, confectionary brand, Terry’s Chocolate Orange, was struggling. Consumers thought of it as a gift item and the company needed to extend the brand. A range of new products were introduced inclu ...

Archers, an alcoholic drink brand, was launched during the 1980s yuppie cocktail boom, but hit a natural growth ceiling with the early 1990s recession. Then changes in youth culture post 1992 (`sessio ...

Describes how the Co-op Food Retail Stores re-positioned during 1997-2000, and were transformed from a business in decline to one with a healthy-looking future. Objective of the TV `Celebrity Relative ...