Warc index
 

A 2008 campaign for Audi in America. Objectives: get Audi talked about as a luxury car, popularise the brand, improve awareness and image, close the consideration gap with Tier 1 competition, increase

The classic line, "A diamond is forever", was losing its impact through familiarity. In the face of a worsening economic climate leading to less expensive gifts being purchased, a new medium ...

Christmas 2008 was like no other for luxury marketers and there seemed no good way to broach the subject of buying a diamond in a recession. Instead communications would be to protect romance and fant ...

Younger consumers saw Rolex as an older status symbol and not a contemporary icon of achievement. Rolex needed to build its relevance amongst a new generation of affluent consumers. This was approache ...

Almost every bank will have an account with a name that signifies higher rank and prestige and is targeted at people who are richer than the average mass. HSBC Premier was a typical choice. HSBC wante ...

While Indian brides have traditionally been defined in terms of being self-sacrificing and dutiful, the seismic changes that have taken place in the country in recent years have rendered this image la

Barclays owned five wealth management businesses in a category with little brand differentiation. Merging these into one unit, Barclays Wealth, made promoting it easier as a single defensible brand. ...

A campaign (2006-7) for the Diamond Trading Company (DTC). Business objective: incremental diamond jewellery sales increase in the US, $1bn by end 2007. Communication objective: refresh romantic appea

By 2005 Lexus was firmly established as a brand that consumers could count on for quality and reliability. But despite strong sales growth and a mandate to become the leading luxury brand in Canada, L

After having successfully reaffirmed Desjardins' distinctive nature as a cooperative through the 'This is not a bank' integrated campaign, a new challenge was faced in 2006: turning different into bet

The article discusses a campaign by Orange Babies which aimed at collecting 25,000 Euro during the Millionaire's Fair and increase awareness of the Foundation. The campaign was targeted at visitors to

Launched in New Zealand in Christmas 2005, Oxfam 'Unwrapped' is an international gift promotion that lets purchasers give twice, once to a friend or loved one, and secondly to those who need it most i ...

Lexus is a leading luxury car brand, and set its sponsorship objectives as to 'support Lexus distributors and their new dealer base across Europe' and 'target Lexus prospects and customers'. While gol ...

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. In order to develop a set of clear and distinctive brand attributes, not historically associated with the ...

In 2005, insurance broker, Charles Schwab, launched a national advertising campaign 'Talk to Chuck' (TTC) to promote new business growth. However, although positive feedback was evident, Schwab were

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

Lexus was only the fifth strongest player in the Canadian luxury car market (behind BMW, Mercedes, Volvo, and Acura), and while its flagship Lexus LS was perceived to be a high-quality car, it was als ...

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline ...

In the espresso coffee market in Italy, Pellin Caffè competes in the 'premium price' and 'premium quality' product sectors against highly renowned brands with higher market shares and communication ex ...

The pioneering online travel-booking company known as Travelocity had enjoyed a leadership position since its launch in 1996, but it eventually lost significant market share to Expedia.com, its most a ...

In 1989 Toyota Motor Sales, U.S.A., Inc., boldly placed itself in direct competition with such automakers as Bayerische Motoren Werke AG (BMW) and Mercedes Benz when it launched Lexus, a new divisio ...

In the early 1990s media watchers predicted the death of the weekly news magazines, yet Time magazine seemed as strong or stronger than ever in 1997. To succeed in changing times, the magazine ad ...

In a bold move designed to attract an upscale clientele and garner widespread media attention, the Target Corporation purchased all of the advertising space in the August 22, 2005, issue of the New Yo ...

With more than 860 stores and sales of $20.4 billion, Minneapolis, Minnesota-based Target in 1998 pursued a broad-based advertising and marketing effort designed to further an upscale image and brin ...

It was in 1995 that Sprint Corporation launched its national "Sprint Sense," an advertising and marketing campaign to sell long-distance phone service. The idea behind "Sprint Sen ...

Japanese electronics company Sharp Corp. had experienced limited success in television manufacturing and was a lackluster brand in the United States until a change in leadership in the late 1990s resu ...

Well known for its pricey sports cars, German automaker Porsche AG and its American subsidiary, Porsche Cars North America Inc., began to change directions following a sales slump in the early 1990s. ...

Nissan launched the biggest marketing effort in its history, the "Enjoy the Ride" campaign, in August 1996. The $200 million budget was four times the previous budget and placed Nissan b ...

In the 1970s and 1980s the luxury component of the U.S. auto market stayed relatively immune from the threats of Japanese competition, which was able to zero in on the budget and mid-priced segments ...

In 2004, brokerage firm Morgan Stanley and advertising agency Leo Burnett released the “At Your Side” campaign. Unlike competitors, Morgan Stanley targeted retail customers, particularly baby-boom par ...