Warc index
 

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 ...

In 2004/2005 IHC faced some extraordinary challenges within the charity marketplace. More fashionable charities, like Breast Cancer, were taking the limelight in a way never seen before. The Boxing Da ...

In 2000, Cuisine was the market leader with a high subscription base and no serious competition to speak of. By 2005, the category had exploded to 21 food and wine magazines sold in supermarkets alone ...

Campbell's Soup at Hand offers busy/working women a warm, delicious and convenient lunch or snack in just minutes. This is particularly important, as there is an overwhelming set of convenient food ch ...

The 'Fuel For Thought' campaign effectively communicated the 'value' of buying a Toyota to a broad range of automotive buyers helping the Chicago Region Toyota Dealer Association exceed the sales, mar ...

To launch the new 'The UPS Store' brand consumers needed 'to break a bad habit': packing and shipping with the U.S. Post Office. The campaign helped switch U.S. Post Office customer's to The UPS Store ...

In 2001, investment company M&G perceived a declining brand image and poor fund performance. Aiming to reverse both, M&G launched an untraditional campaign focusing on an informative, honest and trust ...

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 shows how advertising created a phenomenon in the dull world of directory enquiries, propelling an unknown brand to market leader within a matter of months. It was a brave decision to adver ...

Julius Bär is one of the top five Swiss private banks. Its core competence is investment advice to wealthy private clients and institutional investors. At the end of 2002, the private banking market w ...

In 2002, Nissan is close to completing its 'revival plan', designed after the company suffered a serious downturn in the late 90's. The new Micra launch in 2003 was vital for Nissan in Europe. It had ...

Desjardins is a dominant financial institution in Québec, but with vitally different values from banks - it is owned by its members, who share in the profits. In 2003, it decided to get back to its ro ...

By 2003, 63% of New Zealand’s population had at least one credit card. Visa’s market domination, with 69% penetration, was under threat as MasterCard and Amex invested heavily and eroded Visa’s share ...

As an internet and phone bank, BankDirect launched in 1997 as an innovator but by 2003 all banks offered these services plus traditional branch banking. This paper describes how BankDirect responded ...

Launching a new SUV (Sports Utility Vehicle) is difficult enough, even more so when you are the eighth European entrant to the category, the fourteenth brand overall, and up against entrenched competi ...

This paper describes the launch, in physical and advertising terms, of Cunard’s Queen Mary 2. It outlines the problems of entering an already saturated market, selling a product in advance of its exi ...

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 ...

In 2001, M&G Investment Company experienced poor fund performance, alongside a declining brand image. Attempting to reinvigorate both, M&G launched a new advertising campaign. Seeing the benefit in ta ...

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 ...

Canadian Blood Services (CBS) is the not-for-profit organization that took over from the Red Cross in Canada (excluding Quebec) after the tainted blood scandal. It collects 800,000+ units of blood ann ...

This paper describes the challenges facing a new bank launch in New Zealand in 2002, including switching inertia in the banking market, potentially damaging public perceptions of the bank and budget l ...

Despite holding a 95% market share in this mature market, the GIB Living Solutions® strategy has increased sales by $35 million in the 12 month period to 31 March 2003. In the same period, gross margi ...

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 ...

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 the end of 2001 the British Tourism industry was suffering as a result of the aftermath of both the Foot & Mouth crisis and September 11th. Edinburgh and Lothians Tourist Board (ELTB)asked us to he ...

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 ...

This case describes how Perpetual Investments, a large, traditional financial services company that sells its products via intermediary financial advisors, utilised brand-building advertising to gener ...

This study describes a campaign that changed the perception of the product from being a comfortable, reclining chair to a stylish furniture line whose main target audience was higher earning 25 to 44 ...

An advertisement on its own is never going to get people to buy a car or change banks, argues this paper. What really influences big decisions is personal recommendation and the views of family and fr ...

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 ...