Warc index
 

During the 1980s the popularity and performance of personal computers (PCs) experienced phenomenal growth. Chip maker Intel Corporation, based in Santa Clara, California, produced a major share of the ...

Intel Corporation, the world's largest manufacturer of computer chips, had used a consistent marketing strategy to make its brand universally recognizable. Since 1991 Intel had advertised ...

By 2004 Go Daddy Software had become a leader in the Internet domain-name registration industry, buying available domain names and then selling them to individuals and businesses for a yearly fee. In ...

In August 2000, in the midst of a collapse of the global personal-computer market, direct marketer Gateway, Inc., launched the "People Rule" branding campaign. Developed by New York adve ...

In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was u ...

In September 1995 Discovery Communications, Inc., made the move to the World Wide Web when it invested $10 million to launch Discovery Channel Online (Discovery.com). The new website featured news, no ...

An advertising campaign that used spectacular screen shots from Riven: The Sequel to Myst helped make the product the leading computer game in the United States within two months of its release. Riven ...

Between 2000-2002, identity-theft related complaints rose by 73% in the USA. This period represented a time of financial angst for Americans. Following their umbrella “Live Richly” campaign, Citibank, ...

In 2005 Budget Rent A Car System, Inc., a key unit, with Avis, of the Cendant Car Rental Group, made its first foray into advertising on blogs (website digests typically maintained by one person or a ...

In 2000 Bayerische Motoren Werke AG (BMW) posted total sales of $33 billion, a slight decrease from its 1999 earnings of $34 billion. Afraid of further backsliding, the Bavarian automaker decided to ...

In 1967 a safety mandate forced the antiquated, cheaply made British Mini Cooper to discontinue sales in the United States. In 1994, when Bayerische Motoren Werke AG (BMW) attained control of the Mi ...

The car maker Audi of America, Inc. (AoA), was the American arm of the German company Audi AG. The Michigan-based automaker's advertising changed drastically in fall 2004 when Stephen Berkov to ...

In the 1990s the telecommunications giant AT&T found itself competing against new rivals. Telecommunications companies had expanded their products and services beyond long-distance telephone ...

In the late 1990s technology analysts speculated that Apple Computer, Inc.'s fate hinged on its new personal computer the iMac. Apple's share of the worldwide desktop-computer market had ...

The decision of Apple Computer, Inc., to make its technology proprietary had constricted the computer manufacturer's product growth in the 1980s and allowed computer-hardware manufacturers such ...

By June 2002, after 18 months of new products that included the eMac, OS X operating system, G4 processor, iPod, and new flat-screen monitor, Apple Computer, Inc., still held only 5 percent of the U.S ...

Amazon.com, Inc., entered the retail marketplace as a pioneering online bookseller in 1995, and though it had been steadily diversifying its product offerings all along, by 2004 most consumers still t ...

Bulldog was founded in 2000 as a new sort of broadband company, offering higher speed broadband at lower cost than BT. It was acquired by Cable & Wireless in 2004, and significant marketing follow ...

Intel is a brand that consumers can't touch or, typically, see: it is integral to a computer's performance, but always comes as part of a package. The launch for the company's new Centrino Duo thus ai ...

Imagine trying to convince people to switch online brokerage service to an independent Canadian company. That is what TradeFreedom faced in 2006. Its niche in Direct Access Technology (DAT) was being ...

This paper describes how advertising boosted inbound telephone calls and subsequent sales of broadband for BT in Northern Ireland, and delivered a phenomenal return on investment, within a very compet ...

This case is unusual, in that it shows how, by using advertising and other marketing communications as lobbying tools, they can increase supply, as well as demand. Prior to the campaign, Scotland lagg ...

There was a geographical challenge inherent in promoting broadband to the scattered communities of the Highlands and Islands. In this complex case, success depended on the detailed project management ...

The confusion and clutter so often suffered in new technology markets are the villains of this piece, and the paper shows how the Broadband for Scotland campaign cut through both. A demand-generating ...

This campaign aimed to help Hewlett Packard sell digital technology to young artists by connecting with them and their ambitions emotionally and sympathetically. The solution was to set up a gallery, ...

This article discusses how the agency for Nintendo developed a way of branding the diversity of its magazine advertising. The trick was to suck gamers into the fantastical and playful detail of the Ni ...

The internet provided BT with a means of creating growth from its core telephony business. But the internet was stagnating due to slow connection speeds. Broadband was the answer, but the public didn' ...

This is a textbook regional and small-budget marketing case study covering a unique range of media and reporting a broad series of effects. In 2002, the East of England Development Agency decided to p ...

This internet dating service was a new product being offered by Yahoo. The launch was preceded by qualitative positioning research to determine how best to win over both hearts and minds. The resear ...

The article describes how Yahoo Search’s dominance of the internet search brands was being threatened by Google’s rapid growth. The campaign objectives were to improve awareness, perception/conside ...