Warc index
 

The objective of most advertising campaigns is to adjust demand so that it matches supply. But in this case, the situation was reversed – there was a clear demand for broadband internet access in the ...

This case study describes how a Northern Ireland telecommunications company broke an internet price barrier across the whole of Ireland. The authors explain that whilst most of Europe enjoys flat rate ...

Nokia Game is an annual event whose primary goal is to connect people to the brand and to each other.. The main commercial objectives are described as improving brand image and loyalty whilst improvin ...

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 ...

6-month campaign in 2001 to revitalise toronto.com, a website owned by The Toronto Star and Bell Globemedia. Need to build traffic and revenue and counter competitive threat, especially from myTO.com, ...

This paper describes the marketing of a rare single cask Ardbeg single malt whiskey purely on-line with no other form of distribution. The objective was to stimulate website activity and increase memb ...

The objectives of this dot.com homebuyers website was to quickly build awareness, drive traffic to the site and build a brand which would attract estate agents in developing a partnership. A need to c ...

Drugstore.com was battling world-class brands and VC-backed upstarts for leadership in the online drugstore category. Barely up and running, we held no real competitive advantages, were expected to b ...

1999 launch campaign for Moneyextra (Exchange Holdings PLC), a new financial products internet site. Objectives: short-term revenue from advertisers, medium-term referral revenue, long-term revenue fr ...

easyJet is a budget airline that offers flights to European destinations at a fraction of competitors' ticket prices. Selling over the phone costs £3.50 in handling for every ticket sale, and this co ...

Confetti.co.uk, winner of the John Bartle Award for best new agency, was launched in February 1999 as an interactive wedding website. Advertising built the brand from scratch to market leader in 6 mon ...

Scoot.com is a directory, analogous to (and competing with) Yellow Pages but electronic, launched 1997. Key features are: works by internet or phone, national coverage, finds solution nearest to you, ...

Campaign, 1996-2000, to revitalise the Sony brand in AV/IT products and reposition it in anticipation of IT expansion. Sony by 1995 had lost prominence and image to main rival Panasonic. Case shows ho ...

Drugstore.com was launched on the web in 1999 into a marketplace saturated by newly developed dot.com brands. In order to survive, drugstore.com needed a compelling message to break out of the clutt ...

In 1998 Wired Magazine was sold and HotBot was spun off to make its own way in the market and began to search for an identity. The challenge was how to position HotBot so as to effectively and signi ...