Warc index
 

When traditional online tracking measures suggested that online display advertising was not cost efficient or effective, ancestry.co.uk an online genealogy site, faced a communications problem as the

A campaign (2006-7) in which Visa integrated advertising for their fraud protection features into the video game CSI 3: Dimensions of Murder. At the time the game launched, identity theft was a signif

Nintendo DS faced a sales plateau if it didn’t broaden its loyal, but saturated base of hardcore gamers. It was clearly time to tap into a new but unlikely target - young women. However, their views o ...

"Halo 3 Believe" set out to have the biggest opening sales in the entertainment industry by deploying a cross-platform approach to story-telling. This phased campaign by McCann Erickson cent ...

As a retailer facing up to the economic downturn, the temptation for PC World was to continue focusing on its competitive prices and products, and also to champion promotions and attempt to drive volu

Halo 3 is the third game in the exclusive Xbox franchise. The primary objective was to sell 1.5 million copies after its launch in 2007. The secondary objective was to make it the biggest entertainm ...

Although IBM created the IT outsourcing market, competition had been building up enough to warrant action in 2007/8 to maintain their lead in Belgium, Luxembourg and the Netherlands. Their target mar ...

In 2005, PC marketing constituted a dry, rational communications landscape. At that time, HP was also struggling following its merger with Compaq, and there was speculation it might even exit the busi ...

The advent of Web 2.0 had profound implications for Cisco. The company's success in the late-1990s had made it synonymous with internet hardware, but the brand was not perceived as playing a similar r ...

The video game industry had long been perceived as only appealing to its most ardent users, while (inadvertently) shutting casual users and non-gamers out. The Nintendo Wii aimed to revolutionise this ...

Computer-based design specialist Adobe was launching a new software package, Creative Suite 3. While an improvement on the previous version, it was more expensive, and was being released practically o ...

Over time, the PC has become a commodity to be sold on 'speeds and feeds'. HP was locked in a price war with Dell that it could never win: as such, it needed to try and shake up the status quo of the ...

IKEA and Intel collaborated to mutual benefit: IKEA wanted to make consumers aware of how digital technology could improve home environments and Intel wanted to embrace the “cocooning” trend of stayin

FIFA Football was launched in 1994, at which point EA Sports identified that 'talent' would be the key communications driver. While each game has improved technologically, making players like Wayne Ro ...

This paper details the 2006 campaign for BT Broadband in Northern Ireland (BTNI). The objective was to substantially increase the number of connected homes, in a crowded market where competitors were ...

This Silver Award-winning paper details the campaign for Brother multi-function home office equipment. Brother was a weak brand in the home consumer market, against much stronger competition, but spot ...

Gears of War - an action-shooter computer game based upon the anti-hero figure of Marcus Fenix - was launched globally in November 2006 on Microsoft's Xbox 360. One of the main objectives of the launc ...

The race to get high-speed internet subscribers was heating up, the category was full of mud-slinging messages, and Comcast’s product was nearly three times the cost of the competition’s. This is the ...

Dutch airline KLM wanted to grow its online business, while also reinforcing its image as a friendly and sympathetic global airline. To increase the scale of its online reach, it aimed to use a viral ...

Yahoo!, one of the early stars of the Internet, was launched in 1993 as Jerry's Guide to the World Wide Web, offering early users of the Web a way to navigate the quickly expanding Internet ...

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 ...

A year after introducing its digital video recorder (DVR), which was able to record and store television programs on a hard drive, TiVo Inc. hired Goodby, Silverstein & Partners, an advertising ...

When Electronic Arts (EA) held the position as the world's largest independent video game publisher in 2003, a bilateral effort was made by Take-Two Interactive Software and Sega of America to ...

In the late 1990s broadband Internet service was becoming a much sought-after commodity in suburban areas. To expand its phone and Internet service to California, SBC Communications Inc. purchased Cal ...

In 1999, 19-year-old Shawn Fanning achieved celebrity status as the file-sharing industry's founder when he created www.Napster.com, a website that facilitated the sharing of music across the I ...

Microsoft Corporation, the world's largest software company, signaled a new direction for its massive branding campaign "Where Do You Want to Go Today?" in the fall of 1998, ...

Lycos, Inc. was founded in June 1995 and quickly grew into a vast Internet hub with services that included a search engine, comprehensive directories, personal home pages, E-mail, communities, and sho ...

For many years Logitech International S.A. was well known among personal computer manufacturers, which bundled the company's computer mice with their machines, but to the general public Logitec ...

International Business Machines (IBM) Corporation was undeniably a powerful and influential presence during the early days of the computer boom. In the 1970s and early 1980s IBM dominated the com ...

The world's largest computer company, International Business Machines Corporation (IBM), was one of the first large computer companies to sell its mainframe servers with an operating syste ...