Warc index
 

This paper demonstrates how sound strategic insight and fascinating use of semiotics led to an advertising campaign which successfully reduced the response rate from the previous campaign. Yes, you di ...

Global campaign for Johnnie Walker whisky, developing the successful `Keep Walking' concept which associated the brand with progress towards aspirations. Extensive research in several countries (descr ...

The Toyota Matrix had to hit aggressive sales targets, and also contemporize Toyota’s image. The first question was the brand name. Unconventional thinking drove creative and media. Instead of the mas ...

MINI needed to be very carefully positioned in Canada. It faced a wide range of competitors, including Honda Civic, VW Golf, Toyota Celica, Subaru Impreza, Chrysler PT Cruiser, VW Beetle, and Acura RS ...

Just Juice hit the ground running in 1981, forging its way to a 40% share within 3 years and tripling the size of the NZ juice market en route. The market in ‘99 was a different proposition however. J ...

The LTSA road safety campaign was introduced in 1995 to proactively deal with the issues of drink driving, excessive speeding and not wearing safety belts. It aimed to change people’s behaviour by act ...

In 2001, reeling from the drastic effects of foot-and-mouth and 9/11 on Scottish tourism, the newly created VisitScotland (ex Scottish Tourist Board) embarked on an extensive brand-building and segmen ...

This case study describes how First Citizens Bank was neither a small, high service nor high finance bank and it was seen as serving no useful function. The objectives were to shift perceptions and r ...

Campaign to promote fish and the fishing industry, for `Seafish' (The Sea Fish Industry Authority), 2000. Aim: to promote fish as healthy, in an enjoyable way. Aimed especially at C1C2 mothers. TV, li ...

In 2001 Tesco had 21% of the grocery retail market, a 5% lead on Sainsbury’s. A key contributing factor was that as the market had focused on value, Sainsbury’s had been left behind both in perception ...

Launch campaign, 2001-2, in Australia for Fruitopia, a new Coca Cola brand. Market highly fragmented with no dominant brand or image, focus on product attributes but no consumer benefits. Fruitopia ' ...

The objective of this campaign was to launch and position Berlei One as the most comfortable bra in the world and use Berlei One as the flagship to contemporise the Berlei brand as whole. Following th ...

This case relates how the “Give a Damn” campaign not only saved Golden Circle glass jam from the immediate threat of deletion, but secured massive sales and market share growth. Within two years, the ...

The background to this study explains that in 1964 more than 80% of adults read a newspaper but now this had reduced to 55%. The campaign objective was to re-engage core readers who were defined as e ...

This study centres on a target market which is described 'as insurance for Harley-Davidson accounts rather than Hell's Angels'. The main message was to communicate that Progressive was the specialis ...

Revitalising and repositioning campaign (2001-2) for Five Alive, a fruit juice blend launched in Canada in the early 1980s. Market increasingly competitive, brand lacked identity. New TV campaign, sup ...

This case study describes the objectives of the campaign as 'to inspire people with a vision of what it means to be connected' and to successfully communicate with the 'virtually young'. The results ...

The objective was to appeal to 35 - 45 age group, generate new investment funds and improve point of sale presence. The campaign was the most successful in the history of Bonus Bonds and enabled the ...

The campaign objective was to raise the perceived quality of Pam's brands across 660 lines. This was achieved by associating the product with Jamie Oliver. It resulted in a 20% growth in sales and ...

This is a study of a fully integrated campaign to launch Scholl Flight Socks to combat the risk of developing deep vein thrombosis among long haul passengers. The objectives were to create, launch and ...

Datek Online began its campaign in Q4 1999 facing stiff competition. Others in the category had already established their brands with unprecedented budgets. In order to build a brand, Datek would ha ...

Bluewater, at Greenhithe in Kent, is Europe's largest shopping centre. Launched by Land Lease, an Australian company, with a sales target of £661 million in 3 years; target was revised 6 months before ...

1998 TV campaign to renovate Cussons' 1001 Mousse carpet cleaner. Brand was under pressure from consumer and retailer apathy and aggressive competitor (Vanish). Brand had no superior performance claim ...

1999 `Just Talk' campaign for Orange mobile phones. Specific objective to raise Orange's share of the pre-pay phone market from 11.2% to 19.5% (over 70%) in last quarter of 1999. Used TV, press, radio ...

Small budget campaign in Norway for an established brand of chewable pastilles in a mature market. Objective: reposition as a sweet (unlike main competition). Campaign aimed at heavy users of brand af ...

1994-1998 Norwegian campaign for Yellow Pages (Telenor Media). Objective was to improve awareness, knowledge and perceptions of Yellow Pages among advertisers, users and employees. Advertisers had to ...

In the late 1990s Kellogg’s recognised that the snack market was one with huge potential. Consumers have less time to sit down to breakfast and its research revealed that 70% of consumers snacked regu ...

Campaign to launch and position Xenical, a new prescription weight loss product by Roche Australia. Objective: to change the perception of medically supervised weight loss and prescription weight loss ...

Campaign in 2000 for Subaru in Australia. Subaru is the only car maker exclusively manufacturing all-wheel-drive (AWD) cars. Objective: to use Subaru's positive brand perception to increase its brand ...

1998-2000 campaign for Hahn Premium Light Beer. Objective: to make brand the market leader by October 2002 (especially in NSW, the market with the highest potential) and to grow the light beer market. ...