Subject Index
 

This Agency Profile provides key details and analysis of Clemenger Communications, including its latest activities, market position, financial performance, Brands, structure and history, together with ...

The Alcohol Advisory Council of New Zealand (ALAC) wanted to tackle the country's binge-drinking culture, a challenge when the notion of getting drunk was seen as simply letting off steam while being ...

The World Press Photo Exhibition is one of the world's most prestigious exhibitions of international current affairs photography. Hosted in Wellington the fifth time in 2006, it provided a stark accou ...

The Road Safety advertising campaign in New Zealand proved highly effective in raising public awareness and improving driver behaviour, saving some 300 lives since its inception in 1995. Yet, in 2003, ...

This 2006 campaign by Amalgamated Holdings aimed to promote the ski centre of Thredbo during the worst-ever snow season. The objective was to persuade skiers (and particularly those of an adventurous ...

By celebrating Canadian Club's difference from its competitors, advertising enabled this spirit to enjoy unprecedented success in the Australian dark spirits market. Canadian Club's advertising was so ...

This case study is about advertising 'revving up' a traditional juice brand and turning it into a premium juice leader. With two campaigns, the advertising enabled V8 to firstly grow and then defend i ...

Hahn Premium Light (HPL) was launched in 1998 and took only 22 months to achieve segment leadership. By 2003, however, three new light beer brands (Cascade Premium Light, Sterling and Boags Premium Li ...

Hahn Premium Light's latest advertising has been at the forefront of a resurgence in the creativity of Australian beer advertising. This paper shows how planning aided the creative process through a ...

During the 1980s, with the cheese market in New Zealand focused on quantity, Mainland hoped to reposition itself based on emotional bonds and quality of cheese. With clear goals in mind, the “good thi ...

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 ...

The marketing challenge is described as taking this successful brand and make it great and maintaining its number one position over the next decade. The study claims a highly successful sales perfor ...

1999-2001 campaign for Sancella Pty Ltd's TENA incontinence products. Objective: to de-stigmatise female incontinence and encourage women to use the products without embarrassment. Included launch of ...

Short campaign in Dec 1999 to Feb 2000 for RACV home and motor insurance products, to halt share loss and stimulate calls to the RACV call centre. Sales target: an increased 14% by end February. Decem ...

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. ...

Dairy foods had been pilloried over previous years by various adversarial influences. Whilst Australians retained goodwill, this had become latent. The strategy was designed to encourage those with p ...

The success of the Ricegrowers' Co-operative's Sunrise brands and the 'Sculptures' campaign is a powerful example of how a relatively low interest category can be brought to life.