Subject Index
 

This paper discusses the second stage (running from 2004-05) of Virgin's campaign to rekindle enthusiasm for train travel. Virgin acquired the Cross Country and West Coast networks in 1997, and the la ...

Despite being the market leader in the yoghurt industry, Danone hoped to encourage people to purchase its probiotic drinks. With its main competitor, Yakult, well established in this sector, people w ...

This 2000-2005 Home Office campaign encouraged people to behave in ways that would help to reduce vehicle crime. By presenting the criminal as someone to outwit rather than be afraid of, the campaign ...

In April 2004, consecutive sales declines and continual negative PR had led to a total loss of confidence in the M&S brand. Two years later City expectations were smashed by Q4 sales growth of 9.1% ag ...

This campaign for the Home Office encouraged women in abusive relationships to telephone the government's new helpline. Most abused women do not see themselves as victims of a crime. The advertising h ...

This Home Office campaign aimed to encourage people to take more care to protect themselves and their property from acquisitive crime. Half of recorded crime consists of opportunistic burglaries, car ...

The UK Government launched its new Crime Reduction Strategy in 1999. Within crime overall, vehicle crime represents the largest category of crime - accounting for 19% - and was therefore a particula t ...

Train travel isn’t an obviously communications-sensitive market, particulary in the UK where a spate of recent crashes has left the market depressed public perceptions diminished. Not even when the op ...

This case study supports an important truth about retail: good product doesn’t sell itself. Advertising has an important role in shaping perceptions. The story starts in late 2002 when, while the rest ...

Virgin’s launch into the mobile phone market is testament to two things: that even the most mature category can be disrupted by what we have come to describe as a challenger brand, and that positionin ...

The launch of competitive products had led to a drop in sales in the UK, Italy and Spain. The objectives were to maintain an image differentiation whilst widening the Freelander's appeal. The creative ...

Campaign in 1999 by Rainey Kelly Cambell Roalfe for Miller Genuine Draft. Brand launched in Scotland 1992 and rest of UK 1995, had failed to make impact there. Scottish Courage acquired the contract t ...

Campaign in 1998 by Rainey Kelly Cambell Roalfe for Miller Pilsner in Scotland (Scottish Courage). Low budget campaign on Scottish TV, supported by cinema and late night TV. Immediate rises in percept ...

Campaign in 1998 by RKCR for the Sunday Times. Objective: maintain leadership in a market of long-term decline and increasing competition. New approach: contrast with Mail on Sunday as `commentator on ...

1994-5 campaign for Lil-lets tampons, which repositioned the brand and reversed decline in brand share in the face of: declining market due to increased competition from towels, health scares associat ...