Challenger Brands

Insights on challenger brands

Challenger Brands


Alastair Bowers, Niccolo Rigo and Joe Corcoran, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Ballantine's, a Scotch whisky brand owned by Pernod Ricard, created a digital t-shirt to help connect with a younger market and communicate its brand values.


Ant Harris, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how youth homeless charity Depaul UK reappraised its entire fundraising strategy by founding the Depaul Box Company, a business that sells cardboard boxes to home movers.


Laura Davey, Chris Caley and Jacqui Purcell, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Virgin Mobile Australia created a mobile gaming battleground in which consumers competed for prizes, to increase footfall into Virgin stores and seize the advantage from competitors.


Jay Chiat Strategic Excellence Awards, Grand Prix and Best Use of Data/Measurement, 2014

This case study explains how British Airways (BA), the airline, used emotional storytelling to encourage more North Americans to fly with BA when visiting relatives in India.


Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study explains how Expedia, the online travel brand, used a single creative idea to tackle two different business problems in the UK and France.


Jay Chiat Strategic Excellence Awards, Honorable Mention, 2014

This case study explains how Mizuno, a sportswear and equipment brand, took a new approach to the running category in the US to increase brand familiarity.


MMA Smarties, Gold, MMA Smarties, 2014

This case study describes how Virgin Mobile Australia created "a mobile battleground" to engage its target consumers and drive instore footfall.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Kia Motors Australia built deeper engagement with target consumers and improved perceptions around Kia's quality and innovation credentials through maximising the impact of its Australian Open Tennis sponsorship.


MMA Smarties, Gold, MMA Smarties, 2014

This case study describes how Red Roof Inn, the economy hotel chain, used mobile search technology to match stranded US air travellers with nearby available accommodation, outsmarting its bigger-budget rivals.

WARC RECOMMENDS


WARC BRIEFING

Challenger Brands

The theory and practice of shaking up the status quo


ARTICLE FOCUS

How market leaders can become challenger

How to apply challenger thinking in large firms


ARTICLE FOCUS

Eating the big fish

Adam Morgan's classic work on challenger brands


CASE STUDY

Koodo Mobile: Koodo El Tabador

How a small mobile company shook up a big market