Challenger Brands

Insights on challenger brands

Challenger Brands


Iain White and Rujeeporn Navakul, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Oriental Princess, a Thai cosmetics brand, took a unique approach in a highly competitive and highly censored environment by communicating its limited edition Reflection range via a murder mystery.


Case Study

!DEA: Honey Bunny
Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Idea Cellular (commonly referred to as !DEA), the Indian telecoms company, launched a ringtone to explain that it is a national network, not just a regional provider.


Andreas Krasser, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Anmum, an infant formula milk brand, launched with a new approach to the category in Hong Kong by highlighting tangible short-term benefits of its product.


Hans Lopez-Vito, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how private online news provider NetEase pushed China's strict state controls by challenging people not to follow the news blindly.


Hristos Varouhas, The Communications Council, Silver, Australian Effie Awards, 2014

This case study describes a launch campaign by nabtrade, a financial trading challenger brand in Australia, which broke from category norms by adopting a playful tone and positioning competitors' experience as outdated.


J.Scott, The Communications Council, Bronze, Australian Effie Awards, 2014

This case study explains how 20th Century Fox promoted its movie 'The Book Thief' in Australia with a targeted approach, breaking away from the more common mass marketing in this category.


Lucy Cochran and James Sheard, The Communications Council, Bronze, Australian Effie Awards, 2014

This case study explains how iSelect, an insurance comparison platform in Australia, broke into the private health insurance (PHI) market by positioning itself as an expert and ally for people seeking insurance.


Hristos Varouhas and Nitsa Lotus, The Communications Council, Gold, Australian Effie Awards, 2014

This case study describes how RaboDirect, the bank, used a provocative advertising campaign in Australia to achieve growth well out-pacing that of competitors.


Warc Exclusive, July 2014

This article provides marketers with information and guidance on building brands.

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