Challenger Brands

Insights on challenger brands

Challenger Brands


John Lowery, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Lidl, the supermarket chain, experimented with reducing the size of print materialsin Scotland and diverting budget into above-the-line advertising, whilst stressing the quality of its products.


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.


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.


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.


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, 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.


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.


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