Challenger Brands

Insights on challenger brands

Challenger Brands


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in Australia, which broke from category norms by adopting a playful tone and positioning competitors' experience as outdated.


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.


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.


Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2014

This case study describes how Virgin Mobile, the mobile phone network, increased its share of the Australian post-paid market by generating earned media coverage following its recruitment of Doug Pitt, actor Brad Pitt's younger brother, as a brand ambassador.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a humorous campaign for Le Trèfle, a French toilet paper brand that was struggling in a competitive market.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how the Missing Children's Society of Canada (MCSC), a not-for-profit organisation that organises the search and rescue of missing children, developed an alert system that improved rescue rates and encouraged donations.


Effie Worldwide, Silver, North America Effies 2014

This case study describes how AMP Energy, an energy drink brand owned by PepsiCo, used a mobile racing game and a partnership with the retailer 7-Eleven, targeting male millennials to increase sales in the US.


Effie Worldwide, Gold, North America Effies 2014

This case study describes how Madden NFL, a video game, increased sales in the US by winning back 'retired' players with a series of humourous celebrity-featuring TV ads that reminded them of the competitive rivalry they had enjoyed through the game.

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