Challenger Brands

Insights on challenger brands

Challenger Brands


Dan Bye, Justin Graham and Ben Cooper, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Optus, the mobile network, created shark detecting technology to demonstrate its network coverage.


Aidan Power, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how KCB Bank Ireland launched Change Your Bank Day, an opportunity to realise its strategic ambition of becoming a top bank in Ireland by providing a day dedicated to making changing bank easy, translating this into media buzz and new customers.


Isabela Albero, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Brazilian fashion brand Marisa created a wi-fi-enabled jacket to advertise their autumn-winter collection and regain lost sales and market share.


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.


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, Silver and Category Innovation Award, 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, Gold, 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, 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.

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