Germany

German marketing, consumers & brands

Germany


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Procter & Gamble developed an interactive smartphone app to promote effective brushing behaviour and technique among users of its Oral-B electric toothbrush.


European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Audi, the car manufacturer, promoted its Audi A3 Sportback car model by targeting young males (25-39 years) through different messages in different channels to increase sales in France, Italy and Germany.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Philips, an electronic shavers brand, used a combination of video stories to launch a new product and increase relevance amongst men aged 15-25 years in France, the Netherlands and Germany.


European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Unilever launched Axe Apollo as an aspirational male grooming product that targeted males (18-20 years) in Germany, Austria and Switzerland who were seeking dating confidence.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study explains how BMW, the auto-manufacturer, engaged influencers when leaked details of its new GS motorbike model caused controversy around the world.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Kia, a car manufacturer, promoted its Caren model by targeting a 'progressive modern mainstream mindset' in family car purchase in the UK.


Warc News, 16 September 2014
COLOGNE: Brands are not in the publishing business and those who believe that 'content is king' are missing the point, a leading industry executive has argued. "Content is an enabler to what is king," said Tom Buday, global head of marketing at Nestlé, in an address at the recent Dmexco conference in Cologne. For him that was selling brands and products that enhanced the quality of consumers' lives.

Warc News, 10 September 2014
COLOGNE: Nearly 5% of all internet users now employ adblocking software, according to a new report which suggests it has become mainstream following a surge in installations over the past 12 months. Adblocking Goes Mainstream, a joint study from PageFair, a provider of adblock solutions to publishers, and Adobe, said the number of people who utilised this software had risen 69% in the year to June to hit a total of 144m active users.

Warc News, 26 August 2014
PARIS/BERLIN: Leading German car marques have become victims of their own success, as the likes of BMW, Audi and Mercedes-Benz have been drawn into a sales war that could undermine their brand image and create opportunities for new challengers."The G.

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