Tom White, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014
This case study describes a campaign by Lays, the snack brand owned by PepsiCo, which was tested in the UK before rolling out across local markets, inviting people to participate by submitting new flavour ideas.
Amanda Jones and Brenda Imeson, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014
This case study demonstrates how Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping there.
Helen StQuintin and Neil Godber, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014
This case study explains how Blue Dragon, an oriental food brand, moved from an 'authentic' brand positioning to 'convenience' to increase frequency amongst light users in the UK.
Joseph Clift, Event Reports, IAB Engage, October 2014
This event report explains how John Lewis, the UK department store chain, approaches innovation and digital across marketing and shopper experience.
Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014
This event report explores Nissan's emotionally-driven approach to marketing, which aims to foster a clear sense of excitement around the brand.
Jay Chiat Strategic Excellence Awards, Bronze, 2014
This case study explains how Hindustan Unilever, the consumer products company, reached media-dark consumers in rural India by creating a new media channel through basic feature phones.
Jay Chiat Strategic Excellence Awards, Silver, 2014
This case study explains how Ikea, the furniture store, educated people in Winnipeg, Canada about its format whilst promoting a new store opening.
MMA Smarties, Gold, MMA Smarties, 2014
This case study describes how Sony Electronics used mobile media to target affluent US consumer electronics shoppers by building awareness and desire for its new 4K Ultra High Definition TV via Amazon.
MMA Smarties, Silver, MMA Smarties, 2014
This case study describes how US drugstore chain Walgreens boosted share of voice and enrolment in its new Balance Rewards consumer loyalty programme by connecting with individuals via their fitness devices and applications.