APG Creative Strategy Awards

Celebrating case studies that demonstrate great planning and strategy

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Case Study

Virgin Atlantic, an airline brand, increased sales globally by encouraging customers and staff to wear a wire while on board, which tracked consumers' reactions to the experience and allowed Virgin to transform its services based on the results.

Case Study

Visa, a financial services company, launched a Christmas film in the UK that connected emotionally with consumers by encouraging them to visit their local high street retailers.

Case Study

Lexus, an automotive brand, launched a car ad that used a script created by its AI function to maximise effectiveness of the launch of its new ES model in Australia.

Case Study

Visa, a financial services company, increased its share of voice during the football World Cup, as its official sponsor, by launching a campaign that saw Zlatan Ibrahimovic return to the tournament.

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Lucozade Sport, an energy drink brand, reversed sales decline in the UK by launching its Made to Move campaign which showed anyone can move through partnership with boxer Anthony Joshua, OOH and the introduction of Lucozade FitWater.

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Bose, the audio equipment manufacturer, challenged the challenger and redefined sound quality in the UK and Western Europe where audio adequacy had become the norm.

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Childline, a counselling service for children, partnered with charity Vodafone Foundation to launch Headboomz in Ireland as a means for children to navigate their daily niggles.

Case Study

Skittles, a brand of fruit-flavoured sweets, launched a campaign associated with London Pride to increase retail distribution and engage young people in the UK, which led to an ROMI of 142% within a year.

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The British Army, a land warfare force, connected with youth in Britain to drive up applications by reframing opinions of the "snowflake generation".

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Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.

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Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.

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Depaul UK, a charity that helps young homeless people, used context, story-telling and partnerships to reach young people in the UK.

Case Study

Braun, a consumer products company, reframed the brand's essence globally to a suit a modern audience that favoured simplicity.

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Volvo, the automotive company, turned an unloved salience driver into a cornerstone of brand building in its UK campaign.

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Samaritans, a charity, Network Rail, a railway company, and The British Transport Police, a force that polices the railway, helped reduce the number of suicides committed on British railways by enlisting the public to intervene.

Case Study

Snickers, the chocolate bar brand by Mars Incorporated, launched its You're Not You campaign to appeal to people aged 13-65 across the globe, without alienating its "young guys base", which resulted in increased sales growth and a bigger global market share.

Case Study

The British Heart Foundation (BHF), a charity in the United Kingdom, increased regular and one-off donations with a TV campaign and poster for children drawing attention to the heart's effect on the circulatory system.

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Center Parcs, a short-break holiday company, used "freedom" to bring UK families closer together and closer to the brand.

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McDonald's, a fast food restaurant chain, increased consumption of its McCafe coffee in the UK by poking fun at the exclusivity and judgement in the coffee category.

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The Senet Group, an independent, industry-funded body set up to promote responsible gambling standards, increased awareness of the slogan "When the fun stops, stop" to help gamblers put deeper consideration into their behaviour.

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The Truth Project, a project linked to the independent inquiry into child sexual abuse (CSA) in the UK, launched a campaign to challenge the stigma associated with CSA, resulting in over 13,000 survivors expressing interest.

Case Study

Confused.com, a price comparison website, gave a new meaning to its name in its comms leading to an 8.1% increase in its market share in the UK.

Case Study

The Royal Airforce, the UK�s aerial warfare force, increased its budget by addressing gender stereotypes in advertising through a film launched in the UK that highlighted clich�s against real RAF women.

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Nike, a sportswear brand, encouraged young women in Milan to get into sport by highlighting their existing skills and creating spaces for them to participate comfortably.

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The Colombian Ministry of Communications & Technology, the national executive ministry of the Government of Colombia, launched a project that enabled even the most rural parts of Columbia to have access to information on the internet.