WARC Awards

Best Use of Brand Purpose

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Case Study

Small commercial vehicle brand Tata Ace Gold launched an awareness-raising campaign in the Indian market to sell yesterday's vehicle to today's generation and drive sales.

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Car manufacturer Mahindra grew interest in its electric vehicles by associating them with a good cause in India.

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Parle, one of India's largest confectionery companies, used a light-hearted multichannel campaign to promote its cookie category to millennials in a fresh way and grow brand love.

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Google, the technology company, promoted local heroes to build a greater connection with Russian people and increase usage of its Search and Maps products.

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Credit card brand Tarjeta Cencosud employed a humorous campaign to build awareness and consideration in Argentina and reduce consumers' use of other credit cards.

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India's premier teen skin care brand, Clean & Clear, used a disruptive on- and offline campaign to grab the attention of teens, and win over both potential entrants and existing users.

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Movistar, one of Argentina's main telcos, used an entertainment-based social media campaign to launch its new communication platform and strengthen its bond with the prepaid segment.

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State Bank of India used an integrated campaign to position its loan products as a differentiated offering in a cluttered loan market and build a contemporary, modern image in the minds of young Indians.

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Audi, the international automobile manufacturer, improved brand perception and sales among consumers by breaking stereotypes and reinforcing a message of equality in a historically male-dominated industry.

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River Island, the British fashion brand, successfully increased revenue in the UK by running an informed social media campaign.

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Banking brand EGBank established its own startup incubator to grow its affinity with young people in Egypt and get them to open accounts.

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Saudi Telecom Company (STC) used a history-based social media and video campaign to promote acceptance of women driving and enhance its brand metrics with women.

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Feminine care brand Stayfree created a provocative social initiative in India to drive genuine change in the lives of marginalised women.

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Multinational skincare brand Estée Lauder used the 'Double Where' concept of dual nationality to heighten brand love and increase standout for the extended range of shades within its Double Wear make-up foundation in Italy.

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Manpower, the world-leading staffing agency, improved its market position in Norway by connecting with Gen Zs and millennials to help them transfer valuable skills from gaming to the workplace.

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Premium vodka brand Absolut launched a controversial campaign in Slovakia to raise brand awareness and promote a message of diversity.

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Art and civilization museum Louvre Abu Dhabi used outdoor, social media and a video to provoke a conversation about the nature of humanity in order to increase visitor numbers.

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Real-estate developer Palm Hills Developments (PHD) used a combination of TV, social media and events to attract buyers to its new city of Badya in Egypt.

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Baby retail brand Babyshop used a multichannel approach and created a new Arabic word to drive brand meaning, and sales, in the Middle East.

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Sportswear brand Puma one8 implemented an inspirational campaign in India to boost brand visibility and adoption, and increase quarterly sales by 100%.

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Toilet-cleaner brand Harpic used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.

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Irish bookmaker Paddy Power increased standout by tackling homophobia in football and leveraging World Cup 2018 to drive its LGBT+ charity campaign in the UK.

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MTM Property, a leading UK letting agency, redefined its brand purpose and persona to turn around a poor reputation and a toxic relationship with its student tenants.

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Tech brand HP used a multichannel approach to appeal to working women, spark conversations and boost PC sales in Japan.

Case Study

O2, the telecommunications company, marked the anniversary of the Velvet Revolution in Slovakia and the Czech Republic to improve brand perceptions.