SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Lendlease, a construction, property and infrastructure company, brought many stories of migrant workers to people in Singapore during the month of Ramadan.

Case Study

Huawei, a mainland Chinese global smartphone brand, had to fight an uphill battle to gain acceptance among increasingly anti-China Hong Kong consumers.

Case Study

Prevail, a brand of incontinence products, increased external visits to e-commerce channels by 6500% and increased sales by 74% during its campaign in China, which used emotional storytelling.

Case Study

Mills & Boon, a publisher of romance novels, relaunched the brand in Australia using a new game that led to the best-performing series launch in a decade.

Case Study

Godrej Security Solutions, a mechanical and electronic security systems company, increased awareness and sales of its EVE security system for women in New Delhi and Mumbai by launching two events that took a humorous and informative approach to security.

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Ministry of Food Processing Industries (MoFPI), a ministry of the Government of India, organised World Food India (WFI), India's first-ever global investor summit in the food processing sector to re-energise India's food processing sector.

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Princess Cruises, an American premium cruise line, successfully launched a new ship to consumers in China.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

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The Coca-Cola Foundation, a charitable organisation, helped to highlight stories of bullying to people in Taiwan via its 'Story Vending Machine' and campus tours.

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Monaco, the payments and cryptocurrency platform, raised awareness globally of cryptocurrency as a mainstream payment method and built its profile as a company that provides intuitive financial products for mass consumers.

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The NPO LOCOMO Challenge Council, a healthcare-promoting council, raised awareness for orthopaedic pain and illnesses in elderly people in Japan by launching a risk test alongside press releases and events.

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Koinex, a cryptocurrency exchange, avoided a potentially disastrous financial crisis in India and shows the vast power of PR.

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NetApp, a hybrid cloud data services company, optimized the digital footprint of its sales workforce in APAC to drive positive sales impact and greater online conversations.

Case Study

Daiwa House, a leading house builder in Japan, addressed housework inequality through a combination of home design and a targeted campaign combining surveys, online content and offline events to stimulate a nationwide conversation about "nameless chores".

Case Study

Pharmaceutical company Johnson & Johnson increased awareness and sales of its new skincare brand Dr.Ci:Labo in China, Taiwan and Hong Kong by launching influencer events and experiential workshops to spread the word about its benefits.

Case Study

Porsche, an automotive brand, promoted its company image among auto and technology professionals in China by deploying LinkedIn as its corporate communication vehicle through page redesign and engaging content.

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Australian Macadamia, an industry body, created a program to instill a sense of emotion and national pride in the macadamia industry.

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Microsoft, a technology company, demonstrated its dedication to empowering educators to provide new generations with knowledge for the digital age across Asia by celebrating a teacher whose work had gone viral on Facebook.

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Electronic Arts K.K. (EA Japan), a video game company, increased young people's interest in politics through its game 'SimCity BuildIt School of Politics'.

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Philips, an electronic appliances brand, was able to convince Koreans that their clothing iron can make the laborious task of ironing much easier.

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Jetstar Asia, a budget airline, encouraged Singaporeans not to travel during the Lunar New Year period in order to build an emotional connection with local consumers and increase brand love.

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Go Gentle Australia, a right-to-die advocacy group, was able to emotionally engage Australians with its six-minute film.

Case Study

Ben & Jerry's, a manufacturer of ice cream, frozen yoghurt and sorbet, raised awareness of its support for marriage equality in Australia by banning the sale of two scoops of the same flavour ice cream across its stores.

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Brieana Rose, a privacy campaigner, turned a personal experience of having pictures of her genitalia distributed by a nurse without her consent into a campaign for protecting privacy rights in Australia.

Case Study

Razer Inc., a global gaming manufacturer, increased brand awareness in Greater China through media engagement and Razer Inc. corporate developments to raise its profile.