SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Global executive search firm Korn Ferry created a global, data-led thought leadership campaign to reinforce its talent capabilities and elevate its position from transactional headhunter to strategic advisor.

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London department store Harvey Nichols changed its name and staged a window-smashing exercise to become the most-talked-about department store during London Fashion Week.

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East Midlands Trains, a UK train operator, created portraits made from train tickets and a lost property orchestra to drive positive consumer engagement and promote its mobile and lost property services.

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BVG, Berlin's public transport system, joined forces with adidas and created a limited edition sneaker with a built-in annual pass, to boost its street credibility in the city.

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Telecoms company Telekom, used a native media campaign with gaming as its central idea to teach digital skills to grandparents in Hungary.

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RFSU, the Swedish Association for Sexuality Education, created a short film backed by digital content to boost condom use among young Scandinavians, aged 18 to 25.

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Out-of-home operator Clear Channel showcased the real-time capabilities of its digital screens with a data-driven campaign to point homeless people towards shelters in Sweden.

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Red Stripe, the Jamaican beer brand, created news and social buzz around an Olympic PR ambush.

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Pharmaceutical company Pfizer created an integrated influencer marketing campaign to appeal to adolescents in the UK and warn them about the signs and dangers of meningococcal meningitis.

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Fast-food brand McDonald’s delivered a reputation communications strategy that positioned it as a business changing for the better, to maintain and deepen trust among audiences in the UK and Ireland.

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Shell, the oil company, created a social and earned media campaign encouraging female millennials in the UK to take part in the Shell Eco-marathon, its energy efficiency competition.

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The Royal Danish Theatre used former Dancing with the Stars judge Nikolaj Hübbe to spearhead a campaign raising public appreciation of its Royal Ballet company in Denmark.

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Online retailer eBay rescued the physical goal in which the winning goal in the 2014 FIFA World Cup was scored, and invited fans in Germany to bid on it, to coincide with the 2018 World Cup.

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Finnish alcoholic drink brand Hartwall Original Long Drink created an integrated campaign to boost sales outside summer, while taking care not to flout Finland’s strict alcohol advertising rules.

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The Confederation of Finnish Industries, a body that represents the Finnish employee sector, launched a multichannel awareness campaign to tackle the issue of discrimination in the workplace.

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There But Not There, the armed forces charity, created an art installation of ghostly soldier silhouettes to fundraise and educate people about the first World War in the UK.

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Tourism body, Visit Oslo, invited gay people from not-so-gay-friendly countries, to join the Oslo Pride Parade and position the city as a safe one for LGBQT+ visitors.

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Challenger banking brand Starling launched a multichannel campaign in the UK to drive new business and lead a conversation about gender stereotypes in finance.

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Pharmaceutical brand MSD Romania created a multi-platform educational campaign to raise awareness of cervical cancer and boost HPV vaccination rates in the country.

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Battery manufacturer Duracell joined NGOs, retailers and government in establishing battery-recycling infrastructure and sustainable business practices in Russia – which has a battery recycling rate of 1.5%, compared with an EU average of 45%.

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CMR Surgical (CMRS), a British start-up building the next-generation surgical robot, employed a two-pronged media relations programme to raise brand awareness among surgeons and the medical devices industry in the UK.

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Mineral water brand Evian created a social media campaign – based on its above-the-line Babies execution – that gave users their own ‘baby double’ image, to drive awareness of its sponsorship of the Wimbledon Tennis Championships.

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Whirlpool, the global manufacturing corporation, created a travelling photo exhibition to strengthen its position as a strong industrial asset in the places where it operates in the EMEA region.

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Jelly and jam brand Hartley’s used a celebrity-led, influencer marketing programme to raise brand awareness and boost sales of its 10 Cal Jelly Pots in the UK.

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The Royal Mint, the producer of coins for Britain and 60 other countries, created a set of 10-pence coins featuring letters of the alphabet to encourage a new generation of coin collectors in the UK.