SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Shampoo brand Head & Shoulders launched a creative platform based on the England football team to drive awareness, engagement and sales of its Men Ultra shampoo in England.

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The Institution of Engineering and Technology, one of the world’s largest engineering institutions, created a music video engineered entirely by children to encourage more of them into science, technology, engineering and mathematics (STEM) subjects in the UK.

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Car manufacturer Ford created a virtual reality tool to provoke behaviour change and understanding between cyclists and other road users in Europe.

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Challenger banking brand Starling employed a traditional PR approach to move from the fintech news websites to mainstream media.

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The Abu Dhabi National Oil Company undertook an all-encompassing communications programme to reposition itself after the global oil crisis of 2016-2017 and win back brand love in the United Arab Emirates.

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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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Energy drink brand Carabao created a media relations campaign based around Google image searches to showcase the brand’s ethos as one that resonated with young women in the UK.

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Rotterdam Council launched a multiplatform campaign to tackle street sexual harassment in the city.

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The Abu Dhabi National Oil Company took a three-pronged approach to employee engagement when it merged subsidiaries and relaunched its brand in the United Arab Emirates.

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Furniture retailer IKEA created a new duvet product, and used a gay couple to promote it and boost sales of bedding in the UK.

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The IVL Swedish Environmental Research Institute partnered with Carlsberg to create a beer made from sewage water in a PR-driven campaign to raise awareness of water shortages and recycling solutions in Sweden.

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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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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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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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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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State-owned gaming operator Svenska Spel ran a competition for a fan to live in a footballer’s real home to distinguish itself from gambling rivals in Sweden during the 2018 FIFA World Cup.

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Merck Sharp & Dohme, the multinational pharmaceutical company, ran a multichannel campaign to raise awareness of its HPV vaccine among teens and their parents in Slovakia.

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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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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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The Roald Dahl Story Company, the organisation that manages the copyrights of author Roald Dahl, employed a content-led approach to celebrate the 30th anniversary of the children’s novel Matilda and bring the character into the current day.

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Taco Bell, the US fast-food brand, harnessed the power of Big Ben and rickshaw drivers to launch its first London restaurants.

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Vidchui, an organisation that helps aurally impaired people, created a live opera stunt backed by social media to persuade young people in Ukraine to get their hearing checked.

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Iceland, the frozen foods supermarket, ran an integrated media campaign to communicate its ban on palm oil and to show its Christmas TV ad, which had been banned from TV.

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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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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.