SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Supermarket brand Coop created a ‘perfume’ that smelled like sour milk to raise awareness of food waste and reinforce its sustainability brand credentials in Sweden.

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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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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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Elvie, the brand that pioneers smart technology for women, used a live stunt at London Fashion Week to launch its Elvie Pump breast pump globally.

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Online employment and careers site LinkedIn used a real-time, real-life film of a job interviewee to boost awareness of its role in building a supportive community for its members.

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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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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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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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The government of Chile launched an international political communications campaign to thwart Bolivia’s attempts in the International Court of Justice (ICJ) to gain access to the sea through Chile’s territory.

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

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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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Cosmetics brand Avon created a range of lingerie to persuade women to have breast cancer check-ups in Ukraine.

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Great Ormond Street Hospital (GOSH), the UK children’s hospital, launched an integrated campaign, based on patients as superheroes, to raise awareness of its work and drive patient referrals from Gulf Co-operation Council (GCC) states.

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Household appliances manufacturer Arçelik created mobile apps to reduce the use of gender discriminatory words or phrases to mark International Women’s Day in Turkey.

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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.