SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Horlicks, a sweet malted milk hot drink, connected with mothers in India by addressing the emotional needs of their university-bound children.

Case Study

Vivo, a brand of smartphone, was able to reach 157 countries and markets, including key markets across Asia, as a result of its highly targeted media programme.

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LCY Chemical Corp., a chemical company, turned its reputation around by investing in long-term solutions to the problems faced by the victims of the 2014 Kaohsiung explosion in Taiwan.

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Coca-Cola, the beverages brand, gave the average working woman a platform in Myanmar to celebrate their business achievements.

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Close the Loop, the recycling company, used the soft plastics recycling crisis as an opportunity to create an innovative asphalt additive utilising valuable waste material for roads in Australia.

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Lockheed Martin, an aerospace and defence company, increased interest in STEM subjects from female students in Japan by launching a rocketry challenge that gave them practical experience.

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HSBC, a bank, launched a documentary series on Facebook Stories in China that followed millennials leading up to Lunar New Year.

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Nova IVI Fertility, a chain of fertility centres, used doctors to tackle common fertility myths, which led to a 37% increase in footfall to its centres in India.

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Air Asia, a low-cost airline, took a cheeky approach to humour, helping its brand stand out of the crowd for Singapore’s millennial travellers.

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Impossible Foods, a company that develops plant-based substitutes for meat products, launched a series of events in Singapore to encourage Singaporeans to switch to its meat alternative.

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Indian Medical Association, a national voluntary organisation of doctors, launched a series of videos in India to raise awareness for tuberculosis (TB), a disease that often is misdiagnosed or not diagnosed at all.

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Isehan, the cosmetics maker, organised a job recruitment campaign in Japan to encourage applicants to come to their job interview looking like themselves.

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Mahindra Foundation, a non-profit organisation, took a misogynistic phrase and gave it a new meaning in its PR and online campaign in India.

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Air China, the airline, increased sales revenue by 13% after re-imagining the booking process with a focus on emotions for its customers in China, the UK, France and Germany.

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HONOR, the smartphone brand, worked with an artist to create an art instillation that contributed to the three million sales of the HONOR 10 phone globally.

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Cairn, an oil and gas company, used performance to reach key communities in rural India.

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Roche, a pharmaceutical company, launched a campaign that saw one in sixteen cupcakes having a secret lump inside, to represent the one in 16 Hong Kong women diagnosed with breast cancer in their lifetime.

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Telenor, Ooredoo, MyTel and Myanmar Post and Telecommunications (MPT), a group of telco companies, showed mobile users in Myanmar how to deal with phone scamming through broadcast and prints news releases.

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Yahoo!, the search engine, raised awareness of the many challenges facing people in post natural-disaster shelters to help people in Japan to be better prepared.

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Senco Gold and Diamonds, an online jewellery company, organised a fashion show that featured transgender people to promote the narrative of inclusivity in India during pride month.

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Procter & Gamble (P&G), a consumer goods corporation, launched a campaign featuring famous poet Vincent Fang that encouraged women in China to treat themselves to hair care products through poetry.

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Gordon Thomas Honeywell – GA, a consultancy, reached the government in India to advocate for DNA testing and successfully doubled the number of DNA profiles developed from crime scenes.

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HONOR (Huawei), a smartphone brand, leveraged the festival of lights, Diwali, the biggest celebration in India of shared joy and family, to connect with consumers.

Case Study

Air New Zealand, an airline, increased Taiwanese tourism to New Zealand by showing them its attractions with the help of relatable storytellers.

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Converse, the sports brand, launched an integrated communications campaign to reach Generation Z in China, which doubled its revenue target.