SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

McDonald's, a fast food restaurant chain, used influencers Harry and Jamie Redknapp to promote its Big Mac Bacon burger in the UK by getting them to debate whether a Big Mac with Bacon is still a Big Mac.

Case Study

CIFAS, a non-profit fraud prevention service, promoted its brand within the UK by showing the 12 unexpected faces of fraud to bring the issue of fraud much closer to home for the public.

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McDonald's, a fast food restaurant brand, increased its number of mature employees in the UK by creating a multi-channel campaign featuring current mature employees.

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Coca-Cola, a soft drinks brand, increased brand trust among Norwegians during Ramadan by launching a new logo, fasting ads and partnering with famous Muslim influencers to educate Norwegian consumers and bridge the cultural gap.

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Pleegzorg Nederland, a foster care organisation, encouraged people in the Netherlands to consider fostering children by creating an online test and email campaign that shone a positive light on fostering and provided practical information.

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Future Men, a non-profit organisation, launched a survey on what it means to be a man in the UK and launched the results alongside a debate between its CEO and Piers Morgan to squash old stereotypes of being a man.

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Molfix, a baby products brand, increased awareness of the importance of bond attachments between mothers and their babies in Turkey by launching a presentation, leaflet and child development booklet.

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University Hospital Düsseldorf, a hospital in Germany, secured more DNA matches for stem cell donations among young people in Germany by launching a lollipop that could be used as a new DNA test.

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Deliveroo, a food delivery brand, increased orders in Spain by putting its Deliveroo riders on jet skis and delivering to boats along the Catalan coast.

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Plenty of Fish, a dating platform, increased positive sentiment in the UK by making itself culturally relevant and releasing the Safer Dating Report to empower singles.

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The Glenlivet, a whiskey brand, increased relevancy among young people globally by creating a whisky capsule collection that featured single malt cocktails in biodegradable seaweed packaging.

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Hectare Agritech, an agritech innovation start-up, created Tinder for cows, called Tudder, which matched farmers with livestock and led them to its SellMyLivestock platform to increase users in Europe.

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RFSU, the Swedish Association for Sex Education, encouraged the use of condoms among young people in Sweden by releasing an explicit interactive film that shows what young people are thinking in the moment, based on feedback from research among the target.

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Mantsinen, a company of material handlers and logistics services, encouraged business decision makers to invest in its hydraulic material handling machine in Finland by getting teen artists to use it to create unique paintings.

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Bupa, a healthcare company, launched a video and display ad campaign featuring famous rugby star and cancer survivor Matthew Rees during the Rugby World Cup to educate British men on the dangers and symptoms of testicular cancer.

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ASICS, a sportswear brand, created a race with no finish line to test how far athletes could run, promoting the launch of its new GLIDERIDE trainers in the UK.

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Adidas, a sportswear brand, encouraged Swedes to support Swedish female footballers by launching a new women's national jersey that payed tribute to female role models.

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Doconomy, a Swedish fintech company, launched a credit card with a carbon-emission spending limit to help consumers reduce their carbon footprint.

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Premier Inn, a hotel chain, promoted its new pillow by recycling its old stock to create a nationwide underground network of Pillow Fight Clubs in the UK.

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The GULAG History Museum, a museum in Russia, increased visitors by creating a graphic novel that told the true recollections of the Gulag victims.

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Huawei, a mobile phone brand, reacted to the crisis in the US where the Trump administration had banned it from communications networks by launching a crisis cabinet that produced articles and opinion pieces across Europe that shone a positive light on the brand.

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The Abu Dhabi National Oil Company (ADNOC), embarked on a full-scale business transformation journey in 2017 to ensure it thrives in the fast-evolving energy landscape in Abu Dhabi.

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ArcelorMittal, a steel production company, discouraged the use of old furnaces to reduce smog in Poland by producing bicycle stands from the furnace scrap metal to encourage cycling.

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Ecosia, an ethical search engine, promoted its brand in the UK and the US by launching a series of press releases in the media that highlighted its work in helping plant trees among deforested areas.

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Rock FM, a radio station in Romania, encouraged Romanians to donate blood by releasing a new rock cover of classic songs whenever a blood donation bag was filled.