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The Warc Prize for Innovation 2012 – Longlist

Rewarding the demonstration of innovation in effective integrated communications. Win $10,000 and be published on warc.com, the industry’s leading global source of rigorous, evidence-based case studies

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Case Study

In Australia in August 2011, 50% of teens and young adults hadn't tasted Coke. To re-connect with this group, Coca-Cola printed 150 of the most popular Australian names on its bottles.

Case Study

With only 22% of young New Zealanders having tried the PepsiCo soft drink, Mountain Dew, the brand introduced three new flavours to the country.

Case Study

Solo is a soft drink that Norwegians like, but too few drink. To increase its relevance, an international campaign was created for a brand that is only sold in Norway.

Case Study

Although we are listening to more music than ever, artists are struggling with illegal downloads, sharing and unprofitable streaming services.

Case Study

The Pedigree Adoption Drive has three core objectives: to raise awareness of the plight of homeless dogs; increase adoptions in the process; and to generate donations for dog shelters.

Case Study

In Malaysia, GlaxoSmithKline's Polident denture adhesive brand faced the uphill battle of creating a need that was non-existent in the consumer's mind.

Case Study

This is the story of how communications acted as a powerful yet fundamentally peaceful weapon in war.

Case Study

In April 2010, the Eyjafjallajökulll volcano in Iceland unexpectedly erupted. Tourism numbers to Iceland plummeted ahead of the all-important summer season.

Case Study

In the top 10 Chinese cities where Dettol, the Reckitt Benckiser-owned antiseptic brand, is advertised on television, it is the leading antiseptic liquid in the market.

Case Study

When Febreze entered the US marketplace, it was a one-of-a-kind product, capable of finding odours and eliminating them in fabrics and the air.

Case Study

Rom was a long-established Romanian chocolate bar brand that had fallen from market leadership to decline.

Case Study

In 2010, in response to declining global newspaper revenues, the UK publisher News International ceased offering free online news at The Times and The Sunday Times.

Case Study

When Procter & Gamble acquired the Ambi Pur freshener business in India, the challenge was to explode into the low involvement car air freshener category.

Case Study

This case study explains how the visitor experience at the Temaikèn biopark in Argentina was transformed.

Case Study

Citibank had been hit by increased competition for the growing spending of urban Indian consumers. By the autumn of 2011, Citibank's growth rate was lagging that of the category and its market share had fallen.

Case Study

This paper explains how the Late Night campaign for Doritos, the PepsiCo-owned snack, created a new sub-brand that delivered an uplift in core UK sales.

Case Study

For most brands, TV sponsorship generally serves as little more than a few seconds of branded content sandwiched between the programming that viewers really want to watch.

Case Study

Canon, a long-time leader in imaging, found itself with the right DSLR photography technology, but needed to redefine the role of the brand in the US market – particularly at the high end – in order to compete with its rival, Nikon, and a variety of other devices, such as smartphones, that now captured images.

Case Study

In 2005, P&G launched its corporate social responsibility initiative, Shiksha (Hindi for 'education'), to educate children in rural India.

Case Study

At the beginning of 2011 the Ford Motor Company's European head office planned a global launch of the new Ford Focus.