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The Warc Prize for Innovation 2013

Rewarding the demonstration of innovation in communications with a $10,000 prize and publication on warc.com, the industry’s leading global source of rigorous, evidence-based case studies.

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Case Study

Art Series Hotels is a boutique hotel chain operating in Australia which, each summer, experiences a downturn in sales due to its normal clientele, business travellers, not travelling.

Case Study

ecostore, a New Zealand company that produces environmentally-friendly household products, had long held a niche position in a number of categories, until the launch of a rival 'green brand'.

Case Study

This case is about Colombia's struggle against the world's oldest guerrilla group, Fuerzas Armadas Revolucionarias de Colombia, or FARC.

Case Study

Rather than trying to outspend brands with bigger budgets, Honda decided to become the first automotive brand in Spain to develop its own branded TV content - the mini-series, “Psicodriving”.

Case Study

For IKEA Canada, the home furnishings retailer, the opening of a new store is typically a big deal. However, this was not the case in Richmond, British Columbia, a sister city to Vancouver whose booming development and rapid revitalization had drastically diluted people's excitement and anticipation of the next big retail arrival.

Case Study

This case study describes how PepsiCo's challenger Indian soft drink brand, Slice, grew its share of consumer spend in an extremely competitive sector not by targeting a small niche in the market, as challenger brands typically do, but by actively targeting the frequent category consumer.

Case Study

Commoditization within the Indian tomato ketchup category was causing Hindustan Unilever's brand, Kissan, to lose relevance among consumers.

Case Study

In 2011 McDonald's, the quick service restaurant operator, introduced a virtual currency into the Danish market.

Case Study

This case study describes a campaign that aimed to reconcile Israeli and Palestinian people. It outlines an initiative to encourage blood donation by victims of violence on one side of the Israeli-Palestinian conflict to victims on the other, as a way to reframe the context as one based on commonality not difference.

Case Study

Kmart, the discount general goods retailer, was struggling in the Australian market to convince mums that its goods had the quality and low prices to compete with those of rival chains.

Case Study

McDonalds, the quick service restaurant operator, wanted to increase awareness in China of its sponsorship of the London 2012 Olympics.

Case Study

This case describes how Tiger beer, the number two brand in the Vietnamese premium beer market, broke the mould of Vietnamese FMCG advertising at Christmas and did something different to engage a demanding young adult audience.

Case Study

The ParaLife Foundation, a very small Mexican non-profit organisation dedicated to helping people with disabilities find suitable work, needed a campaign that would attract earned media coverage and make employers consider hiring people with disabilities.

Case Study

The hygiene and cleansing brand, Lifebuoy, wanted to address the problem of two diseases afflicting the world's poorest children, namely pneumonia and diarrhoea, which together account for an estimated 2.1 million child deaths every year.

Case Study

OREO, the cookie brand owned by Mondelez, was about to turn 100 but, instead of focusing on the past, OREO decided to focus on the present by developing a "Daily Twist" campaign.

Case Study

This is a story of how V/Line, the Australian train company, used the power of guilt to motivate young people in Victoria, Australia, to leave the bright lights of the city to visit friends and family in the country.

Case Study

Metro Trains, the metropolitan rail service in Australia's second largest city of Melbourne, had to find a way to get young people to care about being safe around trains in a bid to prevent needless deaths and accidents.

Case Study

The TWIX chocolate brand, owned by Mars, needed to remind Australian shoppers of its existence since, in the competitive world of chocolate, sales are reliant on being salient or top of mind.