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Educational, rational

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This article explores current thinking and writing on the subject of rational advertising, a technique known for driving short-term behaviour and sales, and an effective tool in a marketing mix.

Case Study

This case study explains how BASF, a global manufacturer of crop protection products, radically reconsidered its brand and the people it serves through its 'Grow Smart' campaign in the US.

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This case study shows how biopharmaceutical company Shire introduced its new dry-eye drug by educating women about their eye health and launching empowering lifestyle brand eyelove.

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This case study looks at how the Australian National Youth Mental Health Foundation, headspace, cut online bullying behaviour with its Reword campaign.

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This case study explains how Dove, a skincare brand, spoke about the media's judgement of female athletes based on their appearance through its 'Dear Media' campaign in the US.

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This case study looks at how Brusnika, a Russian construction brand, competed with the leaders of the real estate market in Russia, despite being a young company.

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This case study looks at how LEGOLAND Florida, a theme park, overcame the challenge of being in an inconvenient location by making the drive seem insignificant to choosing the resort as a vacation destination.

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This case study looks at how a team of strategists and entrepreneurs harnessed the disruptive power of cannabis to create hmbldt: a new medicinal cannabis brand launched in the US in 2016.

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This case study looks at how the Transport Accident Commission (TAC) in Australia, a for-profit social insurer for the State of Victoria, educated Victorians about the human body's physical vulnerability to the forces of a road crash.

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This case study is about how US activist movement Black Lives Matter raised awareness of race and racism by provocatively appropriating a Facebook feature.

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This case study explains how Saffolalife, the not-for-profit arm of an edible oil brand, used disruptive media and hints to help people in India make choices that were healthier for their hearts.

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This case study explains how The Akanksha Foundation, an education NGO in India, recruited more teachers with an eye-catching social media campaign.

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This case study describes how Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

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This case study explains how The Akanksha Foundation, an educational charity for under-privileged children in India, recruited teachers with zero media budget over successive years.

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This case study describes how airline Cathay Dragon used an online influencer content campaign to raise awareness of the brand in China among the young traveller sector.

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This case study explains how Clear, a shampoo brand, increased sales to men in Japan by promoting its hair-health benefits through businesses.

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This case study explains how pre-natal multivitamin brand Elevit increased sales to expectant parents with emotional video content and targeted digital ads.

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This case study explains how Manulife, an insurance provider, increased sales of its health insurance product to Generation Y consumers in Hong Kong with a campaign to promote healthy living and by offering discounts based individual levels of activity.

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This case study shows how Vodka Cruiser, a Ready to Drink brand, went from being a brand that Australian millennials thought was uncool to one that they'd like to be seen with through a chat show streamed weekly on Facebook Live.

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This case study looks at how Frucor's brand OVI, an Australian soft drink product, repositioned its entire brand after being under threat of imminent failure.

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This case study shows how Headspace National Youth Mental Health Foundation introduced the campaign 'Reword' to prevent online bullying among young people in Australia.

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This case study looks at how Woolworths Rewards, an Australian retailer rewards scheme, turned negative customer sentiment into a program with satisfied members through an email personalisation campaign.

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This case study looks at how Black Hawk, a premium dog food retailer, extended the 'real food' movement for humans to pets by using emotive creative to advertise its natural dog food to Australians.

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This case study shows how the Football Federation of Australia aimed to encourage people to support a Hyundai A-League (HAL) team in order to help its overall vision of making football the largest sport in Australia.

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This campaign shows how Challenger, a financial company, motivated an uninterested retiree audience to pay attention and invest in annuities in Australia with its 'Challenger's Lifestyle Expectancy' campaign.