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Shock tactics

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Case Study

Telecom operator du ran a campaign in the UAE to raise awareness about oversharing personal information on social media.

Article

Illinois Council Against Handgun Violence (ICHV), a non-profit organisation, used a teddy bear to highlight the lack of government oversight on the gun industry in the US with a powerful, public awareness, PR campaign.

Case Study

PETA, the animal welfare charity, raised awareness of the leather trade in Thailand by using shock tactics that generated social and earned media coverage.

Case Study

Girl-focused educational NGO Project Nanhi Kali used a wedding invitation to raise awareness and spur donor action in India.

Case Study

SodaStream, an Israeli drinks company, promoted its environmental message about plastic bottle pollution through a humorous online video campaign, ‘The Shame of Glory’, in Europe.

Case Study

Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK, following a period of decline.

Case Study

Tim Weaver, an English author, was successfully turned into a brand name by creating a podcast that investigated both sides of a missing person's investigation to coincide with his mystery books.

Case Study

Project Literacy, a literacy CSR programme, created a powerful campaign that increased awareness and engagement in the UK towards ending illiteracy.

Case Study

The Economist, the business magazine, optimised its face-to-face subscription sales in the UK by shocking people with PR activities based on the magazine's own articles.

Case Study

Sugar Smart, a health app, successfully helped UK parents cut their children's sugar intake, and became the most popular app on launch week.

Case Study

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.

Case Study

This case study describes how the Food and Drug Administration (FDA) raised awareness of stunted lung growth caused by smoking among American teenagers, through a series of animated videos.

Case Study

This case study shows how two junior agency executives from Host created the global social media campaign #redefinewomen to draw attention to outdated sexist definitions on Google Define with no budget or backing of any movement or brand.

Case Study

This case study shows how the 'Stop It At The Start' campaign from The Australian Government started a national conversation about perpetuating future violence in a bid to change attitudes and behaviours to reduce future violence against women.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

Case Study

This case study shows how OMO, a detergent brand, launched a live-streaming campaign to showcase children's sedentary lifestyle and increase brand awareness and sales in the Middle East.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, launched a radio campaign to help Lebanese women come to grips with domestic violence and seek help for themselves or others.

Case Study

This case study shows how TV station Murr Television (MTV) took on the challenge of fixing potholes across roads in Lebanon, bypassing government consent and gathering widespread acclaim.

Case Study

This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.

Case Study

This case study explains how charities the Romanian Ornithological Society and Natura 2000 used a YouTube video and PR to raise awareness of Romanian hunting laws and get the law changed to protect birds.

Case Study

This case study explains how Sakker El Dekkene (Stop the Shop), a Lebanese NGO, used a stunt to encourage people to report corruption.

Case Study

This case study explains how Swedish insurance company Trygg-Hansa used a humorous video to explain the impact of alcohol on swimming ability and reduce deaths by drowning.

Case Study

This case study shows how Intermarché, a supermarket brand, successfully helped its French customers reduce their daily sugar intake be creating a six-step sugar-detox yoghurt pack.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.