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Case Study

This case study details how Doritos, a savoury snack brand, discovered a new point of view on boldness and regained millennial interest in Brazil.

Case Study

This case study looks at how the state of North Carolina in the US tackled the signing of the HB2 by sparking feelings of outrage, betrayal and embarrassment.

Case Study

This case study looks at how Jolly Rancher, the American candy brand, transformed its strategy to go from an undesired brand to a sustained success.

Case Study

This case study explains how Durex, the condom brand, increased usage among young people in India by launching a more discreet product.

Case Study

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.

Case Study

This case study explains how Dare, an Australian iced coffee brand, outperformed its competitors by creating a new consumption occasion: becoming the habitual choice for whenever people are not thinking straight.

Case Study

This case study shows how confectionery brand SNICKERS partnered with 7-Eleven to engage Australian millennials in a category that has declined 6% since 2007.

Case Study

This case study shows how Hahn, a beer manufacturer, launched an ultra-low alcohol beer which had to define a role for itself and the ultra-low alcohol category amid declining beer sales in Australia.

Research Paper

Ambush marketing is more than 30 years old, and its prevalence continues to grow. Recent cases indicate that brands perpetrating ambushes are becoming more creative, but the literature has failed to keep pace, offering scant analysis of the different forms ambushing can take, and the implications it can have and little investigation or consideration from the ambusher's perspective.

Case Study

This case study shows how Pril, a liquid soap brand, increased market share in the UAE by distributing mini-sized bottles of its product to prove its effectiveness.

Case Study

This case study explains how car company Volkswagen filmed a stunt and placed it on TV and social media to sell its Passat car model in Norway.

Case Study

This case study shows how BBVA, a financial services brand, increased and updated its customer information database by organising Peru's first ever Karaoke concert.

Case Study

This case study shows how the Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.

Case Study

This case study explains how Skittles, the confectionery brand owned by Wrigley, increased sales around Christmas in Canada by allowing people to trade in bad gifts for Skittles.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study explains how Plume Labs, a technology company, used pigeons wearing tiny air quality monitoring back-packs and social media to raise awareness of air quality issues in London, and raise investment for a new wearable technology.

Case Study

This case study describes how Postobón, the soft drinks company, launched a new musician to then launch a grapefruit soft drink in Colombia.

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 shows how ANZ, a financial services brand, used its long-running sponsorship of Australia's LGBTI Mardi Gras event to increase brand equity and account openings.

Case Study

This case study shows how Ikea, a furniture brand, successfully launched its new catalogue by filming a renowned German literary critic reviewing it.

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 Kronenbourg 1664, a beer brand, successfully increased sales by developing a humorous background focused branding strategy in the UK.

Case Study

This case study shows how John Lewis, a UK retailer, successfully consolidated its advertising's status by launching a series of iconic Christmas campaigns.

Case Study

This case study shows how JetBlue Airways, an airline brand, demonstrated what people are capable of when they set their differences aside with its 'Reach Across The Aisle' campaign in the US.

Case Study

This case study looks at how Jolly Rancher, a sweets brand, introduced the #KeepOnSucking campaign in the USA to be present in every moment life sucked.