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Case Study

Booking.com, an online travel agency, launched a digital campaign, ‘Booking Loves’, in France, Germany and the UK to generate site traffic by creating targeted video content.

Case Study

Bolia.com, a Scandinavian furniture retailer, transformed its furniture brand by thinking like a fashion brand which both attracted new audiences and retargeted its existing customers.

Case Study

Hornbach, a German DIY retailer, launched its ‘#Heldenkranz’ campaign to successfully reach ts target audience during the Euros 2016; despite the fact that the brand is unrelated to football.

Case Study

Bolia.com, a Scandinavian furniture retailer, transformed its sales decline into growth by thinking like a fashion brand which both attracted new audiences and retargeted its existing customers.

Case Study

Bose, an audio equipment brand, launched its new noise-cancelling headphones in the UK by creating a film which showed the benefits of being able to focus purely on the music.

Case Study

Visit Finland, the official travel guide for Finland, and Finnair, a Finnish airline, launched a digital campaign in the UK and Germany to encourage millennials to visit Finland for a winter vacation.

Case Study

Café Royal, a Swiss coffee brand, launched its campaign across Europe in partnership with Robbie Williams to gain more market share from key competitors Nespresso and Mondelez.

Case Study

Swisscom, a Swiss telecommunications provider, generated awareness for its new mobile product offer by launching digital display ads on porn websites.

Case Study

Hornbach, a German DIY retailer, launched its brand in the world of e-commerce by creating DIY tutorials to reach younger audiences across Austria, the Czech Republic, Germany, the Netherlands and Switzerland.

Case Study

VisitBrussels, the tourism office of Brussels, transformed the perception of Brussels across Europe by launching a campaign that connected Brussels locals with the rest of Europe to give them an accurate picture of the country.

Case Study

Philips, an electronics brand, launched its new blade technology, OneBlade, across Europe by implementing a strategy of ‘showing not telling’.

Case Study

The Swedish Tourist Association (STF), a tourism promoter, used a phone app to connect with younger Swedes and convince them to join the STF by creating a worldwide phone number for them to promote Sweden.

Case Study

Nike, the sportswear brand, created Nike On Demand, to re-engage with young athletes in Germany and compete with its top competitor in the country, adidas.

News

COLOGNE: Agencies are having to reinvent themselves since the skills they sold as unique become commoditised and consumers no longer respond to commercial messages as they once did.

Article

Agencies are having to rethink how they work if they are to be successful in a world where disruption is the name of the game.

News

NEW YORK: Authoritarian regimes often borrow from advertising and marketing to forward their agendas, with China and Russia currently demonstrating this theory in practice, according to a paper published in the Journal of Advertising Research ...

News

COLOGNE: Corporates and startups will form closer working partnerships in future as such alliances become a “strategic imperative” in the quest for innovation, a new white paper has argued.

Research Paper

This paper explains how data mining using artificial intelligence (AI) helped gauge interest in Arper, an Italian furniture company, and competitor brands on digital platforms.

Research Paper

This paper describes a research project assessing the validity of virtual reality (VR) as a data collection tool for market researchers, using the example of conjoint analysis in the German automotive sector.

Research Paper

This paper presents the findings of an exhaustive study that used AI-based methods to provide a new level of evidence of what makes successful advertising and which creative content makes an ad sell more.

Research Paper

This paper investigates whether increasing public education of the European refugee crisis by tackling barriers to support with targeted communication can positively influence a change in public attitudes.

Research Paper

This paper explains a research experiment using solely pictures to provide key learnings from this methodology and its implications for future market research projects.

Research Paper

This paper explains how Northstar, a research agency, and Jaguar Land Rover (JLR), the automotive company, used pop culture as an innovative qualitative research methodology and re-imagined how to execute and disseminate target customer insight in the US, UK and Germany.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.