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Opinion

At the Euro Effies, Matt Gladstone, Strategy Partner at Grey London, advised authors of case studies to act like detectives when writing their paper.

Article

This article examines key insights and reading on OOH effectiveness, a medium now in the thrall of digitisation, with the added capabilities of greater measurement and interaction.

Article

Lessons from winners in the 2018 WARC Prize for MENA Strategy, including Nissan and Coca-Cola.

Case Study

Hindi general entertainment television channel Star Plus used a multi-pronged multimedia campaign to create a social shift in India and increase viewership among young women.

Article

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.

Article

Outlining the benefits of mobile location marketing and showing how organisations can deliver the mobile moments needed to win, serve, and retain digitally empowered customers that choose to opt-in to location marketing.

Case Study

Sebastian International, a hair care brand, increased sales of its Twisted products for curly hair across Europe by breaking category conventions with curly hair crash tests.

Article

Fernando Machado, the global chief marketing officer at Burger King, was chair of the Creative Effectiveness jury at the Cannes Lions in 2018, and thus has several valuable tips for entrants in this annual competition.

Case Study

Luxury resort Atlantis The Palm, Dubai used a branded-content short film to increase UK visitor numbers.

Case Study

Optus, a telco brand, developed a game plan to drive long-term growth in Australia, which harnessed the determination and charm of athlete Usain Bolt.

Case Study

Canadian Club, a brand of Canadian whisky, launched a video campaign that made Australians question whether they actually like beer and showed them the perfect alternative, its Ready to Drink whisky.

Case Study

Swann Insurance, a motorcycle insurance specialist, launched inconvenience stores to give older riders in Australia an excuse to enjoy their passion for motorcycling.

Case Study

Lamb, a meat brand by Meat & Livestock Australia (MLA), transformed a business experiencing five years of flat-line sales with the You Never Lamb Alone campaign.

Case Study

P&O, a British cruise line, increased bookings for its South Pacific cruises in its busy January period by launching a humorous TVC and online content films in Australia to showcase what it has to offer.

Case Study

Velocity Frequent Flyer, the loyalty program of Virgin Australia, launched a campaign that used the mistake of a fake intern to convince its customers to transfer their reward points over from their bank.

Case Study

Officeworks, an office supplies store chain, increased sales and brand sentiment in Australia by launching an emotive video campaign that showed parents that shopping at Officeworks was the smart thing to do.

Case Study

BabyLove, a brand of nappies, successfully launched its new product, nappies for premature babies, by creating an app to provide a community for parents of premature babies in Australia.

Case Study

Leggo's, an Italian cuisine brand, increased sales in Australia and established a clear lead over competitor, Dolmio with its character of an Italian-Australian Nonna.

Case Study

Aldi, a value supermarket, was able to increase quality perceptions during its Christmas campaign by tapping into the needs of Australian households.

Case Study

Mitsubishi, an automotive brand, reclaimed its expertise as an affordable and reliable SUV company by launching a range of brand, product and dealer communications in Australia.

Case Study

Officeworks, an office supplies retailer, stimulated sales growth in Australia by changing its brand strategy from a value retailer to one that promotes creativity and achieving aspirations.

Case Study

Ipswich City Council's Economic Development Department embarked on a transformational three-year program for the region's tourism economy as it was tasked with significantly increasing the Australian domestic overnight visitor market.

Case Study

Ford, a car manufacturer, was able to market its Mustang model to a wider audience in Australia by using highly contextualised ads to target consumers during everyday moments.

Case Study

Defence Force Recruitment, a recruiter for the Australian Defence Force, positioned itself as a 21st Century employer by driving operational change that delivered record recruitment rates.

Case Study

U by Kotex (UbK), a feminine hygiene brand, produced a TV and social campaign in Australia that broke category conventions by showing that women can achieve cool things, whether they're on their period or not.