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Article

Analyses the key themes and summarises the winning case studies from the 2018 Effective Innovation category in the WARC Awards, and presents the views and opinions of the judges.

Case Study

Personal care brand Aveeno used a data strategy to deliver addressable creative encouraging consumers to explore its product line in the US.

Case Study

New payment option Hotlink Cash Online newsjacked a popular internet trend to increase uptake of its payment service among Malaysians.

Case Study

Diet brand Verena Sure circumvented strict government regulations by using its own digital and social media platforms to launch its over-the-counter product in Thailand.

Case Study

Narayana Health, a chain of hospitals in India, used a stealth campaign to increase breast self-exam rates in the country.

Case Study

Over-the-counter brand Vicks used long-form video, distributed purely on social media, to reignite affinity, trust, and respect for the brand in India.

Case Study

Malaysian online marketplace mudah.my targeted Chinese Malaysians with a humorous social media campaign, filmed in their local dialect, to boost site listings during Chinese New Year.

Case Study

Taj City, a luxury property development in Cairo, used a social-media-based campaign to attract new residents.

Case Study

Gandour, Lebanon's leading food manufacturer, used a playful approach to introduce a new flavour for its iconic product and encourage consumer uptake.

Case Study

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

Case Study

Deodorant brand Rexona used a youthful, locally flavoured campaign to raise its profile and grow sales in the Egyptian youth market.

Research Paper

The effectiveness of online versus offline promotional communication is an important marketing issue.

Case Study

MJ Bale, a men’s fashion brand, promoted its new cool wool suits in Australia by getting a weatherman to wear them in four extremely hot locations.

Case Study

David Sheldrick Wildlife Trust (DSWT), a charity that aims to save elephants from extinction, was able to raise awareness in Australia for elephant deaths that arise from a loss of habitat by introducing and translating elephant communications.

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

Myer, a department store, was able to reverse declining year-on-year sales in Australia by using the world's first clickable six-second bumpers.

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.

Article

Deluxe, the check printing and business-services company, has reinvigorated its brand through focusing on small enterprises.

Article

Global strategies, campaign updates and trends in the cleaning products category.

Article

This report, conducted by Omnicom Media Group’s Benchmarketing, examines out-of-home ROI and media mix optimization for seven key product categories: Automotive, consumer electronics, CPG food & drink, retail grocery, retail – non grocery, finance and banking, and restaurants and coffee shops.

Case Study

Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.

Case Study

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.

Case Study

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

News

IRVINE, CA: An experimental campaign for prepaid mobile brand Boost that departed from category norms improved sales and brand health metrics with no media budget – and won an effectiveness award at the Cannes Lions Festival.

Case Study

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.