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Case Study

Philips, an electronic appliances brand, was able to convince Koreans that their clothing iron can make the laborious task of ironing much easier.

Case Study

Hennessy, a cognac house, launched its Find What Matters campaign in Greater China to strengthen its emotional appeal to Chinese consumers.

Case Study

Shell Myanmar, an oil and gas company, introduced a road safety initiative focusing on the Yangon-Mandalay highway in partnership with the Myanmar Red Cross Society (MRCS) and Global Road Safety Partnership (GRSP).

Case Study

Australian Macadamia, an industry body, created a program to instill a sense of emotion and national pride in the macadamia industry.

Case Study

Ministry of Food Processing Industries (MoFPI), a ministry of the Government of India, organised World Food India (WFI), India's first-ever global investor summit in the food processing sector to re-energise India's food processing sector.

Case Study

The Coca-Cola Foundation, a charitable organisation, helped to highlight stories of bullying to people in Taiwan via its 'Story Vending Machine' and campus tours.

Case Study

Froebel-kan, a producer of picture books and educational toys, launched a project to shift the focus on Japan's deep-rooted preference for children's academic credentials over their creativity.

Case Study

Microsoft, the technology company, increased awareness of the dangers of using false Microsoft products in Myanmar by launching an event with a fake influencer to show that a pirated version will never be as good as the real thing.

Case Study

The Hong Kong Association of Psychosocial Rehabilitation (HKAPR), a psychiatric rehabilitation company, increased awareness and enhanced governmental changes by creating a flashmob and video series with a famous influencer.

Case Study

The Vodafone Foundation, a charity focused on delivering public benefit through the application of technology, increased awareness of its cancer research app DreamLab by changing the job titles of Australian influencers on LinkedIn.

Case Study

Ben & Jerry's, a manufacturer of ice cream, frozen yoghurt and sorbet, raised awareness of its support for marriage equality in Australia by banning the sale of two scoops of the same flavour ice cream across its stores.

Case Study

Nvidia, a computer game company, convinced Chinese gamers that its deal with Nintendo wouldn't compromise the quality of Nintendo games by holding a gaming livestream event with influencers.

Case Study

Hotels.com, a hotels booking website, increased brand awareness and share of voice in Thailand and Taiwan by launching a new pug mascot to engage with millennials.

Case Study

Jetstar Asia, a budget airline, encouraged Singaporeans not to travel during the Lunar New Year period in order to build an emotional connection with local consumers and increase brand love.

Case Study

Adidas, a clothing and accessories manufacturer, promoted the launch of FC Bayern Munich's new football kit in Singapore by creating a live event with the team itself.

Case Study

Ford, an automotive brand, maintained a valued relationship with its dealers and encouraged test drives of its vehicles in China by launching an auto vending machine at a live Q&A event.

Case Study

Lotte Group, a Korean-Japanese conglomerate, increased brand sales of its ice cream brand, SOH, in Japan by launching spoons shaped like pencils and encouraging consumers to draw pictures on their ice cream.

Case Study

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign connecting Olympic popularity with its portfolio of brands, creating fun consumer engagement to drive sales in China.

Case Study

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

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

Quick-service restaurant brand KFC used a collaboration with a ghost-hunting game to increase restaurant traffic and sales, by appealing to a young audience in China.

Case Study

Environmental organisation Greenpeace used art and social media to call on Asian leaders attending the ASEAN Summit in the Philippines to tackle plastic pollution in the oceans.

Case Study

Toilet cleaner brand Harpic used a multi-channel campaign to encourage behaviour change and unlock demand for the brand in rural India.

Gunn Report

Lebanese supermarket chain Bou Khalil used an integrated strategy to tackle the problem of gender inequality and to be seen as a driver of change and innovation.

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.