Australia & New Zealand

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ThinkTV: Be TV certain

Case Study • WARC Awards for Effectiveness, Entrant, Business-to-Business, 2021

ThinkTV, a research and marketing organisation, created a campaign to promote TV advertisement in Australia.

One in five consumers now trusts the healthcare industry more

Data • Cinzia Petio, WARC Data Points, June 2021

An overview of consumers' trust in different industries across 15 countries.

KFC Australia: Long-term brand story

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

Quick service restaurant KFC ran a multi-year, multi-channel campaign to grow awareness, brand health and sales in Australia based on the cultural value of being a free-spirited 'larrikin'.

KFC Australia: Did someone say KFC? News layer

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Fast-food chain, KFC, devised a new marketing model to drive both short-term sales and long-term brand success in Australia.

KFC Australia: Viewer verdict

Case Study • WARC Awards for Effectiveness, Shortlisted, Customer Experience, 2021

Fast-food brand, KFC, leveraged a behavioural nuance of sports fans to acquire app users and grow sales in Australia.

NRMA Insurance: Every home is worth protecting

Case Study • WARC Awards for Effectiveness, Shortlisted, Sustained Growth, 2021

NRMA Insurance needed to reverse declining home insurance sales and shares in Australia as a premium-priced product in a value-driven category.

B Honey: The Purple Hive Project

Case Study • WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Food company Bega Foods Limited launched its B honey brand in Australia with an AI-driven beehive project to educate consumers about the dangers of the Varroa destructor mite.

KFC Australia: Michelin Impossible

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Fast-food chain, KFC, shifted perceptions around its food quality with a bold quest to gain a Michelin Star for one of its restaurants in Australia.

#artoninstagram: Engaging with art in the era of the selfie

Research Paper • Chiara Piancatelli, Marta Massi, Andrea Vocino, Int. Journal of Market Research, Vol. 63, No. 2, 2021, pp. 134-160

This study aims to understand how people engage with art in the era of selfies, digital devices, and social media.

Global Marketing Index: May 2021

Data • Zoe McCready, WARC Data, May 2021

This article summarises the results of the Global Marketing Index for May 2021, when global marketing budgets maintained highest ever rates of growth.

53% of APAC consumers say in-store product discovery is easier

Data • Rob Clapp, WARC Data Points, May 2021

An overview of consumer opinion in Asia Pacific on brand/product discovery and understanding product quality when shopping online.

81% of consumers are omnichannel shoppers

Data • Rob Clapp, WARC Data Points, May 2021

An overview of online and offline purchase journeys across 17 different markets.

Australia, Media consumption overview, 2013-2020

Data • WARC Data, May 2021

This report provides an overview of media consumption trends in Australia between 2013 and 2020.

Media Owner Profile: JCDecaux, Regions

Data • Rob Clapp, WARC Data Points, May 2021

This Media Owner Profile of JCDecaux includes data on advertising revenue by region and market.

Global Marketing Index: April 2021

Data • Zoe McCready, WARC Data, April 2021

This article summarises the results of the Global Marketing Index for April 2021, when global marketing budgets and staffing levels saw the highest ever rates of growth.

24% of young Australians say social media gives them anxiety

Data • Marte Aune, WARC Data Points (GlobalWebIndex), May 2021

A summary of Australian consumers' experiences of mental health and social media.

Australia, Second screening

Data • WARC Data Points (GlobalWebIndex), May 2021

An overview of second screening (using another device while watching TV) in Australia.

Australia, Ad blocking

Data • WARC Data Points (GlobalWebIndex), May 2021

An overview of ad blocking in Australia.

CTV’s share of online video impressions has quadrupled since 2016

Data • Cinzia Petio, WARC Data Points, April 2021

An overview of video impressions by device since 2016.

Our pets as the perfect “wellness” partners to boost personal health and brand wealth

Article • Susan Coles, WARC Exclusive, Spotlight Australia, April 2021

Companion animal health is a growing sector in Australia and provides a lucrative opportunity for brands to innovate within or connect to, says Ogilvy’s Susan Coles.

Price, service and wellness: Why wellbeing is the new battleground for brands

Article • Moensie Rossier and Hamish Cargill , WARC Exclusive, Spotlight Australia, April 2021

Moensie Rossier of branding agency Principals and Hamish Cargill of Principals’ brand voice arm XXVI argue that organisations that are overly focused on the core business are missing out on the greatest positive change to brands in a generation.

Authenticity: The most important currency in wellness that brands can earn

Article • Linda Fagerlund, WARC Exclusive, Spotlight Australia, April 2021

Carat’s Linda Fagerlund outlines how the stakes are now higher for brands that want to establish a meaningful presence in the wellness space.

Are you well? Lessons for brands looking to join the wellness movement

Article • Luke Haynes, WARC Exclusive, Spotlight Australia, April 2021

M&C Saatchi FABRIC’s Luke Haynes outlines some key considerations for brands looking to put wellness at the centre of strategic plans.

How can Australia’s marketers build health and wellness into brand strategy?

Opinion • Gabey Goh, April 2021

Thanks to COVID-19, consumers are now thinking about health and wellness beyond the traditional definition of “eating healthy and exercising”. In this edition of Spotlight Australia, WARC Asia Editor Gabey Goh looks at how brands can tap this growing opportunity.

Health and wellness: Consumer sentiment data

Article • WARC Exclusive, Spotlight Australia, April 2021

Analyses data from ongoing surveys of Australian consumers, provided by GWI and covering the regularity of lifestyle activities, what Australians consider important in life and how good people are at talking about mental health.

Why Unilever believes “consumers are dead”

Article • Andrea Sophocleous, Event Reports, WFA Global Marketers' Conference, March 2014, pp. 0-0

This event report discusses why Unilever, the FMCG giant, believes the idea of the "consumer" is flawed.
DB Export: I'm Drinking It For You

Case Study • Ahmad Salim, James Tucker, WARC Awards, Grand Prix and Best Multiplatform Award, Effective Content Strategy, 2020

Beer brand DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low Carb beer in New Zealand.
BigPond - Why emotional differentiation wins

Case Study • Hristos Varouhas, Jamie Mackay and Kent Pearson, Account Planning Group Australia, Grand Prix, Creative Planning Awards, 2006, pp. 0-0

Despite significant marketing investment, prior to mid 2004 growth in the Australian broadband internet market had stalled at around 6% household penetration, well below that of similar OECD countries like UK, Canada and South Korea at the time.
Chobani: #PlainInspiring

Case Study • Maria Gioffre, WARC Prize for Social Strategy, Silver and Special Award for Analytics, 2015

This case study explains how Chobani, the yoghurt brand, built its premium positioning and encouraged people to eat more yoghurt with a social media campaign in Australia.
Half of consumers to shop online more after COVID-19

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), July 2020

An overview of consumer activities after the novel coronavirus (COVID-19) outbreak ends, including shopping online, exercising at home, using mobile payments and using food delivery services.
The Digital Brand Effect: How digital advertising builds brands and delivers long-term brand impact

Article • Allan Breiland and Natalie Stanbury, WARC Exclusive, March 2020

Offers an overview of a recent study by IAB Australia and Kantar into the effect of digital media on brand building.