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Brand partnerships

Brand

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What we know about brand partnerships

Article • WARC Best Practice, December 2018

Provides guidance and reading on a now common aspect of brand building – partnerships – in which two or more brands collaborate for mutual benefit.

OPPO targets European sporting events

News • 17 June 2019

OPPO, the Chinese smartphone maker, sees Europe as essential to its global expansion ambitions and is leveraging sports sponsorship – including the current Cricket World Cup – as a central part of that aim.

Lacoste: Save Our Species

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lacoste, the clothing company, raised awareness of endangered species and IUCN in the US when it replaced its iconic crocodile polo with other endangered animals.

Busan Metropolitan Police Agency: Stop Downloadkill

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Busan Metropolitan Police Agency, a police department in South Korea, created fake voyeur videos that used scare tactics to decrease circulation of such videos across the country.

Toyota Motor Corporation: Nbc + Paralympics

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Toyota, the automotive brand, influenced the coverage of the Olympic and Paralympic Games to ensure they were equal in US broadcasts.

Stayfree: Project Free Period

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Stayfree, a feminine hygiene brand, used the power of two taboos, periods and prostitution, to draw attention to women's employment potential in India and achieve 19% growth for the brand.

CALM: Project 84

Case Study • Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2019

The Campaign Against Living Miserably (CALM), a UK charity, created a striking public installation to increase awareness of male suicide and suicide prevention.

Unesco, The New York Times And Participating News Organizations: Read More. Listen More.

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The New York Times, a news publication, encouraged its readers in the US to step out of their political echo-chambers on World Press Freedom Day.

Cigna: TV Doctors Of America – Season 2

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Cigna, the American health insurance company, increased annual check ups and customer numbers through the “second season” of its TV Doctors of America campaign.

Dorina Nowill Foundation For The Blind: Braille Bricks

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Dorina Nowill Foundation for the Blind, a non-profit aiming to help blind people, created a literacy tool for visually impaired children in Brazil by creating Braille Bricks, a braille alphabet formulated out of toy bricks.

Canon Vs Smartphone

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Canon, a camera brand, rebuilt Canon camera relevance and sales, launched a three-phase campaign in the US that smashed preconceptions and let people rent a Canon to prove its superiority over a smartphone camera.

Ford: Feel The View

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Ford, the American motor company, raised awareness about visually impaired people in Italy through a device that turned a car window into a tactile screen.

Kwality Dairy: Making Vitamin D A Part Of Children's Timetable

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Kwality Dairy, an Indian company that processes and handles dairy products, tackled the problem of vitamin deficiency among Indian children through a campaign centred around school assemblies.

Subway: Subway Live Feed 2017

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Subway, a fast food restaurant, increased sales globally by launching a one-day activation that offered a free sub and gave a meal to the hungry for every sub purchased.

Tesco: Food Love Stories

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Tesco, the supermarket chain, used storytelling to persuade people in the UK that it cared about the quality of the food it sold, and was not "too big to care".

Tesco: Wicked Kitchen

Case Study • Design Business Association, Bronze, 2019

Wicked Kitchen, a plant-based ready meal brand made exclusively for supermarket Tesco, launched its brand with packaging that featured a chef’s knife, alluding to skilled chefs, to increase sales in the UK.

P&G: Always Fights to #EndPeriodPoverty

Case Study • SABRE Awards, EMEA, Consumer Health, Gold, 2019

Feminine hygiene brand Always employed an influencer campaign, backed by TV and a charity partnership, to highlight the problem of period poverty in the UK and boost sales of its pads.

Elvie: Elvie Pump on the catwalk at London Fashion Week

Case Study • SABRE Awards, EMEA, Consumer Marketing (New Product), Gold, 2019

Elvie, the brand that pioneers smart technology for women, used a live stunt at London Fashion Week to launch its Elvie Pump breast pump globally.

Carabao: We Are Female Fans

Case Study • SABRE Awards, EMEA, Marketing to Women, Gold, 2019

Energy drink brand Carabao created a media relations campaign based around Google image searches to showcase the brand’s ethos as one that resonated with young women in the UK.

Huawei: The Frequency of Love

Case Study • SABRE Awards, EMEA, Mediterranean, Gold, 2019

Mobile phone operator Huawei took a 360-degree approach, linking the power of artificial intelligence and whale song to sustain the launch of its Mate 20 Pro smartphone in Italy.

McDonald's UK: Food, restaurants and people: promoting and protecting McDonald's license to operate

Case Study • SABRE Awards, EMEA, Corporate Media Relations, Gold, 2019

Fast-food brand McDonald’s delivered a reputation communications strategy that positioned it as a business changing for the better, to maintain and deepen trust among audiences in the UK and Ireland.

Huawei: Waistcoat's Coming Home

Case Study • SABRE Awards, EMEA, Guerrilla Marketing, Gold, 2019

Mobile phone brand Huawei created a social media campaign around England football manager Gareth Southgate’s waistcoat to generate mass awareness of the brand in the UK during the FIFA World Cup 2018.

Berliner Verkehrsbetriebe (BVG): BVG x adidas - The Ticket-Shoe

Case Study • SABRE Awards, EMEA, Integrated Marketing, Gold, 2019

BVG, Berlin's public transport system, joined forces with adidas and created a limited edition sneaker with a built-in annual pass, to boost its street credibility in the city.

Square: Square: Digital Towns

Case Study • SABRE Awards, EMEA, Financial Services, Gold, 2019

Electronic mobile payment company Square took a boots-on-the-ground approach to raise its profile among small business owners, and reach national and local influencers for its launch in the UK.

Clear Channel: The Out of Home Project

Case Study • SABRE Awards, EMEA, Business-To-Business Marketing, Gold, 2019

Out-of-home operator Clear Channel showcased the real-time capabilities of its digital screens with a data-driven campaign to point homeless people towards shelters in Sweden.