Advertising best practice, evidence and insights

Article • WARC Best Practice, April 2019

The latest research on advertising in cinemas shows that movies are seeing a resurgence in popularity among young and senior audiences alike – and that cinemas are a positive environment in which people are more emotionally engaged, and receptive to advertising.

What’s working in cinema

Article • WARC Category Intelligence, January 2019

Global strategies, campaign updates and trends in cinema.

How to use cinema effectively in the media mix

Article • Michael Tull, WARC Best Practice, June 2017

This article explains how using cinema in the media mix can help build brands and deliver impact and cost efficiency in today's cross-media landscape.

Brand Purpose and Cinema

Research Paper • Doug Pulick, Sarah Barasch, Jennifer Friedlander and Fiona Blades, ARF Experiential Learning, AUDIENCExSCIENCE, April 2019

Using a new global study, NCM, a wholesaler, and ScreenVision, a media company, put cinema under the spotlight and compared its performance with all other media channels, from TV to digital.

AT&T: The Face Of Distracted Driving

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

AT&T, a telecommunications company, highlighted the dangers of distracted driving by launching a cinema ad that featured two real victims of distracted drivers.

Great Ormond Street Hospital: Superhope

Case Study • SABRE Awards, EMEA, Healthcare Providers, Gold, 2019

Great Ormond Street Hospital (GOSH), the UK children’s hospital, launched an integrated campaign, based on patients as superheroes, to raise awareness of its work and drive patient referrals from Gulf Co-operation Council (GCC) states.

Audi Spain: Ever After

Case Study • Patricia Miret, Patricia Urgoiti, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Audi, the international automobile manufacturer, improved brand perception and sales among consumers by breaking stereotypes and reinforcing a message of equality in a historically male-dominated industry.

Cinema ‘turbocharges’ channel planning in combination with TV and online media

Article • Alex Brownsell, WARC Exclusive, April 2019

MESH Experience, the market research company, presented new research into cinema media in a WARC Webinar alongside National CineMedia and Screenvision Media.

Cinema as a superhero medium

Article • Fiona Blades, Doug Pulick and Sarah Barasch, WARC Webinars, March 2019

Fiona Blades, president and chief experience officer at MESH Experience, Doug Pulick, SVP of research at National CineMedia and Sarah Barasch, SVP of insights and measurement at Screenvision Media, analyse how cinema compares to all other touchpoints.

The Diamond Concierge: The Surprisal

Case Study • Benjamin Davis, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

The Diamond Concierge, an Australian online diamond retailer, launched an integrated campaign to raise awareness and demystify the purchase of diamonds among a non-expert, male audience.

How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.

Biti’s: Reinvent the Vietnamese Origin Legend - Sons of the Fairy and The Dragon

Case Study • MMA Smarties, Gold, Vietnam, 2018

Biti's Kids, a footwear brand, achieved 36% incremental growth by launching an animated film for parents and children in Vietnam.

Toyota: Toyota RAV4 Adventure Grade: Alleviating Fear Through Community

Case Study • Jay Chiat Strategic Excellence Awards, Shortlist, Product/Service, 2018

Toyota, an automotive brand, introduced its RAV4 SUV vehicle to African Americans by creating horror movie tropes to show that they are welcome in the outdoors.

National Art Pass: The art of effectiveness

Case Study • Joe Smith, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018

Art Fund, an independent membership-based British charity, increased awareness of its Art Pass in the UK by launching a multimedia campaign, which included a film and Student Art Pass Tinder profile.

From luxury to mainstream: How Godiva democratised luxury

Case Study • Adele Meer, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Godiva, a Belgian chocolate manufacturer, communicated with its audiences in the UK and the US via a single campaign that 'democratise luxury' from boutiques to mainstream luxury shopping aisles.

Nissan: A Micra Revolution - Smashing conventions and European sales. How a bespoke Irish campaign rescued a brand

Case Study • Institute of Advertising Practitioners in Ireland, Grand Prix, ADFX Awards, 2018

Nissan, a multinational automobile manufacturer, revitalised a dying car in a declining segment by launching a film in the Republic of Ireland, which broke category conventions and shattered preconceptions of its brand.

The role of premium multi-screen video in an ad campaign

Article • Marianne Vita, WARC Best Practice, September 2018

Focuses on the role and effectiveness of premium multi-screen video in a marketer’s video plan and identifies six key elements of a strong video ad platform.

Canada Goose: Out There

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Canada Goose, a clothing brand, increased sales and brand awareness across Europe and North America by launching an integrated campaign that told the stories of five outstanding Canada Goose consumers through an interactive film.

Cochlear: The Hearing Test in Disguise

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Cochlear, a hearing implant brand, created a hearing test in disguise in Australia by launching a film with two possible outcomes depending on the viewer's hearing ability.

From boutiques to grocers: How Godiva democratised luxury

Case Study • Marketing Society UK, Excellence Awards, Winner, Brand extension, 2018

Godiva, a Belgian chocolatier, looked beyond its traditional chocolate boutique stores and took its luxury products into supermarkets in the UK through a visual campaign that broke category conventions.

Das Handwerk: Weg des Meisters - The Way of the Master

Case Study • AME Awards, Bronze, 2018

Das Handwerk, the German confederation of craftsmen, created a movement to encourage young people in Germany to pursue crafts as a career.

Burger King: BK Loving 'It'

Case Study • SABRE Awards, Gold Sabre Award For Publicity Stunt, EMEA, 2018

Burger King, a fast food chain, launched the Loving 'It' campaign in Germany to compete with its rival McDonald's and leverage the influence of horror movie, 'It'.

CommonWealth Bank: Migrant Banking

Case Study • AME Awards, Gold, 2018

The CommonWealth Bank, a banking brand, created a targeted campaign that aimed to increase brand familiarity and consideration among Chinese and Indian migrants in Australia.

Cineplex Entertainment: A Balloon for Ben

Case Study • Chris Daniels, Matt Sinuita, Heather Segal, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Cineplex Entertainment, a cinema chain in Canada, used an emotional animated film shared online to increase sales.

Prudential Financial: The El Paso Story – Journey from military career to civilian career

Case Study • Tracy Reilly, Zeida Camacho, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018

Prudential, the financial services company, used a video distributed through social media to raise awareness of the issue of unemployment among American veterans.