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The benefits of using media to surprise and delight

Opinion • Mario Morby, April 2021

Mario Morby discusses how brands including Help for Heroes, Head & Shoulders and wagamama deployed unexpected media touchpoints to increase campaign effectiveness.

What we know about cinema advertising

Article • WARC Best Practice, March 2021

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.

BT: Flexible BT TV Launch - Cinema Activation

Case Study • DMA (UK), Gold, 2020

BT TV, a subscription TV service, brought its flexibility to life by pranking cinema-goers to make people take notice.

wagamama: From Bowl to Soul

Case Study • Becky Geiringer, Jane Dorsett, Maria O'Conner, WARC Media Awards, Silver and Path-To-Purchase Award, Effective Channel Integration, 2020

Restaurant chain wagamama put cinema at the heart of a UK multichannel campaign to encourage 'Urban Butterflies' to visit its restaurants more often.

Stirring souls and selling bowls the wagamama way, through the secret power of cinema

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

British restaurant chain wagamama outperformed the market during the 'casual dining crunch' by using cinema to launch its campaign From Bowl to Soul.

OldTown White Coffee: Anything is Pause-able with OldTown White Coffee

Case Study • Galen Lau, Su Ling Chan, WARC Awards for Asian Strategy, Entrant, 2020

Coffee brand OldTown White Coffee increased sales and market share by targeting millenials with a multichannel campaign.

OMO: Post-Credit Wash

Case Study • Roy Khachan, Remie Abdo, WARC Prize for MENA Strategy, Bronze, 2020

Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.

Facebook: Beyond the Screen

Case Study • SABRE Awards, Gold, EMEA, 2020

Facebook, a social media platform, improved consumer perception in the UK by launching a feature film that showed the positive impact Facebook can have in real life, beyond the screen.

Jeep: Champion of Adventure at the Winter X Games

Case Study • WARC Cases, 2019

Car brand Jeep refreshed its sponsorship of the Winter X Games in Aspen, Colorado, through an immersive experience that increased leads for its Wrangler vehicles.

OldTown White Coffee: Anything is Pause-able

Case Study • Su Ling Chan, Galen Lau, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Coffee brand OldTown White Coffee increased sales and market share by targeting millenials with a multichannel campaign.

Toyota: Pudgy, a dog with infinite energy

Case Study • WARC Cases, 2019

Car manufacturer Toyota increased sales of its hybrid vehicles in Costa Rica through a humorous commercial that showcased the benefits of hybrid technology.

Google Assistant: OK Google, start the movie

Case Study • WARC Cases, 2018

Tech company Google raised awareness of its Assistant’s use cases in Germany through a cinema execution.

Renault: Dragon's Cave – The Return

Case Study • WARC Cases, 2019

Automaker Renault launched its Kwid Outsider model in Brazil through a film which appealed to pop-culture fans and was promoted Hollywood-style.

Ancestry: Railroad Ties

Case Study • SABRE Awards, IN2, North America, Best in Brand Film/Video, 2020

Family history company, Ancestry used a short TV documentary to bring its data to life and appeal to the descendants of slaves in the US.

The Brand Benefits Study

Research Paper • MRS Awards Papers, Finalist, MRS Award for Media Research, 2019

Pearl & Dean, a cinema advertising company, utilised a unique implicit testing methodology to prove that cinema is instrumental in benefiting brands in the UK.

RNLI: Float to live

Case Study • APG (UK), Entrant, 2019

Charity Royal National Lifeboat Institution (RNLI) launched a campaign in the UK giving instructions on how to best react when falling unexpectedly in cold water.

What’s working in cinema

Article • WARC Category Intelligence, October 2019

Global strategies, campaign updates and channel trends in cinema.

Petco: Holiday Tails

Case Study • ARF Ogilvy Awards (US), Bronze, 2019

Petco, a pet care brand, encouraged US shoppers to shop in its stores over the holiday season by launching an emotive film that celebrates the power of giving.

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.

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.

What we know about cinema advertising

Article • WARC Best Practice, March 2021

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.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Global Ad Trends: The Adspend Outlook

Data • James McDonald, Rob Clapp, WARC Data, February 2020

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment forecasts by medium, market, platform and product category.
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.
Global advertising spend to fall by 8.1% in 2020

Data • Rob Clapp, WARC Data Points, May 2020

An overview of advertising spend forecasts for 2020 by market, product vertical, media and format.
How cinema can challenge the rise of in-home movie premieres

Article • Alex Brownsell, WARC Exclusive, June 2020

Advice for cinema companies on how to revive consumer interest in the medium after COVID-19 lockdown restrictions have been lifted.