Effectiveness

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What we know about creativity and effectiveness

Article • WARC Best Practice, February 2019

Explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

The Royal Mint: The Great British Coin Hunt

Case Study • SABRE Awards, EMEA, Product Media Relations (consumer media), Gold, 2019

The Royal Mint, the producer of coins for Britain and 60 other countries, created a set of 10-pence coins featuring letters of the alphabet to encourage a new generation of coin collectors in the UK.

Gemeente Rotterdam: Pikpraat van Straat / 'Dicktalk' of the Street

Case Study • SABRE Awards, EMEA, Government Agencies, Gold, 2019

Rotterdam Council launched a multiplatform campaign to tackle street sexual harassment in the city.

ABSOLUT Vodka: True colors of Slovakia

Case Study • SABRE Awards, EMEA, Central Eastern Europe, Gold, 2019

Vodka brand Absolut used a multichannel campaign to raise brand awareness and take a stand against racism and xenophobia for its launch in Slovakia.

HP: HP Sprocket - #reinventmemories

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

Tech brand HP used an omnichannel, influencer-led campaign to relaunch its HP Sprocket, a wireless, pocket-sized printer, in the Netherlands.

NGO Vidchui: The Opera No One Heard

Case Study • SABRE Awards, EMEA, Not-For-Profit Organizations, Gold, 2019

Vidchui, an organisation that helps aurally impaired people, created a live opera stunt backed by social media to persuade young people in Ukraine to get their hearing checked.

INFINITI Middle East: Let the cars speak

Case Study • SABRE Awards, EMEA, Trade Show, Gold, 2019

Infiniti, the luxury division of Japanese carmaker Nissan, created an integrated campaign encompassing PR, social media, creative and digital, for the global launch of its QX80 model in the Middle East.

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.

Linkedin: #HearItFromMe

Case Study • SABRE Awards, EMEA, Professional Service Firms, Gold, 2019

LinkedIn, the online business and employment-oriented service, turned itself into a platform for women to increase sign-ups and change brand perception in Saudi Arabia.

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.

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.

Iceland Foods Ltd: The Christmas advert that never was

Case Study • SABRE Awards, EMEA, Cause-Related Marketing, Gold, 2019

Iceland, the frozen foods supermarket, ran an integrated media campaign to communicate its ban on palm oil and to show its Christmas TV ad, which had been banned from TV.

Hartwall Original Long Drink: The Greyest Day of The Year

Case Study • SABRE Awards, EMEA, Special Event, Gold, 2019

Finnish alcoholic drink brand Hartwall Original Long Drink created an integrated campaign to boost sales outside summer, while taking care not to flout Finland’s strict alcohol advertising rules.

MSD Romania: Protect her wings!

Case Study • SABRE Awards, EMEA, Best in Show, Platinum, 2019

Pharmaceutical brand MSD Romania created a multi-platform educational campaign to raise awareness of cervical cancer and boost HPV vaccination rates in the country.

Ford: WheelSwap

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

Car manufacturer Ford created a virtual reality tool to provoke behaviour change and understanding between cyclists and other road users in Europe.

Starling Bank: Helping a Challenger Bank Take Flight

Case Study • SABRE Awards, EMEA, United Kingdom and Ireland (Medium Budget), Gold, 2019

Challenger banking brand Starling employed a traditional PR approach to move from the fintech news websites to mainstream media.

Head & Shoulders: #GoScalpBrave

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

Shampoo brand Head & Shoulders launched a creative platform based on the England football team to drive awareness, engagement and sales of its Men Ultra shampoo in England.

Decathlon Bulgaria Ltd: Decathlon - Road to Malta

Case Study • SABRE Awards, EMEA, The Balkans, Gold, 2019

Sports and activity brand Decathlon created a multimedia campaign based around a running simulator to boost participation in sports in Bulgaria.

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.

Korn Ferry: The Global Talent Crunch

Case Study • SABRE Awards, EMEA, Global Programme, Gold, 2019

Global executive search firm Korn Ferry created a global, data-led thought leadership campaign to reinforce its talent capabilities and elevate its position from transactional headhunter to strategic advisor.

Starling Bank: #MakeMoneyEqual

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

Challenger banking brand Starling launched a multichannel campaign in the UK to drive new business and lead a conversation about gender stereotypes in finance.

IKEA: TOG-ether

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

Furniture retailer IKEA created a new duvet product, and used a gay couple to promote it and boost sales of bedding 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.

McDonald's: The smallest McDonald’s in the world

Case Study • SABRE Awards, EMEA, Word Of Mouth, Gold, 2019

Fast-food brand McDonald’s created a travelling restaurant in a bid to achieve strong sales of its summer menu and increase brand closeness and preference in the Netherlands.

VanMoof: The no bike' bike launch"

Case Study • SABRE Awards, EMEA, Product Media Relations (trade media) , Gold, 2019

Bike-meets-tech company VanMoof used a media relations strategy to launch its latest range of connected city bikes across the UK, France and Germany.

2018 IPA Effectiveness Awards: Insights from the winning campaigns

Article • WARC Exclusive, January 2019

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Cannes Lions 2018: Insights from the Creative Effectiveness winners

Article • WARC Exclusive, August 2018

Highlighting trends among the campaigns entered into the 2018 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, campaign duration, creative approaches and metrics.
Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.
WARC 100: Lessons from the world's top effectiveness campaigns 2018

Article • Rankings Articles, April 2018

This report analyses the world's top effectiveness campaigns, as ranked by the WARC 100, to uncover shared creative, media and measurement strategies.
Strategy Toolkit: How marketing works

Article • Strategy Toolkit, Strategy Toolkit

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.