Europe

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McDonald's Polska: Welcome to McDonald’s Team!

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

Fast food brand McDonald’s used a multiplatform approach to boost its image as a good employer and attract employees of all ages in Poland.

Greenpeace: To The Last Tree Standing

Rankings • WARC Media 100, 2019

To raise awareness of illegal logging in Poland, environmental organisation Greenpeace created a virtual copy of a targeted forest on Minecraft and revealed how it would feel to have just one tree standing.

Gotcha! Realism of comedic violence and its impact on brand responses: What's so funny about that bloody ad? The moderating role of disposition to laughter

Research Paper • Malgorzata (Mag) Karpinska-Krakowiak, Journal of Advertising Research, Digital First, February 2019

Two experimental studies in Poland examined how perceived and manipulated realism of comedic violence may influence consumer responses to brands.

Greenpeace: To The Last Tree Standing

Rankings • WARC Creative 100, 2019

Head & Shoulders: Steal your boyfriend's shampoo

Case Study • Matylda Tomaszewicz, Maja Konieczka, WARC Media Awards, Bronze, Effective Channel Integration, 2018

P&G shampoo brand Head & Shoulders used a multi-channel campaign led by footballer brand ambassador Robert Lewandowski and his wife to appeal to female customers in Poland.

Samsung: The Missed Spaceflight

Case Study • MIXX Awards, Bronze, Virtual and Augmented Reality, 2018

Samsung, a multinational conglomerate, recreated the historical Soyuz 30 spaceflight using Samsung Galaxy S8 and Gear VR, to support the launch of the products in Poland.

Microsoft: Surface AntyLuwr

Case Study • SABRE Awards, Gold Sabre Award For Technology: Hardware, EMEA, 2018

Microsoft, a technology company, launched a campaign in Poland to market the creative features of the New Surface Pro, Microsoft 2in1 device.

USP Zdrowie: Inovox Express

Case Study • Design Business Association, Silver, 2018

Inovox Express, an OTC throat lozenge brand, launched its brand with a stand out name and new, bright logo, in order to take on large brands as a new challenger in Poland.

The views and perceptions of managers on the role of marketing research in decision making

Research Paper • Piotr Tarka, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 67-87

In this article, the author conducts an empirical diagnosis of managers' views and perceptions in the context of use of information obtained from marketing research in decision-making processes.

Cini Minis: Warm Milk Crazy Talent

Case Study • Alexandre Sanou, WARC Awards, Entrant, Effective Social Strategy, 2017

This case study shows how Cini Minis, a cereal brand, increased consumer engagement with Polish teenagers by mirroring one of the country's most popular shows.

Szlachetna Paczka: Five Fake Films - a charity campaign against poverty

Case Study • AME Awards, Bronze, 2017

This case study explores how Szlachetna Paczka, a charitable organisation campaigning against poverty, launched a campaign in Poland to raise awareness of poverty within the country.

CWS-Boco: Safe at Work Coalition

Case Study • SABRE Awards, Gold, EMEA, The Baltic, 2017

The Safe at Work Coalition was founded in Poland to raise awareness of the issue of safety at work in Poland through content and PR.

Homecooking with Wedel

Case Study • Agnieszka Petla and Jacek Wlazlo, WARC Media Awards, Shortlisted, Effective Channel Integration, 2016

This case study describes how Wedel, a chocolate brand from Poland, increased its appeal to younger consumers by stepping outside the commercial break.

Internet Banking Design: Building an intuitive internet banking system based on customers' needs

Research Paper • Tomasz Opalski, ESOMAR, Big Data, November 2016

This paper examines how ING Bank in Poland built an internet banking system based on customers' needs, through a 'User Centered Design' methodology.

Vype: Keeping it simple

Case Study • European Association of Communications Agencies, Finalist, Euro Effies, 2016

This case study describes how Vype, the e-cigarette brand, launched in the UK, France, Italy, and Poland, by rejecting conventional vaping ads that replicated 20th century tobacco advertising.

Deutsche Telekom: Wi-Fi Dogs

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes how Deutsche Telekom, a German telecoms company, changed customer behaviour and increased sales with the help of a humorous 'mockumentary'.

The Transition: Grupa Azoty's rise from Poland's national champion to a European leader

Case Study • SABRE Awards, Gold, EMEA, Industrials and chemicals, 2016

Grupa Azoty, a Polish fertiliser manufacturing company, successfully increased brand awareness and became a recognisable member of important international business agencies by directly contacting and participating in media activities and positioning itself as a business expert.

Polish Chamber of Books: #SaveBooks

Case Study • SABRE Awards, Gold, EMEA, Baltic, 2016

The Polish Chamber of Books (PIK), a commercial institution, successfully passed a bill that established a fixed price for new publications released in Poland, by launching a campaign that highlighted the damages of not passing such an act.

CEE advertisers neglect second screen

News • 25 November 2015

WARSAW: Internet users across Central and Eastern Europe (CEE) regularly go online using smartphones and tablets while watching television, but advertisers in many markets are failing to take full advantage of this trend, according to a new report.

Lenor: More than laundry

Case Study • European Association of Communications Agencies, Gold, Euro Effies, 2015

This case study showcases how Lenor, a fabric enhancer, replaced the existing dual communication model in Western and Central-Eastern European markets with a pan-regional one, appealing across cultures.

Kaktus Ice Cream: Republic of Cactus

Case Study • Miroslaw Smolewski, WARC Prize for Social Strategy, Entrant, 2014

This case study describes how Nestle set out to increase sales of Kaktus Ice Cream in Poland by creating a communications platform called 'Republic of Cactus', which aimed to integrate the promotional activities across all channels.

nju mobile social media strategy

Case Study • Tomasz Matuszewski, Rafal Broniarek and Mateusz Mentlewicz, WARC Prize for Social Strategy, Entrant, 2014

This case study explains how Orange, the mobile network provider, launched a new low-cost mobile operator in Poland using social media.

Nescafe: Conqueror of the coffee lover's hearts

Case Study • Miroslaw Smolewski, WARC Prize for Social Strategy, Entrant, 2014

This case study describes a social media campaign in Poland by Nestle, the coffee brand, which made use of content and competitions.

FRISKIES: Family movie chronicle - Movie production done by cats and dogs

Case Study • Miroslaw Smolewski, WARC Prize for Social Strategy, Entrant, 2014

This case study describes a campaign by Nestle, the food and beverage company, to promote its Friskies pet food brand in Poland, largely through social media.

How to motivate people to save more money?

Research Paper • Dominika Maison and Tomasz Opalski, ESOMAR, CEE Research Forum, Bucharest, March 2014

This paper argues that traditional indicators of financial behaviour are flawed, and that in Eastern Europe, in particular reference to Poland, psychological factors are more important.

Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
How to develop an effective customer experience strategy

Article • John Sills, WARC Best Practice, April 2018

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.