Advertising best practice, evidence and insights

Royal Botanic Gardens, Kew: Smart advertising delivers record visitor numbers

Case Study • Data and Marketing Association, Gold, 2019

Royal Botanic Gardens, Kew, a non-departmental public body, increased footfall and ticket sales in the UK by launching a reformed search strategy to track and improve Google Ad Grant campaigns.

YouGov Ad of the Month – UAE: Global Village

Opinion • BrandIndex, November 2019

Global Village saw the biggest uplift in Ad Awareness in the UAE in October following the multicultural attraction’s re-opening campaign Global Village is the brand that has achieved the greatest uplift in its Ad Awareness in the UAE in October.

BiP (Believe in People) - American Artist: Promoting BiP and the Image of Public Art in Brazil

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2019

BiP (Believe in People), an anonymous North American graffiti artist, promoted itself in Brazil by creating a special mural for the Brazilian community, which was promoted though an event.

New York Public Library: Taking the Library out of the Library

Case Study • Jay Chiat Strategic Excellence Awards, Gold, Connection Strategy, 2019

The New York Public Library encouraged young people to continue reading by launching Insta Novels, a set of long-form stories published across the Instagram Stories feature.

National Arts Council: The A List

Case Study • SABRE Awards, Asia-Pacific, Branded Journalism, Gold, 2019

National Arts Council, a statutory board in the Ministry of Culture, increased awareness of the importance of arts and culture among Singaporeans by relaunching its A List project.

How asymmetric creativity delivers for MONA

News • 11 September 2019

When a brand owner is also a professional gambler, there are interesting new directions open to the marketing team, and The Museum of Old and New Art (MONA) in Hobart has exploited these to the full.

The Museum of Old and New Art (MONA) flouts marketing taboos with “asymmetrical” creativity

Article • Gabey Goh, Event Reports, Advertising Week APAC, July 2019

The Museum of Old and New Art (MONA), an arts venue known for hosting works based around taboo themes likes sex and death, has put creativity at the heart of its efforts to attract visitors.

Chinese consumers embrace cultural lifestyles

News • 26 August 2019

Chinese consumers are paying more attention to cultural and leisure activities than in the past, according to a new report that underscores China’s transformation from a primarily manufacturing economy to one more focused on services and ...

Comparing conspicuous consumption across different experiential products: Culture and leisure

Research Paper • Fred Bronner and Robert de Hoog, International Journal of Market Research, Vol. 61, No. 4, 2019, pp. 430-446

Consumer behavior recently underwent three main developments: a shift from material purchases to immaterial experiences, a shift from signaling status and wealth by means of consumer behavior to signaling identity, and increased social visibility due to the growing importance of social media.

Louvre Abu Dhabi: Highway Gallery

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

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Beeston Library

Case Study • Design Business Association, Bronze, 2019

Beeston Library, a British library, increased visitors to the library in the UK by launching reinstated and new sign posting to increase visibility.

Louvre Abu Dhabi: Why Are You, You?

Case Study • Remie Abdo, Heela Daudzai, WARC Awards, Bronze, Effective Use of Brand Purpose, 2019

Art and civilization museum Louvre Abu Dhabi used outdoor, social media and a video to provoke a conversation about the nature of humanity in order to increase visitor numbers.

Louvre Abu Dhabi: Highway Gallery

Case Study • Remie Abdo, WARC Awards, Entrant, Effective Innovation, 2019

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

Louvre Abu Dhabi: Highway Gallery

Rankings • WARC Media 100, 2019

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

Natural History Museum: Deforested Bones

Rankings • WARC Media 100, 2019

The National University of Colombia's Natural History Museum raised awareness of deforestation across the country in this hard-hitting exhibition.

Art Institute of Chicago: Van Gogh's Bedrooms: The power of an immersive idea

Rankings • WARC Effective 100, 2019

The Art Institute of Chicago (AIC), a museum in the US, increased brand awareness and the number of visitors by inviting people to step into a Van Gogh painting.

Louvre Abu Dhabi: Highway Gallery

Rankings • WARC Creative 100, 2019

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

MGM Resorts International: Universal Love Songs

Rankings • WARC Creative 100, 2019

MGM Resorts, the hospitality and entertainment company, increased its hotel wedding inquiries in the US by creating an album that celebrated the love between couples in the LGBTQ+ community.

Universal Studios Singapore: From Fear to FOMO

Case Study • Penelope Siraj, Jazreel Koh, Teena Ngo, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Universal Studios Singapore used outdoor, social media and Spotify to create a fear of missing out among young people in Singapore, to increase visits to its Halloween Horror Nights event.

National Museums Liverpool: China's First Emperor and the Terracotta Warriors

Case Study • Data and Marketing Association, Bronze, 2018

National Museums Liverpool, a group of free museums and galleries, challenged negative perceptions around museums by bringing the world of ancient China to life through compelling storytelling, original video content and surprising stunts in the UK.

Louvre Abu Dhabi: Highway Gallery

Case Study • Remie Abdo, WARC Media Awards, Gold, Effective Use of Tech, 2018

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

The park experience is fundamental to Disney

News • 20 November 2018

In an age of digital, stay-at-home entertainment, many are surprised that it is theme parks that are the big growth area for Disney.

Universal Studios Singapore: Turning fear into FOMO

Case Study • Penelope Siraj, Jazreel Koh, Teena Ngo, Ronnie Thomas, WARC Prize for Asian Strategy, Entrant, 2018

Universal Studios Singapore, Universal's theme park, grew awareness with its Halloween Horror Nights event.

Art Institute of Chicago: Van Gogh's Bedrooms - The power of an immersive idea

Case Study • Clifford Schwandner and Ariel Tishgart, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

The Art Institute of Chicago (AIC), a museum in the US, successfully launched its new exhibition and increased brand awareness by inviting people to step into a life-size replica of a painting.

Shanghai Disney Resort

Case Study • SABRE Awards, Diamond, APAC, Company of the Year, 2018

The communications team at Shanghai Disney Resort (SHDR), a themed resort in China, lived up to the promises of Disney and delivered them to China in an authentic way.

Leisure & entertainment