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WARC Best Practice, April 2019
The most current thinking and writing on qualitative theories and methods, the broad approach of seeking to understand the attitudes, motivations, and behaviours of consumers: the why and how of decision making.
Case Study
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SABRE Awards, LATAM, Platinum, 2019
Airfox, a blockchain financial services provider, launched a PR campaign and money management workshops in schools to create interest around its new mobile app in Brazil.
Case Study
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Account Planning Group - (UK), Entrant, 2019
HM Revenue & Customs, a governmental department responsible for taxes, encouraged people to file their tax returns on time by characterising the niggling feeling as Tax Ducks.
Case Study
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Account Planning Group - (UK), Entrant, 2019
RNIB (the Royal National Institute of Blind People), a UK charity, increased awareness in the UK by launching a series of videos and OOH activations that used humour to challenge misconceptions about living with sight loss.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Think!, the UK government's designated road safety campaign, launched a campaign to reach a disproportionately vulnerable audience, young male drivers aged 17-23 in a push to combat recklessness and save lives.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Depaul UK, a charity that helps young homeless people, used context, story-telling and partnerships to reach young people in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Braun, a consumer products company, reframed the brand's essence globally to a suit a modern audience that favoured simplicity.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Volvo, the automotive company, turned an unloved salience driver into a cornerstone of brand building in its UK campaign.
Case Study
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Account Planning Group - (UK), Bronze, 2019
Yorkshire Tea, a brand of black tea, increased its sales in a sharply declining category by engaging UK consumers with its brand values in a humorous and authentic way.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Richmond, a sausage brand, reversed sales decline in the UK by launching a celebrity-led campaign, The Nation's Favourite, through a film that brought together local heroes with admired celebrities.
Case Study
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Account Planning Group - (UK), Gold, 2019
Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
World Afro Day, a platform for celebrating afro hair, culture and identity, ignited a cultural conversation around afro hair in the workplace around the world.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Bose, the audio equipment manufacturer, challenged the challenger and redefined sound quality in the UK and Western Europe where audio adequacy had become the norm.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Art Fund, an independent membership-based British charity, reversed declining membership and attracted younger members after re-framing the organisation with the National Art Pass.
Case Study
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Account Planning Group - (UK), Entrant, 2019
British Red Cross, a charity, articulated the value exchange it can offer its audience to spark the Power of Kindness movement in he UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Vodafone, the telco giant, launched the first youth mobile provider, VOXI, in the UK to surpass Vodafone's consideration among under 25s.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Sheba, a cat food brand by Mars Incorporated, replaced its previous earnest, serious campaign tone with something more humorous, which led to Sheba becoming the number one wet cat food brand in Australia and Europe.
Case Study
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Account Planning Group - (UK), Entrant, 2019
NHS England, the publicly funded National Health Service, recruited the next generation of nurses, and encouraged ex-nurses to reconsider the NHS, by restoring national pride in the UK's most-loved public institution and its people.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Department for Education (DfE), a branch of UK government, increased interest in becoming a teacher because of its emotionally led TV campaign in the UK.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Time to Change, a mental health campaign in England, targeted football fanatical, beer-swilling, tabloid-reading 25 to 44-year-old men so they would be better equipped to recognise mental health problems in their friends.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Gumtree, an online classified advertisement and community website, launched a TVC and DOOH campaign in the UK to encourage people to be more neighbourly.
Case Study
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Account Planning Group - (UK), Entrant, 2019
The Senet Group, an independent, industry-funded body set up to promote responsible gambling standards, increased awareness of the slogan "When the fun stops, stop" to help gamblers put deeper consideration into their behaviour.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Samaritans, a charity, Network Rail, a railway company, and The British Transport Police, a force that polices the railway, helped reduce the number of suicides committed on British railways by enlisting the public to intervene.
