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RTÉ Radio 1 fights back: Proving that emotionally connected listeners drive advertising impact

Case Study • MRS Awards Papers, Finalist, Media Research, 2021

RTE Radio 1, an Irish radio station, launched a campaign in Ireland to provide a detailed understanding of the current and future needs and behaviour of radio listeners and provide evidence of the effectiveness and value of advertising on the station.

Tesco: Little helps day

Case Study • Gregory Newman, Katy Harkness, WARC Media Awards, Shortlisted, Effective Channel Integration, 2021

Tesco, the supermarket, improved its reputation among consumers and delivered profit growth with its one-day Little Helps Day radio campaign in Britain.

What we know about radio and audio effectiveness

Article • WARC Best Practice, November 2021

Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.

Dove: Pampers with audio and ASMR

Case Study • Loren Saguil, Clarysse Estremadura, WARC Awards for Asian Strategy, 2021

Dove Shower partnered with Spotify in the Philippines for a one-of-a-kind sensory campaign to boost engagement and grow sales.

Micron Technology: For all – an employer that values your differences

Case Study • SABRE Awards, APAC, Gold, 2021

Micron, a semiconductor company, emphasised its company values of diversity, equality and inclusion in Taiwan.

The investment gap: Understanding the value of audio

Article • WARC Exclusive, September 2021

This study, with iHeartMedia, looks at the changing role of audio and investigates whether there’s a disjoint between consumer consumption and media allocation of audio as a channel.

Spotify: 2020 wrapped

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Spotify, a streaming brand, launched '2020 Wrapped' in the US, hoping to help connect and support its users and all of the creators they love.

What's working in audio 2021

Article • WARC Category Intelligence, July 2021

Global strategies, campaign updates and trends in audio.

Globalworth: Sound Codes of Romania

Case Study • SABRE Awards, EMEA, Gold, 2021

Globalworth, a real estate company, encouraged millennials in Romania to engage with Romanian national identity with its Sound Codes of Romania campaign.

Cadbury and Age UK: The Originals

Case Study • SABRE Awards, EMEA, Gold, 2021

Cadbury, a confectionery brand, partnered with Age UK, a charity, to combat loneliness among elderly people in the UK with the campaign The Originals.

The Swedish Childhood Cancer Foundation: Do you want to build a snowman?

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

The Swedish Childhood Cancer Fund, the fundraising organisation, created an emotional commercial to increase donations in Sweden.

Tim Hortons: Smile cookie 2020

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Tim Hortons, the coffee chain, used the 2020 Smile Cookie campaign to enhance the spirit of community contribution and raise funds for various charities and causes.

Sheba: 4am stories

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

SHEBA, a cat food brand, created a customer experience to earn trust and attract attention.

Magnum: 3D Spotify audio

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Magnum, an ice cream brand, launched a campaign in Turkey using Spotify to drive sales.

Dove: Dove pampers with audio and ASMR

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Dove, a personal care brand, launched a campaign in the Philippines to encourage women to use its body wash.

Barilla: Barilla Playlist Timer – The first pasta timer on Spotify

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Barilla, a pasta producer, launched the Playlist Timer on Spotify in Italy to help consumers achieve the perfect pasta cooking time.

Reckitt Benckiser: Birds will be back by Finish

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Dishwasher detergent, Finish, took environmentally focused action to cement its sustainability strategy in Turkey.

AXE: AXE Ice Chill – Staying fresh with music

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Deodorant brand, Axe, teamed up with Spotify to launch its Axe Ice Chill range in the Philippines.

Scotiabank Canada: Operation Support Local

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

ScotiaBank Canada, a Canadian banking institution, increased brand equity by delivering free custom integrations to small local businesses during the pandemic.

Muthoot Finance: Every cloud has a golden lining

Case Study • WARC Awards for Effectiveness, Entrant, Collaboration & Culture, 2021

Gold loan company, Muthoot Finance, inspired consumers in India by showing the potential of hoarded gold.

The 2021 SoundOut Index: A report on the effectiveness, market penetration and personality of the world's best known sonic logos

Article • Research on WARC, May 2021

The industry’s first ever in depth analysis on how effectively sonic branding is currently being used by major organisations, providing long overdue benchmarks and brand tracking metrics.

Magnum’s legendary crack sound x Spotify 3D Audio

Case Study • MMA Smarties, Silver, EMEA, 2020

Magnum, an ice cream brand, partnered with Spotify in Turkey and used audio assets to invite consumers to liberate themselves and take a break for a little moment of pleasure with Magnum.

Obsesso: Enjoy the moments at home

Case Study • MMA Smarties, Silver, EMEA, 2020

OSESSO, an iced coffee brand, partnered with Spotify to create customised playlists for consumers in Turkey.

What we know about radio and audio audiences

Article • WARC Best Practice, April 2021

Explores the current reading and thinking on the topic of radio/audio audiences, a group that has undergone significant change as technological advances have broadened access points.

TV was the least cost-effective channel in 2020

Data • Rob Clapp, WARC Data Points (Curated), March 2021

An overview of the cost-effectiveness of different channels in multimedia campaigns.

Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
What we know about radio and audio effectiveness

Article • WARC Best Practice, November 2021

Explores the current writing and thinking on the effectiveness of radio and audio, mediums with inherent persuasive strengths and track records of strong ROI.
What we know about podcasts in marketing

Article • WARC Best Practice, March 2021

Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.