Seasonal & occasion marketing

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IKEA: Ciao 2020

Case Study • SABRE Awards, EMEA, Gold, 2021

IKEA, a flat-pack furniture brand, launched a therapeutic Christmas campaign for its employees in Spain to see off the year 2020.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Payments provider, Mastercard, recognised a unique brand synergy with a once-in-a-lifetime astronomical event to grow cards on file in the UAE.

Home Centre: A dad's job

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2021

Home furniture retailer, Home Centre, bravely tackled a cultural taboo to transform conventional Father's Day communications in the Middle East.

Almosafer: Stories of Mecca

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Online travel-booking platform Almosafer harnessed the power of UGC in Saudi Arabia to boost post-lockdown bookings.

John Lewis/Waitrose & Partners: The boy and the piano

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

John Lewis, a department store, delivered one of the brand's most successful launches with its Christmas ad based on the real-life story of Elton John in the UK.

Legacy Australia / RSA NZ: The Half Biscuit

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Legacy Australia and RSA New Zealand, two organisations supporting service personnel, emphasised the bond between their respective countries on Anzac Day by launching the Half Biscuit.

Pernod Ricard: The time we have left

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2021

Pernod Ricard, an alcoholic beverages company, developed an algorithm that calculated the amount of time people have left with their loved ones and launched a film to promote the liquor Ruavieja in Spain.

Pescanova: Bigotes

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Pescanova, a fishing company, taught consumers in Spain how to recognise the freshest prawns with a campaign that centred on former footballer Vicente del Bosque�s iconic moustache.

DB Export: I'm drinking it for you

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

DB Export, a beer brand, launched a multimedia campaign which used experiential marketing and a multi-platform takeover to launch its DB Export Gold Extra Low Carb beer in New Zealand.

Cadbury: Heroes

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2021

Cadbury, a confectionery company, increased sales of its Heroes chocolate tin by launching with a new brand purpose and limited-edition games tin that encouraged sharing occasions outside of the traditional festive season.

Guinness: Clear

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Guinness, a beer brand, launched a responsible drinking campaign which encouraged people to drink tap water to moderate their alcohol intake during the Six Nations rugby championships in Great Britain and Ireland.

Galaxy: Dates Ramadan

Case Study • MMA Smarties, Bronze, MENA, 2020

Galaxy, a confectionery brand, launched a gamified mobile campaign rooted in Arabic culture during Ramadan in Saudi Arabia and the UAE.

JetBlue: AirSMR

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

US airline JetBlue literally cut through the negative noise to achieve standout at the most cluttered time of the year.

American Pecans: Super safe pecan debate

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

American Pecans cracked open a good-humoured debate about pronunciation that swept the nation and raised its share of voice in the all-important US holiday season.

WeChat: Moonments

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

WeChat partnered with the Great Wall of China to drive a ground-breaking social campaign for its 1.9 billion users that would reunite them despite the COVID pandemic.

Burger King: Delay your way

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

Burger King (BK), the fast-food restaurant, turned the notoriously negative holiday airport experience into a positive brand moment for travellers in the US.

Campbell's: Dinner Insurance

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

Campbell's, the soup brand, supported nervous first-time Thanksgiving cooks during COVID with its Dinner Insurance campaign in the US.

Reese's: Halloween door

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

Reese's, the candy company, increased year-on-year Halloween sales during the COVID pandemic with a contactless trick-or-treat experience in the US.

Aldi UK: How Aldi keeps on winning christmas with Kevin the carrot

Case Study • WARC Awards for Effectiveness, Silver, Sustained Growth, 2021

Discount supermarket Aldi ran a multi-year, multi-channel campaign in the United Kingdom to defend sales, share, penetration and loyalty at Christmas.

Home Centre: A dad's job

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards for Effectiveness, Grand Prix, Instant Impact, 2021

Home furniture retailer, Home Centre, tackled the taboo topic of single mothers to create impact with its Father's Day campaign in the UAE.

Mastercard: Astronomical Sales

Case Study • Tahaab Rais, WARC Awards for Effectiveness, Silver, Instant Impact, 2021

Payments technology provider, Mastercard, brought its priceless proposition to life with a promotion centred around a rare solar eclipse in the UAE.

Babyshop: A world we deserve

Case Study • Tahaab Rais, WARC Awards for Effectiveness, Shortlisted, Brand Purpose, 2021

Children's retailer Babyshop grew volume growth and brand awareness during Ramadan in the United Arab Emirates with a social media crowd-sourcing campaign and a music video.

What we know about seasonal and occasion marketing

Article • WARC Best Practice, May 2021

This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.

Purolator: Holiday Art Boxes

Case Study • SABRE Awards, Gold, North America, 2021

Purlator, a courier company, increased revenue in Canada despite the COVID-19 pandemic with a campaign that focused on creativity and representation.

Molson Canada: Make It Canadian

Case Study • SABRE Awards, Gold, North America, 2021

Molson Canadian, a lager brand, increased shared of voice and sales around Canada Day by launching a case of beers filled with Canadian competitor brands to encourage Canadians to drink homegrown beer to celebrate.

2020 Innovation Report: Insights from the WARC Awards

Article • WARC Exclusive, December 2020

Analyses the key themes and summarises the winning case studies from the 2020 Effective Innovation category in the WARC Awards, and examines the data.
What we know about seasonal and occasion marketing

Article • WARC Best Practice, May 2021

This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.
Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls, Journal of Advertising Research, Vol. 59, No. 1, 2019, pp. 27-39

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
Creating a sports sponsorship framework: Admap summary deck

Article • Admap Magazine, February 2020

A summary of new thinking and best practice on creating a sports sponsorship framework from Admap.
What we know about Super Bowl advertising

Article • WARC Best Practice, June 2021

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
What brands can expect for Christmas 2020

Article • Sam Peña-Taylor, WARC Exclusive, August 2020

Offers an overview of the Christmas season in the United Kingdom and what brands should expect consumers to spend in 2020, given the impact of COVID-19 and the recession.