Article
•
WARC Best Practice, January 2019
Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
Case Study
•
SABRE Awards, EMEA, Entertainment, Gold, 2019
The Roald Dahl Story Company, the organisation that manages the copyrights of author Roald Dahl, employed a content-led approach to celebrate the 30th anniversary of the children’s novel Matilda and bring the character into the current day.
Case Study
•
SABRE Awards, EMEA, Trade Show, Gold, 2019
Infiniti, the luxury division of Japanese carmaker Nissan, created an integrated campaign encompassing PR, social media, creative and digital, for the global launch of its QX80 model in the Middle East.
Case Study
•
SABRE Awards, EMEA, Corporate Media Relations, Gold, 2019
Fast-food brand McDonald’s delivered a reputation communications strategy that positioned it as a business changing for the better, to maintain and deepen trust among audiences in the UK and Ireland.
Case Study
•
SABRE Awards, EMEA, Professional Service Firms, Gold, 2019
LinkedIn, the online business and employment-oriented service, turned itself into a platform for women to increase sign-ups and change brand perception in Saudi Arabia.
Case Study
•
SABRE Awards, EMEA, Chemicals & Industrials, Gold, 2019
Copper manufacturer Aurubis used an omnichannel approach to celebrate the sixtieth anniversary of the opening of its plant in Bulgaria.
Case Study
•
SABRE Awards, EMEA, DACH, Gold, 2019
National rail company SBB used digital and experiential executions, presenting its current workers as the heroes to attract new employees in Switzerland.
Case Study
•
SABRE Awards, EMEA, Technology: Software & Services, Gold, 2019
Online employment and careers site LinkedIn used a real-time, real-life film of a job interviewee to boost awareness of its role in building a supportive community for its members.
Case Study
•
SABRE Awards, EMEA, Consumer Health, Gold, 2019
Feminine hygiene brand Always employed an influencer campaign, backed by TV and a charity partnership, to highlight the problem of period poverty in the UK and boost sales of its pads.
Case Study
•
SABRE Awards, EMEA, Home & Furniture, Gold, 2019
Whirlpool, the global manufacturing corporation, created a travelling photo exhibition to strengthen its position as a strong industrial asset in the places where it operates in the EMEA region.
Case Study
•
SABRE Awards, EMEA, Transportation & Logistics, Gold, 2019
Russian airline Aeroflot created a pet therapy programme for autistic children, using its own sniffer dogs, to celebrate its 95th anniversary and grow brand love.
Case Study
•
SABRE Awards, EMEA, Influencer Marketing, Gold, 2019
Banking brand Lloyd’s Bank and its charity partner Mental Health UK, used influencers to spearhead a social media campaign to tackle the taboo of talking about mental health in the UK.
Case Study
•
SABRE Awards, EMEA, Company of the Year, Diamond, 2019
The Abu Dhabi National Oil Company undertook an all-encompassing communications programme to reposition itself after the global oil crisis of 2016-2017 and win back brand love in the United Arab Emirates.
Case Study
•
SABRE Awards, EMEA, Technology: Hardware, Gold, 2019
Mobile phone brand Huawei, produced an online video starring actors Thomas Turgoose and Stephen Graham to raise awareness of its Mate 20 Pro’s battery charging feature and boost sales in the run-up to Christmas in the UK.
Case Study
•
SABRE Awards, EMEA, Telecommunications , Gold, 2019
Telecoms company Telekom, used a native media campaign with gaming as its central idea to teach digital skills to grandparents in Hungary.
Case Study
•
SABRE Awards, EMEA, Real Estate & Construction, Gold, 2019
Property developer CTP collaborated with street artists to make industrial buildings look better for the public in the Czech Republic.
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.
Case Study
•
SABRE Awards, EMEA, Energy & Natural Resources, Gold, 2019
Shell, the oil company, created a social and earned media campaign encouraging female millennials in the UK to take part in the Shell Eco-marathon, its energy efficiency competition.
Case Study
•
SABRE Awards, EMEA, Iberia, Gold, 2019
Non-profit organisation the Helpo Association used a variety of press, digital and experiential executions to raise awareness of its work to audiences in Portugal.
Case Study
•
SABRE Awards, EMEA, Marketing to Youth, Gold, 2019
RFSU, the Swedish Association for Sexuality Education, created a short film backed by digital content to boost condom use among young Scandinavians, aged 18 to 25.
Article
•
Geoffrey Precourt, Event Reports, ARF AUDIENCExSCIENCE, April 2019
WestJet, the air carrier, has used “PR stunts” as an effective means of driving several core brand metrics, from consumer engagement to ticket sales.
Case Study
•
SABRE Awards, EMEA, Benelux, Gold, 2019
Dutch physical therapist group, Actiegroep Fysiotherapie, used social media and on-ground activities to protest against health insurers cutting patients' treatments in the Netherlands.
Case Study
•
SABRE Awards, In2 EMEA, Best Persuasive Content, Gold
Trygg Trafikk, the Norwegian Council for Road Safety, encouraged parents to secure their infant children facing the rear of the car through a video dramatizing the small battles parents fight with children every day.
Case Study
•
SABRE Awards, In2 EMEA, Best in Brand Narratives, Gold
Givaudan, the Swiss flavours and fragrances manufacturer, increased engagement by celebrating its 250th anniversary by creating a campaign story that connected past, present and future.
Case Study
•
SABRE Awards, In2 EMEA, Best Influencer Programs + Endorsements (Paid), Gold
888sport, the multinational online sports gambling company, differentiated itself from the competition in the UK through partnership with a celebrity grime MC.
