Advertising best practice, evidence and insights

Article • Euromonitor Strategy Briefings, October 2017

A regional overview of travel transportation in Asia Pacific, with an analysis of leading companies and brands, country snapshots and forecast projections for the category.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Shortlisted, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

ICYMI

News • 10/08/2020

Five things you might have missed from last week, including TikTok, Vivo, Beyond Meat and Uber. Trump’s TikTok ultimatum The US President has issued executive orders that would ban TikTok and WeChat from operating in the US in 45 days if they are ...

Joining the dots between brand and performance

Opinion • Carla Funk, July 2020

Ogilvy Germany’s Carla Funk shows how German Rail’s Gold-winning No Need To Fly campaign bypasses the data-versus-creativity conundrum.

Careem: Start Something

Case Study • Rifaat Fakih, Remie Abdo, WARC Prize for MENA Strategy, Entrant, 2020

Ride-hailing service Careem took to social media to establish a unique brand positioning in the MENA region following its takeover by Uber.

LNER: #TrackRecord

Case Study • SABRE Awards, Gold, EMEA, 2020

LNER, an East Coast rail brand, increased awareness in the UK by creating an audio journey captured on video that celebrated the rich diversity of accents and regional dialect on its line.

JSC 'Ukrainian railways': Ukraine WOW

Case Study • SABRE Awards, Gold, EMEA, 2020

Ukrainian Railways, a rail transport company, created an exhibition in a disused luggage compartment in a train station to celebrate Railway Worker Day and promote travelling to and across the Ukraine by train.

Bolt: An enabler of progress

Case Study • SABRE Awards, Gold, Africa, 2020

Bolt, a ride-hailing brand, partnered with Harambee, an organisation focused on solving youth unemployment, to create a campaign that pushed rider and driver sign-ups by supporting youth unemployment in South Africa.

King County Metro: Just One Trip

Case Study • SABRE Awards, Gold, North America, 2020

King County Metro, the metro system for King County in Washington, discouraged solo driving trips in the county by using modelling software to target people most likely to change transport methods with mobile ads, events and mailings.

Own it, Explain it, Solve it: What Swiss rail teaches us about exceptional customer service

Opinion • John Sills, May 2020

A delayed train in Switzerland, and the response of staff, show how an understanding of a customer’s emotions is as important as delivering on the promised function.

German Rail: No Need to Fly – Around the World in Germany

Case Study • Isabelle Schnellbuegel, Carla Funk, WARC Awards, Gold, Effective Social Strategy, 2020

Rail operator German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.

GlobalWebIndex Coronavirus Research, Series Two: Travel & Commuting

Research Paper • GlobalWebIndex (GWI), Research on WARC, March 2020

Details data collected by GlobalWebIndex between March 13-16th in the US and UK, dedicated to the travel andtransportation industries in the coronavirus outbreak.

Uber: Uber Legends

Rankings • WARC Effective 100, 2020

Uber championed its top users with Uber Legends, an evocative campaign that tells the real stories of real journeys, to engage users and increase brand love.

Deutsche Bahn: No need to fly – around the world in Germany

Rankings • WARC Media 100, 2020

Deutsche Bahn, a railway company, targeted social media users who were thinking of travelling to various locations and showed them similar-looking locations in Germany to encourage visits by train.

Uber: Distracted Goalkeeper

Rankings • WARC Media 100, 2020

Uber, the global leader in ride-hailing services, created a PR stunt to stop Brazilian people texting and driving.

Uber: Distracted Goalkeeper

Rankings • WARC Creative 100, 2020

Uber, the global leader in ride-hailing services, created a PR stunt to stop Brazilian people texting and driving.

Deutsche Bahn: No need to fly – around the world in Germany

Rankings • WARC Creative 100, 2020

Deutsche Bahn, a railway company, targeted social media users who were thinking of travelling to various locations and showed them similar-looking locations in Germany to encourage visits by train.

Uber: UberToys

Rankings • WARC Creative 100, 2020

Uber, a ridesharing company, increased brand favourability across Europe by launching series of life-sized toy cars that users could ride in to embrace their inner kid at Christmas time.

Uber India drives deeper into ad territory

News • 20/02/2020

Uber India aims to start its own advertising and branding wing, so that it can better monetise users and show them ads.

King County Metro: Just One Trip

Case Study • SABRE Awards, IN2, North America, Social Good/Non-profit, 2020

King Country Metro, a transit department, encouraged residents of Seattle to change from solo trips to public transport or carpools by creating a campaign of easy solutions to common barriers.

Yandex expands car-sharing in Europe

News • 14/01/2020

Russian tech firm Yandex, best known for its eponymous search engine, is planning to expand its car-sharing service into Europe amid rivals’ struggles in the new market.

mytaxi: jazz cab

Case Study • Integrated Marketing Communications Council Europe, Grand Prix, 2019

Mytaxi, a taxi service, increased passenger numbers and brand growth in Ireland by launching a live jazz piece at the Cork Jazz Festival based on GPS data from its taxis.

Crystal Cruises: Where luxury is personal

Case Study • Data and Marketing Association, Gold, 2019

Crystal Cruises, a cruise line, featured stories of real people talking about how luxury felt to them to help increase online bookings across the UK.

Uber: Uber Legends

Case Study • Tahaab Rais, Tala Arakji, WARC Media Awards, Silver, Best Use of Data, 2019

Uber championed its top users with Uber Legends, an evocative campaign that tells the real stories of real journeys, to engage users and increase brand love.

How TV extends P&O Cruises’ brand appeal to a younger audience

Article • Alex Brownsell, Event Reports, Thinkbox: Destination Effectiveness, September 2019

Television media was integral for P&O Cruises' transformation in 2014, after intense competition and an addiction to discounting left the brand in trouble.

Transport & tourism