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Shock tactics

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Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study explains how Swedish insurance company Trygg-Hansa used a humorous video to explain the impact of alcohol on swimming ability and reduce deaths by drowning.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, raised awareness about the issue of child marriages in Lebanon through a social experiment.

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This case study shows how Intermarché, a supermarket brand, successfully helped its French customers reduce their daily sugar intake be creating a six-step sugar-detox yoghurt pack.

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This case study explains how Sakker El Dekkene (Stop the Shop), a Lebanese NGO, used a stunt to encourage people to report corruption.

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This case study explains how charities the Romanian Ornithological Society and Natura 2000 used a YouTube video and PR to raise awareness of Romanian hunting laws and get the law changed to protect birds.

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This case study explains how UAE telecoms operator, du, used online ads to change people's behaviour on social media by warning them about oversharing.

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This case study shows how Unknown User, a horror movie, was able to exceed box-office expectations using a bespoke viral video campaign that won German cinema-goers' hearts.

Case Study

This case study describes how the Canadian charity Raising The Roof created widespread awareness about homelessness with a fake homeless shelter designed to raise eyebrows.

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This case study describes how Ontario Women's Directorate, a Canadian government agency, found that through a lack of understanding of what constituted sexual harassment, witnesses often did not know what they were seeing; this campaign drove understanding and willingness to intervene.

Case Study

This case study details how Raising the Roof, a homelessness charity, increased awareness by shocking local communities in Canada.

Case Study

This case study describes how La grande guignolée des médias, an annual charity drive in Quebec, used a new communication approach to arrest decreasing donations.

Research Paper

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.

Case Study

This case study details how ActionAid, an international charity, raised awareness of Female Genital Mutilation (FGM) among the UK population through online video.

Case Study

This case study describes how AT&T, the US telco, ran a campaign to reduce the number of distracted drivers on the roads, that broadened a previous effort by shocking viewers with accidents in a life just like theirs, ruined by a distracting phone, just like theirs.

Case Study

This case study describes how Taiwanese electronics company, HTC, launched its VR offering VIVE with the creation of a world-first immersive experience in London and Paris.

Case Study

This case study shows how Make Love not Scars (MLNS), an NGO dedicated to providing rehabilitation to acid attack victims, used a digital campaign to end the open sale of acid in India.

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This case study shows how Vaseline Men, a grooming brand, highlighted the product's healing capabilities with a digital campaign that focused on Thai men's worst fears.

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This case study shows how Resesh, a fabric freshener brand, turned a mobile phone into a virtual experience tool for customers, and successfully raised brand awareness in Japan.

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This case study describes how the Canadian Safe School Network, one of many anti-bullying causes in Canada, created a campaign that leveraged an existing database of influencers, bloggers and media.

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This case study looks at Australia's NSW Fire Service, who brought citizens out of apathy and into action by targeting houses at high risk of bushfire and repositioning action as the inescapable right choice.

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This case study shows how the Center for Disease Control (CDC), the US national public healthcare institute, encouraged people to stop smoking with an integrated campaign.

Case Study

This case study describes how Plan Norway, an NGO working for girls' rights, raised awareness about child marriage and its consequences among women, youth, politicians and the general public and recruited new supporters by making the problem feel closer to home.

Case Study

This case study describes how Johnnie Walker, a Scotch whiskey label, stayed true to its brand values and led the category by amplifying responsible drinking into a global platform of behaviour change.

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This case study explains how Peta, an animal rights non-profit organization, used an ecommerce platform to change people's behaviour when it came to buying fur in China.