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Storytelling

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Mercedes-Benz, the automaker, employed an innovative storytelling approach to help explain its complex 4MATIC four-wheel drive system.

Case Study

Energy company Gas Natural Fenosa launched the first branded content short film in Spain to shift consumers' opinions about energy.

Case Study

The Guardian, a British daily newspaper, created a comical, educational children’s book aimed at media planners to show them what The Guardian can deliver.

Case Study

Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.

Case Study

Royal Mail, the UK postal service and courier company, drove a reappraisal of its brand, capturing data and sales in the process, by creating a collector’s edition set of 10 David Bowie stamps.

Case Study

Pride in London, an annual LGBT pride festival in the UK, decorated blue heritage plaques with LGBT+ flags to introduce influential community members who had championed the cause of diversity and acceptance.

Case Study

Scope, a pan-disability charity in England and Wales, created Mindful Monster character cards to attract new audiences and regular donors.

Case Study

UK supermarket chain Sainsbury's used three different approaches to TV ads during its Christmas campaign, including a partnership with TV show Gogglebox, to boost sales.

Case Study

Co-op Funeralcare, a British funeral services company, disrupted the category by using humour in its ads.

Case Study

IKEA, the Swedish furniture retail company, blurred the lines between online and offline in order to encourage customers in the UK to sign up to its emails.

Case Study

Advanced Business Solutions, a software company, incorporated sector issues into common tales with its ‘FairITales’ campaign in the UK, to encourage consumers to look to its brand for a ‘happily ever after’.

Case Study

Internet Matters, a non-profit organisation, produced a short film in the UK to bring home a hard-hitting message that bullying can now exist in the home without anyone being aware of it.

Case Study

The British Army used tagging technology, machine learning and AI to change its communication strategy and successfully increase applications among different target groups across the UK.

Research Paper

Unilever, a transnational consumer goods company, created The Fragrance Cloud, an inspiration system designed to create consumer-centric stories for business impact.

Case Study

SunLife, a UK-based insurance business, tackled the issue of ageism in advertising by introducing a TV, radio and social campaign that featured real people in their 50s engaging in their passion.

Case Study

The RNLI (Royal National Lifeboat Institution), a charity in the UK, persuaded the public to consent to being contacted by producing a powerful call to arms, 'Communication saves lives'.

Case Study

Financial services company Legal & General encouraged understanding of the importance of life insurance by emotionally connecting with parents of young children in the UK.

Case Study

E.ON, a European electric services company, collaborated with the band Gorillaz to make its brand, and solar-powered energy, a relevant part of popular culture.

Case Study

Inmarsat Aviation, a provider of satellite communications solutions to airlines, used AI to create an immersive experience for visitors to take a flight on a virtual airline in the UK.

Case Study

Buxton Water, a natural mineral water, used live social media and user-generated content to reconnect its brand with London Marathon runners and supporters in the UK.

Case Study

Lynx, a deodorant brand, created a short video series in the UK to discuss modern masculinity and regain its relevance among young men.

Case Study

PayPal, an online payments system, used comedic films in the UK to reach people who owe money to friends or family and encourage them to download the PayPal app to repay their debt.

Case Study

IBM, the computer manufacturing company, demonstrated its AI platform, Watson, by making it Wimbledon's first AI tennis expert.

Case Study

Weetabix, a cereal brand, developed new insights into how people buy breakfast cereal in the UK, through research methods such as eye tracking, surveys and observation.

Case Study

Virgin Media, a multimedia company, used speech recognition technology to record soundbites of interviews with BAFTA winners in the UK and upload them instantly to Twitter, to better engage its audience.