Get a demo Do I subscribe? News sign-up

Ad testing theories & ideas

Search in

Show only

Date Range

Search within

Industry Sector

Brand

Country

Source

282 results found
Sort by

Article

This article explores the current thinking and writing on campaign and brand tracking, as the subject undergoes fundamental change due to an influx of new ideas from behavioural economics and research into low attention processing of advertising.

Article

Mattel, the toy manufacturer, developed a new system for testing ads having learned that most existing offerings did not meet its unique requirements in this area.

Case Study

The RICU in The Home Office has established and developed an innovative thought leadership programme to drive adoption of secure online behaviours by the public and microbusinesses in the UK.

Case Study

Capita plc, a British business process outsourcing company, used interviews and group discussions to identify whether the British Army's 'This is Belonging' campaign was resonant with diverse audiences.

Research Paper

Marks and Spencer, a British retailer, found a new creative approach for its Mrs Claus Christmas ad through qualitative research.

Research Paper

Nationwide Building Society, a British financial services company, used a bespoke research methodology to provide feedback on Nationwide's 12 emotionally powerful poems.

Case Study

Charity Royal National Lifeboat Institution (RNLI) launched a campaign in the UK giving instructions on how to best react when falling unexpectedly in cold water.

Case Study

Heathrow Airport in the UK used dynamic copy across email and digital display to personalise its communications with its customers and aid in a more pleasant airport experience.

Case Study

The National Trust, a conservation organisation in the UK, put value at the heart of its strategy and used more online channels to encourage new members to join and existing members to renew.

Case Study

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

Case Study

Online brand Amazon used a TV-led campaign to reposition its Kindle e-reader in the Indian market.

Case Study

Mercedes-Benz, a car brand, created one campaign to showcase five cars (The A-Class, B-Class, GLA, CLA and CLA Shooting Brake) by producing a film that successfully encompassed all of the cars into the storyline.

Case Study

Bolia.com, a Scandinavian furniture retailer, transformed its furniture brand by thinking like a fashion brand which both attracted new audiences and retargeted its existing customers.

Case Study

Bolia.com, a Scandinavian furniture retailer, transformed its sales decline into growth by thinking like a fashion brand which both attracted new audiences and retargeted its existing customers.

Case Study

Pot Noodle, an instant noodles brand, successfully increased sales by cleverly switching its brand positioning among UK consumers.

Case Study

Oasis, a soft drink brand, reversed its declining UK sales by devising a brutally honest campaign.

Case Study

John Lewis, a UK retailer, successfully launched several Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.

Case Study

Center Parcs, a European network of holiday villages, used planning to articulate an emotional positioning, which transformed perceptions of Center Parcs in the UK from an expensive break into a brand that stood for family time.

Case Study

Arby's, the restaurant chain, abandoned traditional messaging to target smaller, niche passion points – with a particular focus on gamers and gaming culture in the US.

Case Study

TD Ameritrade, a brokerage firm, built an interactive mobile tool in collaboration with IBM Watson, a cognitive system, to help offer personalised curriculums for investors in the US.

Case Study

Citi, a credit card company, collaborated with the NBC Today show to launch its ‘Double Means Double’ campaign in the US, which was proved to audiences by offering a chance to see the band DNCE in concert via VR experience.

Case Study

Ronald McDonald House Charities (RMHC), a non-profit charity, piloted its ‘Blink’ campaign in the US, which introduced a mobile communication technology for families with very sick children.

Case Study

The Cosmopolitan of Las Vegas, a casino and resort, got customers to book directly rather than with online travel agents by creating a chatbot for mobile.

Case Study

This case study details how Disney, the entertainment conglomerate, promoted its film 'Pirates of the Caribbean: Dead Men Tell No Tales' by partnering with AdColony and becoming the first brand to use its Aurora HD Video.

Case Study

This case study details how AXE, a men's fragrance brand, inspired men in Indonesia to embrace individuality through its 'Find Your Magic' campaign, which celebrates the journeys of three Indonesian men.