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Middle-class consumers

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Case Study

This case study shows how the Melbourne International Film Festival (MIFF) increased ticket sales in Australia by creating film trailers that depicted emotional expressions of viewers rather than the movies.

News

BEIJING: China's middle class is younger than that of other countries, with most relying exclusively on salaries generated in a few key sectors, according to new research.

Case Study

This case study describes how UK publisher Penguin Random House maximised a small budget to promote its crime author Tim Weaver, by creating a serial podcast called MISSING.

Case Study

This case study describes how Wilson Browne solicitors, specialising in private client and commercial law, rebranded itself in the United Kingdom having left a national umbrella network.

Case Study

This case study details how Sopharma Trading, a pharmaceutical company, successfully trialled a retail pharmacy outlet under the new brand SOpharmacy in Bulgaria.

Case Study

This case study describes how Kabuto noodles, a UK noodle brand, launched itself with a clean design language that recalled the 'fresh sophistication' of restaurants like Wagamama into a category dominated by cheap, jokey brands.

Case Study

This case study describes how Leon's, a furniture retailer, utilised the local phenomenon of Moving Day in Quebec, Canada, to increase store traffic and sales.

News

LONDON: UK retail sales fell by 0.3% in January compared with the previous month, which was well below market expectations of sales growth of 0.9%, according to official figures released on Friday.

News

BEIJING: China's smaller cities will be the main engines of growth in the future, as government polices seek to tackle the problems of urban density in top tier cities, analysts have said.

News

HO CHI MINH CITY: While several SE Asian markets face gloomier prospects in 2017, Vietnam's booming mobile connectivity, space for new brands and increasingly international outlook could see it become a star market in the year ahead.

Article

This article considers the hype attached to the belief that Millennials are unlike any other generation, and finds that the majority of the cohort are much like older compatriots - unless they are affluent.

Case Study

This case study describes a campaign by the charity WaterAid in the UK which asked people to donate the £1 they had already spent in changing room lockers.

Case Study

This case study details how Kuoni, a luxury holidays company, promoted Indian Ocean holidays through photo editorials focusing on how sand differentiated the various destinations.

Case Study

This case study details how Mondelez International, a large food company, built its Barni biscuit brand in Central and Eastern Europe.

Case Study

This case study shows how Toyota, a car brand, used a high profile sponsorship in order to enhance its brand's premium value and engage with a more affluent audience group in the UK.

Case Study

This case study describes how United Arab Emirates banking brand Emirates NBD, created a fitness-related banking app to grow its business and its brand as an innovative bank that makes people's everyday lives more rewarding.

Case Study

This case study shows how Sixt, a car rental service, used a highly localized campaign to increase market growth in the UK.

Case Study

This case study describes how MasterCard, a global electronic payment brand, sponsored the 2015 Rugby World Cup in the UK to increase brand consideration and card spend among affluent consumers.

Case Study

This case study shows how The Platinum Guild, a Chinese jewellery brand and provider of wedding rings, cut against category norms by showing how marriages sometimes have problems - and increased sales as a result.

Case Study

The case study describes how OMO, a washing powder brand from Unilever, used a digital campaign to build awareness and brand love, as well as drive sales and position it as a market-leading brand in China.

Case Study

This case study describes how Genesis Energy, an energy company in New Zealand, won over new customers by giving them a holiday from paying their first bill.

Case Study

This case study explains how Audi, the car company, promoted its Audi TT model to young people in China.

Case Study

This case study explains how Mercedes-Benz, the car company, used a hologram to promote its new GLC SUV model in Australia.

Case Study

This case study describes how Samsung, the manufacturer of the Galaxy S6 and S6 Edge phones, drove product engagement, sales and competitive conversion in Vietnam by engaging digital and mobile channels.

Case Study

This case study demonstrates how SuperValu, an Irish supermarket chain, showed its commitment to Ireland, helped local food producers and achieved a sales uplift through its Food Academy programme and a multi-faceted media campaign.