Land Rover, an automotive brand, increased orders of its new Land Rover Discovery model in the UK by launching a Famous Five-style direct mailpack that showed families the adventures they could enjoy with the car, especially after COVID-19 lockdowns.
MRS Awards Papers, Finalist, Financial Services Research, 2021
TSB, a bank, conducted a research programme in Britain to realign its business and brand around customer needs by rebuilding brand reputation scores, return non-customer sentiment to pre-migration rates and restore PCA trading to growth.
Nicholas Short, Steven Shen, WARC Media Awards, Bronze, Effective Use of Tech, 2021
Auto brand Lincoln harnessed two innovative technologies to ensure the eyes and attention of China's affluent were completely focused on the launch of its new Nautilus model in an extremely cluttered category.
Mother Raw, an organic food brand, launched a campaign in Canada and the US to evolve the brand in order to reflect both its quality and ambitions to become a larger player in the world of raw, plant-based food.
Sam Peña-Taylor, Event Reports, Ad Net Zero Global Summit, November 2021
Danish energy giant Ørsted, formerly DONG Energy, transformed itself from a builder and operator of coal-fired power stations to a renewable energy business, using its weight to stimulate a young market and adapting its brand to its new mission.
Mercado Libre, a Latin American marketplace, increased donations for food banks and highlighted the importance of social distancing during the COVID-19 pandemic across LATAM by changing its iconic logo from a handshake to an elbow bump.
Nick Kendall, WARC Best Practice, May 2017
This article explores the role that communications play in launching new brands, including how to ensure a new brand gets noticed and how to break through consumer indifference and capture their attention.