Effectiveness

What we know about creativity and effectiveness

Article • WARC Best Practice, December 2017

This paper explores current thought and reading on the connection between creativity and effectiveness, a relationship for which there is compelling evidence, especially in terms of creating brand fame: a driver of long-term performance.

The total impact of advertising

Article • Andrew Challier, Nick Pugh and Matt Chappell, Ebiquity, 2018

This report brings together analysis of the short-term and long-term effects of advertising to offer a complete picture of the impact advertising has on the bottom line.

The short-term impact of advertising

Article • Andrew Challier and Nick Pugh, Ebiquity, 2018

This report explains how to measure 'responsible ROI' and examines the short-term ROI of six different media channels: TV, print, out of home, online video, radio and online display, through an analysis covering 11 sectors and over 1,950 campaigns.

Profit Ability: The business case for advertising - Sector analysis

Article • Ebiquity, 2018

This report pulls together the findings of a study into the short- and long-term effects of advertising, and breaks them down for three specific sectors: FMCG, Retail and Financial Services.

Lincoln's Beard Brewing: Weird at the Beard

Case Study • Philipp Klumpp, Case Studies on WARC, 2017

Lincoln's Beard Brewing successfully created a brand narrative that increased revenues and resonated in the Miami craft beer market.

Louvre Abu Dhabi Highway Gallery

Case Study • Remie Abdo, WARC Prize for MENA Strategy, Shortlisted, 2018

New museum Louvre Abu Dhabi took its famous artworks to the people to generate brand love and increase footfall.

Connect: Slow Trends

Case Study • Ali Cheikhali, WARC Prize for MENA Strategy, Shortlisted, 2018

Small independent internet provider ISP Connect used a social-media-based strategy to drive sales and increase market share in Lebanon.

Bou Khalil Supermarket: Em Khalil

Case Study • Nicolas Geahchan, Tarek Haddad, Paola Mounla, WARC Prize for MENA Strategy, Shortlisted, 2018

Lebanese supermarket chain Bou Khalil used an integrated strategy to tackle the problem of gender inequality and be seen as a driver of change and innovation.

Saudi Telecom Company: Meet the HouseWiFis

Case Study • Dana Al-Kutoubi, WARC Prize for MENA Strategy, Shortlisted, 2018

Telecoms company Saudi Telecom Company used a light-hearted campaign to increase the number of subscribers to its fixed internet network in Saudi Arabia.

Puck: Cook with Her

Case Study • Tahaab Rais, Aakriti Goel, WARC Prize for MENA Strategy, Shortlisted, 2018

Cheese brand Puck used a provocative film to increase share of voice and market share in Saudi Arabia during Ramadan.

Emirates NBD: Dear Younger Me…

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2018

Emirates NBD, a young bank in Egypt, used a non-traditional campaign to launch the country's first fully-serviced youth banking product, and drive engagement and acquisitions.

Emirates NBD: People with Determination

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2018

Banking brand Emirates NBD created a unique programme to help people with disabilities into employment in the UAE.

EGBank: The Chronicles of Oufa

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Shortlisted, 2018

EGBank used a non-traditional campaign on social media to target Egyptian youth and secure their custom.

Nissan: Camelpower – The world's first measure for desert performance

Case Study • Vishal Badiani, Ali Marashi, WARC Prize for MENA Strategy, Shortlisted, 2018

Automotive brand Nissan Middle East created a new industry benchmark for automotive desert performance.

Egyptian Tourism Authority: Rebounding for inbounding

Case Study • Amir Adib, Sally Ezzat, Razan El Meligi, WARC Prize for MENA Strategy, Shortlisted, 2018

The Egyptian Tourism Authority used market-specific communication with experience-led messages to increase the volume of inbound tourism from ancillary markets.

Medcare Women & Children Hospital: Footnote for the breast

Case Study • Leslie Paul, WARC Prize for MENA Strategy, Shortlisted, 2018

Medcare Women & Children Hospital, a leading healthcare provider in the UAE, used a hands-on creative campaign to raise awareness of the necessity for breast checks among local and Arab women.

Byblos Bank: There's no home like home

Case Study • Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Shortlisted, 2018

Byblos Bank targeted Lebanese expats with an integrated content campaign to promote its Expat Housing Loans.

Sadia: Cook Less, Waste Less

Case Study • Jala Fawaz, Jackie Hughes, WARC Prize for MENA Strategy, Shortlisted, 2018

Sadia, a leading food brand, employed a social media strategy in the MENA region to convince women that they could cook less, waste less but feel just as generous during Ramadan.

The Egyptian Autistic Society: More to Autism

Case Study • Lina Fateen, Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2018

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.

Infiniti: Gone in six days

Case Study • Alexandra de Smet, Mazher Abidi, WARC Prize for MENA Strategy, Shortlisted, 2018

Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.

Monoprix Go

Case Study • Melek Ourir, WARC Prize for MENA Strategy, Shortlisted, 2018

Monoprix, a leading supermarket in Tunisia, used a multi-reality approach to boost the in-store experience and attract a younger generation of loyal shoppers.

Sodimac: Hijacked Highway

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Sodimac, a Chilean home improvement warehouse, increased its sales in Peru by taking over 15km worth of billboards on a busy highway to the beach, during summer.

Spotify: Wrapped

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Spotify, a music streaming service, created personalised playlists to summarise its global customers' year on Spotify in order to increase usage and downloads of the app.

Finding our Virginity: How fighting fact with feeling helped Virgin Media take on the might of Sky

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Virgin Media, a telephone, television and internet services company, increased demand for its productsin the UK by using its brand ambassador, Usain Bolt, to show what it's like to be the fastest.

Iziko Museums of South Africa: The Slave Calendar and the Iziko Slave Museum – How a simple calendar touched the lives of 33.7 million people

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

The Iziko Museums of South Africa, a group of museums, created an oversized calendar to celebrate and remember the stories of enslaved family members of South African citizens, in order to increase visitor numbers.