Technology & electronics

Article • Doreen Wang, Admap, July 2019

Looks at how China's internal market has become a test bed for Chinese companies to build premium brands that satisfy the demand for consumption of luxury or premium items.

Siemens: Reimagine the Game

Case Study • Case Studies on WARC, Winner, Technology & Telecoms, 2019

Siemens AG, the automation company, reachd 37 million people due to the launch of its interactive platform for football fans in Germany.

Arçelik A.Ş.: Equal Dictionary

Case Study • SABRE Awards, EMEA, Turkey, Gold, 2019

Household appliances manufacturer Arçelik created mobile apps to reduce the use of gender discriminatory words or phrases to mark International Women’s Day in Turkey.

Whirlpool EMEA: #PlacesthatMatter

Case Study • SABRE Awards, EMEA, Home & Furniture, Gold, 2019

Whirlpool, the global manufacturing corporation, created a travelling photo exhibition to strengthen its position as a strong industrial asset in the places where it operates in the EMEA region.

Philips: #ShaveToRemember

Case Study • SABRE Awards, Africa, Digital Campaign, Gold, 2019

Philips, an electronics company, launched a mobile barbershop in partnership with the Nelson Mandela Foundation to give the famous Nelson Mandela line haircut to people in Johannesburg, symbolising Mandela's values in a divided world.

Whirlpool Corp (Household and domestic)

Article • Euromonitor Profiles, April 2019

This Company Profile from Euromonitor provides key details and analysis of Whirlpool Corp, the owner of brands such as Maytag and KitchenAid.

Tefal: Getting people to barbecue at 50ºC

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Tefal, the global cookware brand, used whole-funnel marketing to extend the purchase season and increase sales of its electric grill in Saudi Arabia and the UAE.

Beko: The D-Remote

Case Study • Tahaab Rais, WARC Awards, Shortlisted, Effective Innovation, 2019

Manufacturer Beko used online video, influencer marketing, PR and a specially created TV remote control to improve its brand relevance with men and increase sales of its smart TVs in Turkey.

The media transformation of Electrolux

Article • Brooke Hemphill, Event Reports, Programmatic Summit, March 2019

Marty Carroll, Global VP Digital Marketing at Electrolux Global, explained how the appliance manufacturer implemented a global media transformation programme.

Arcelik (Household and domestic)

Article • Euromonitor Profiles, February 2019

This Company Profile from Euromonitor provides key details and analysis of Arcelik AS, the owner of brands such as Beko, LKA and Blomberg.

The world market for consumer appliances (major)

Article • Euromonitor Strategy Briefings, January 2019

Provides a global outlook on the major consumer appliances market, including the leading companies and brands, top trends shaping the industry and market snapshots.

LG Group (Household and domestic)

Article • Euromonitor Profiles, January 2019

This Company Profile from Euromonitor provides key details and analysis of LG Group, the owner of brands such as LG and Goldstar.

Sony (Household and domestic)

Article • Euromonitor Profiles, December 2018

Provides key details and analysis of consumer electronics company, Sony.

Dyson Pore Cool

Case Study • MMA Smarties, Bronze, Spain, 2018

Dyson, a technology company, promoted its Dyson purifier product by launching a geo-targeted campaign that produced targeted ads to people depending on the weather in their location.

JP Series: A digital branding campaign for room air conditioners in APAC

Case Study • Kento Sakuma, Nick Ashley, Mamoru Kotani, Kohei Matsui, WARC Prize for Asian Strategy, Entrant, 2018

Mitsubishi Electric, an appliances manufacturer, used a TV ad to increase sales of its new JP series air conditioner across Asia.

Livpure: Cutting Paani

Case Study • Shivendra Dikshit, WARC Prize for Asian Strategy, Entrant, 2018

Livpure, a water purifier brand, encouraged people in India to preserve water with a digital and social media campaign built on a colloquialism.

Philips Vistaar India

Case Study • Dragons of Asia, Best Business To Business Or Trade Marketing Campaign, Silver, Dragons of Malaysia, 2018

Philips, the electronics company, tapped into an emerging market in rural India using data to generate INR 40m of incremental business in four months.

70 Years LG Electronics

Case Study • SABRE Awards, Diamond, LATAM, Superior Achievement in Reputation Management, 2018

LG, an electronics company, became the most visualized brand in national media that was forged by its closer relationship with technology journalists in Chile.

Philips: It's Not You. It's the Iron

Case Study • SABRE Awards, Gold, APAC, Digital Campaign, 2018

Philips, an electronic appliances brand, was able to convince Koreans that their clothing iron can make the laborious task of ironing much easier.

Samsung Corp (Consumer Appliances)

Article • Euromonitor Profiles, August 2018

This Company Profile from Euromonitor provides key details and analysis of Samsung Corp in the consumer appliances market.

Panasonic (Household and domestic)

Article • Euromonitor Profiles, August 2018

This Company Profile from Euromonitor provides key details and analysis of Panasonic.

Voice assistants can damage brand loyalty

News • 10 August 2018

NEW YORK: Virtual voice assistants (VVAs) like Amazon Alexa and Google Home offer a range of opportunities for marketers, but new research has revealed that they also could pose a threat to brand loyalty.

Chinese kitchen brand scores with World Cup stunt

News • 19 July 2018

ZHONGSHAN, CHINA: Though the recent FIFA World Cup drew attention and ad-spend from some of the world’s biggest brands, it’s a little-known Chinese kitchen brand which is seeing huge buzz as a result of its unorthodox marketing strategy ...

Whirlpool: Care Counts laundry program

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

Whirlpool, a home appliances manufacturer, created a laundry program aimed at reducing, and raising awareness of, chronic student absenteeism from school in the US.

Lessons from the WARC 100 2018

Article • David Tiltman, Heather Andrew and Jenny Hall, WARC Webinars, June 2018

David Tiltman, Head of Content at WARC, Heather Andrew, UK CEO of Neuro-Insight, and Jenny Hall, SVP of Creative Strategy at Digitas, discuss some of the key commonalities that link the most awarded campaigns in the WARC 100 rankings for effectiveness.