Article
•
WARC Best Practice, August 2019
Provides guidance and best practice on using a celebrity to communicate a brand in the age of social media, where a move to engaged experts and stars-of-the-people can connect with consumers through digital in an effective and authentic way.
News
•
18 November 2019
E-commerce is all about creating a frictionless experience to help ease shoppers in and out of the platform, but Alibaba turned that approach on its head for Singles Day, with a “stickiness strategy” to keep people on its sites for longer.
Case Study
•
Tangrams Strategy & Effectiveness Awards, Bronze, 2019
The Movember Foundation, a charity that aims to tackle the biggest health issues faced by men, got men in New Zealand to talk about their mental health by creating an online survey, the Mensus, which gave them tailored messages to send to friends based on their answers.
Case Study
•
Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Standard Chartered Bank, a banking brand, increased applications for its Simply Cash Visa Card in Hong Kong by launching an algorithm agent that provides personalised, targeted content based on the viewing habits of young consumers.
Case Study
•
Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Kraft Parmesan, a cheese brand, increased sales in Japan by launching a video in a hospital lobby and in-store activations to show people the health benefits of the high calcium content in its parmesan.
Case Study
•
Tangrams Strategy & Effectiveness Awards, Silver, 2019
Coca-Cola, the soft drinks brand, increased market share and brand love in China by launching an Augmented Reality (AR) experience on Baidu that connected young people through games and live maps.
Article
•
Research on WARC, November 2019
This GroupM report recaps the pre-sale, warm-up and breakout periods of key e-commerce players in China like Tmall and JD, who are seeking market growth from new users, new categories, new consumption occasions, and new content.
News
•
08 November 2019
Partnership programs “are going to create a whole new genre of advertising”, according to Procter & Gamble’s chief brand officer Marc Pritchard.
Case Study
•
Best Media Innovation, Branded Content, 2019
Asian Paints sought to establish itself as a source of inspiration for home decor in India with a high-reach campaign that built on the success of its earlier ‘Where the Heart is’ and ‘Young & Attractive’ messages.
Case Study
•
Best Media Strategy, Consumer Products, Others, 2019
Surf Excel, a laundry detergent brand, connected with affluent mothers in India by reframing failure as a journey that encourages learning.
Case Study
•
Best Media Innovation, Sponsorships, 2019
Axis Bank wanted to make digital banking a part of daily life for its customers in India while attracting potential new customers, so it enlisted the help of India’s most trusted and iconic star, Amitabh Bachchan, to demonstrate its digital banking app during a key moment in the nation’s biggest game show, KBC.
Case Study
•
MMA Smarties, Gold, X (Global), 2019
Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.
Case Study
•
Best Integrated Campaign, Consumer Products, Beverages and drinks, 2019
Horlicks, the malt-based drink by GSK Consumer Healthcare, launched its 'No Fear This Year' campaign in India to promote Horlicks as a healthy choice during stressful school-time exam periods.
Case Study
•
Best Media Strategy, Consumer Products, Cosmetics, toiletries, personal hygiene, 2019
Cleaning brands Dettol and Harpic joined forces with the Indian government’s countrywide programme of improving sanitation and launched Banega Swachh India (make India clean), a five-year awareness campaign to improve hygiene and sanitation practices, while promoting Dettol and Harpic.
Case Study
•
Best Ongoing Media Campaign, 2019
Tata Tea, a tea brand, created a series of campaigns in rural India, using its case marketing asset JaagoRe to increase brand affinity and sales.
Case Study
•
Best Media Innovation, Digital, Social Media, 2019
Big Bazaar, the company behind India’s popular annual shopping festival, Sabse Saste Din, wanted to connect with millennial users of social media.
Case Study
•
MMA Smarties, Gold, X (Global), 2019
Bubly, the sparkling water brand, successfully broke into the sparkling water category by partnering with a set of celebrities and social media content platforms to drive a mobile led campaign that engaged US consumers.
Case Study
•
Best Media Strategy, Consumer Products, Beverages and drinks, 2019
Mirinda, a PepsiCo beverage, ran an ethical campaign in India to drive a stronger association with teenagers and increase brand awareness.
Case Study
•
MMA Smarties, Gold, X (Global), 2019
Lay's, the potato chips brand, increased its e-commerce sales by launching a social-media viral video campaign in which Chinese consumers lip-synced a monologue heavily featuring the chips' characteristic crunchy sound.
Case Study
•
Best Integrated Campaign, Consumer Products, Confectionery and food, 2019
Sugar Free, the market leader in India's artificial sweetener category, increased penetration with a 'sugar-free India' message and induced shoppers to opt for Sugar Free as the healthier option to cane sugar.
Case Study
•
Best Media Strategy, Consumer Products, Beverages and drinks, 2019
McDowell's No.1, an Indian brand of spirits, increased awareness and consumption in India by launching a celebrity chat show that inspired audiences to celebrate friendship.
Case Study
•
Best Media Innovation, Television, 2019
Mobile phone network Vodafone wanted to get mind share back in India, so it created an ad campaign that saw the return of the company's beloved mascot, the pug, delivering network-related communication to help break through the 4G clutter in this category.
Case Study
•
MMA Smarties, Gold, North America, 2019
Electronics giant Samsung got talkshow host Jimmy Fallon to film an entire episode of The Tonight Show on its latest smartphone to promote the launch of its Galaxy S10+ handset in the US.
Case Study
•
MMA Smarties, Finalist, North America, 2019
Headache-relief brand Excedrin created three limited editions, promoted via targeted mobile, influencers, digital OOH and on-ground sampling, to bring its new creative strategy to life among audiences in the US.
News
•
05 November 2019
Jeep, the auto marque owned by Fiat Chrysler Automobiles (FCA), has made innovative use of music partnerships to engage consumers, as well as to create impactful TV spots.
