Seasonal & occasion marketing

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What we know about seasonal and occasion marketing

Article • WARC Best Practice, January 2019

This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.

What we know about Super Bowl advertising

Article • WARC Best Practice, January 2019

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.

Indian consumers save up for festive spending

News • 23 September 2019

Indian consumers are gearing up for the festive season, especially Diwali at the end of October, but a recent nationwide survey provides a mixed picture for retailers and FMCG brands in the months ahead.

HSBC: #ThisIsMyCNY: A Fresh Perspective on Chinese New Year Traditions

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

HSBC, a bank, launched a documentary series on Facebook Stories in China that followed millennials leading up to Lunar New Year.

HONOR: Yeh Diwali HONOR Wali’ (A Diwali with HONOR)

Case Study • SABRE Awards, Asia-Pacific, Consumer Marketing (New Product), Gold, 2019

HONOR (Huawei), a smartphone brand, leveraged the festival of lights, Diwali, the biggest celebration in India of shared joy and family, to connect with consumers.

KitKat: Break in case of life's little emergencies

Case Study • Sonia Pascual, Earl Javier, Nanais Hernandez, WARC Prize for Asian Strategy, Shortlisted, 2019

Nestlé-owned chocolate bar brand KitKat re-vamped its packaging to reverse declining sales in the Philippines.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Prize for Asian Strategy, Shortlisted, 2019

QSR brand KFC successfully relaunched its Golden Egg Crunch during Chinese New Year in Malaysia using a TV sync activation.

How reviving its original purpose reversed 8 years of decline for NRMA Insurance

Case Study • The Communications Council, Gold, Australian Effie Awards, 2019

NRMA Insurance, an Australian car insurer, promoted itself as a brand that helps by encouraging acts of help among the Australian public and showcasing this through OOH and a film.

The More The Merrier: ALDI’s Christmas invite that opened up Aussie hearts, minds and wallets

Case Study • The Communications Council, Silver, Australian Effie Awards, 2019

Aldi, a supermarket brand, encouraged Australians to shop at Aldi for Christmas by launching a video campaign that touched on Aussies' generosity with a crash landing from Santa.

Foodbank: Turning a box of nothing into breakfast for WA kids

Case Study • The Communications Council, Gold, Australian Effie Awards, 2019

Foodbank Western Australia, a charity, encouraged food donations by launching a new cereal, Hungry Puffs, which was actually an empty box used to highlight children who don't have breakfast every day.

India prepares for tough festive retail season

News • 05 September 2019

Regional language initiatives and margin adjustments are among the tactics being deployed by brands and retail channels in India as they gear up for what is expected to be a tough festive season.

Brands plan spend for India's festive season amidst slowdown

News • 19 August 2019

Despite the current economic slowdown, brands in India are expected to spend about US$3.9bn on advertising, marketing and promotions during the festive season this year.

Why Avocados From Mexico puts all its advertising chips in the Super Bowl

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, May 2019

Avocados From Mexico, the produce brand, has successfully used a long-term commitment to Super Bowl advertising to build its business.

Global flight trends in the lead up to Hajj 2019

News • 09 August 2019

An estimated 1.8 million Muslims have arrived in Saudi Arabia for the annual Hajj pilgrimage, which begins today and continues until the middle of next week, and it comes as a new report has revealed global trends in flight bookings ahead of the ...

Ruavieja: The Time We Have Left

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2019

Ruavieja, an alcoholic digestive liquor from Pernod Ricard, created a tool that predicted how much time people had left together in an emotional film to encourage brand recognition and awareness in Spain.

Tackling the patriarchy pays off for the Times of India

News • 25 July 2019

An inclusive campaign addressing the exclusion of many women from Kolkata’s largest festival helped change the perception of the Times of India in West Bengal.

HONOR: Yeh Diwali HONOR Wali’ (A Diwali with HONOR)

Case Study • SABRE Awards, South Asia, Technology, 2019

Honor, a Huawei-owned smartphone brand, leverage the festival of lights, Diwali, to connect with consumers in India, leading to one million smartphones sales.

Beko: The D-Remote

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Entrant, 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.

Emirates NBD: The Local’s UAE Bank

Case Study • Tahaab Rais, Tala Arakji, WARC Prize for MENA Strategy, Entrant, 2019

Bank Emirates NBD used Snapchat to appeal to locals in the United Arab Emirates and grow its business.

McDonald's: Being a Mum

Case Study • Tahaab Rais, Carl Bou Abdallah, WARC Prize for MENA Strategy, Entrant, 2019

QSR brand McDonald’s targeted single dads with an online Mother’s Day campaign to drive brand equity and affinity to boost sales in Lebanon.

Coca-Cola: Sunset

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2019

Soft drinks giant Coca-Cola used social media to drive its brand message during Ramadan in the Middle East.

Lifebuoy: Preventing people from infections during Ramadan

Case Study • Alvaro Bretel, WARC Prize for MENA Strategy, Shortlisted, 2019

Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.

Babyshop: World Without Walls

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Silver, 2019

Children's retailer Babyshop used a multichannel approach to redefine its brand strategy during Ramadan in the Middle East.

INFINITI: Q5-0

Case Study • Garrett Olexiuk, WARC Prize for MENA Strategy, Entrant, 2019

Luxury vehicle brand Infiniti deployed a combination of efficient and unconventional media placements in the MENA region to convince World Cup viewers to visit its website and learn more about its new Q50 model.

Nescafé 3in1: University Pride

Case Study • Naila Fattouh, WARC Prize for MENA Strategy, Silver, 2019

Coffee brand Nescafé used TV, digital, outdoor and on-pack design to promote its single-serve Nescafé 3-in-1, following currency devaluation in Egypt.

Advertising repetition: How it impacts emotions, cognitions and ultimately increases purchase intention

Research Paper • Jennifer L. Burton, Jan Gollins, Linda McNeely and Danielle Wallis

Examines the link between advertising repetition and consumers’ purchase intentions, calling into question current advertising practices that suggest that anything more than 10 exposures is excessive.
What we know about seasonal and occasion marketing

Article • 29 January 2019

This article provides advice about how marketers can improve brand perceptions and preference, and drive sales during popular events or cultural festivities such as Christmas or the Super Bowl.
What we know about Super Bowl advertising

Article • 28 January 2019

The current thinking and reading on Super Bowl advertising, an event for which the advertising has become as important as the sport, but the way in which people watch is changing – brands must be ready.
Mars Wrigley finds new insights for marketing on big occasions

Article • Mary Connors

Mars Wrigley, the confectionery company, has uncovered powerful new insights regarding the role that its products can play during major seasonal events.
Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

Research Paper • Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, and Danielle M. Walls

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
Global Ad Trends: OOH in focus

Article • James McDonald
This report summarises the latest research from WARC's Data platform, with a focus on the out of home advertising industry. Key findings include:
- Successful brands allocate 13% of their media budgets to OOH.
- Out of home CPM is routinely lower than the all media average.
- Out of home accounts for 8% of global display adspend.
- Digital's share of global out of home adspend is expected to rise to 45% by 2021.
- A blended schedule can achieve the benefits of digital impacts with affordable reach.
- Consumers are sceptical about the use of in store facial recognition for marketing.
Other key media intelligence includes Twitter turning a profit despite US stagnation, Super Bowl spots outperforming the wider US TV market, digital classified spend overtaking print for the first time, and practitioners' intentions to invest more in audience data this year.