Advertising best practice, evidence and insights

What’s working in augmented and virtual reality

Article • WARC Category Intelligence, January 2020

Global strategies, campaign updates and trends in augmented and virtual reality.

Article • WARC Best Practice, September 2019

This article sets out key insights about the use of virtual reality within the advertising industry, arguing that the complete brand experience it can offer users will make it increasingly important in an ever more distracting world.

How to use virtual reality or augmented reality in your marketing strategy

Article • Tamara Sword, WARC Best Practice, May 2017

This article describes the differences between virtual reality (VR), augmented reality (AR) and mixed reality (MR), and how they can best be used in a marketing strategy to offer consumers a unique experience.

P/S: The Adventure With King Leo and Friends

Case Study • Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Shortlisted, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

Initiating impact: Differentiating in a different world

Article • Research on WARC, September 2020

Provides regional insights to support brands as a change agent as they redefine their goals now and into the future.

The State of the Industry: Mobile Marketing in the UK 2020

Data • WARC Data, August 2020

Summarises the findings of WARC's latest mobile marketing survey, conducted across the UK on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Adaptability and digital availability are key to winning Southeast Asia’s e-commerce race

Article • Carlos Matriano, WARC Exclusive, July 2020

PHD’s Carlos Matriano outlines key developments in Southeast Asia’s e-commerce landscape that will inform brand strategy beyond COVID-19.

The State of the Industry: Mobile Marketing in EMEA 2020

Data • WARC Data, July 2020

Summarises the findings of WARC's latest mobile marketing survey, conducted across EMEA on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Retailers must rip up the playbook to create a more profitable future

Opinion • Lawrence Dodds, July 2020

This is the ideal moment for retailers to rip up the playbook and create change, argues UM’s Lawrence Dodds.

Why sports brands should make a play for virtual connection

Opinion • Nora Henriksson, July 2020

Sporting events are just starting to come back in some parts of the world – but in most places, crowds aren’t.

Cabinet Bouzar Expertises: Projet Theo

Case Study • SABRE Awards, Gold, EMEA, 2020

Cabinet Bouzar Expertises, a business management firm, educated the French public on the signs of radicalisation by using VR headsets and AI to put the viewer in the shoes of a mother questioning her son.

Huawei's Unfinished Symphony

Case Study • SABRE Awards, Gold, EMEA, 2020

Huawei, a telecommunications brand, completed Schubert's famous Unfinished Symphony using AI technology and launched it at an event in London to promote its brand among UK consumers.

Can advertisers overcome consumer qualms with virtual reality? Increasing operational transparency through self-guided 360-degree tours

Research Paper • Nathalie Spielmann and Ulrich R. Orth, Journal of Advertising Research, Digital First, June 2020

Perceived lack of authenticity and inferences of manipulative intent by an advertiser can impede an advertisement’s intended effect.

Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.

Advertising in 2030: Expert predictions on the future of advertising

Article • Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020

With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.

Capitol Records UK: Liam Payne becomes a Pinball Wizard

Case Study • Vanessa Bakewell, Nigel Kendall, WARC Awards, Entrant, Effective Innovation, 2020

Capitol Records UK the music label used an augmented reality pinball game as an innovative way to launch Liam Payne's new single Stack it Up in the UK.

Audi: e-tron Has Landed

Case Study • Paloma Ho, WARC Awards, Entrant, Effective Innovation, 2020

Car maker Audi took a chance on augmented reality to increase its popularity and build awareness of its first purely electric car in Taiwan.

Ford Ranger Malaysia: Crash Test Drive

Case Study • Su Ling Chan, Danesh Asokkumar, WARC Awards, Shortlisted, Effective Innovation, 2020

Auto brand Ford increased sales of its Ranger pick-up truck in Malaysia by rolling out a VR test-drive experience.

What’s working in consumer electronics

Article • WARC Category Intelligence, February 2020

Global strategies, campaign updates and trends in the consumer electronics category.

Applying the psychology of AR to OOH

News • 31/01/2020

The psychological impact of augmented reality (AR) can be used in an OOH advertising context to build emotional connections and bring consumers closer to a brand, research suggests.

Out-of-home, 5G, augmented reality and the impact of a new media channel

Article • Jennie Roper and Dr. Alastair Goode, WARC Exclusive, January 2020

Explores the psychological impact of augmented reality and how it can be used in an OOH advertising context to build emotional connections and bring consumers closer to a brand.

The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.

Three emerging tech trends that will define Asia in 2020

Opinion • Laurent Thevenet, January 2020

With a the dawn of a new decade, R/GA's Laurent Thevenet highlights three key tech trends that will be defining Asia's landscape in the year to come, and makes a call for a more human future.

'Coke with a meal' approach integrates Coca-Cola into China's extensive food culture

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Coca-Cola regularly introduces new designs in the China market, but the promotion of a new slim City Can in 2018 created both a challenge and an opportunity.

Neurodigital: TOUCHING MASTERPIECES

Case Study • Integrated Marketing Communications Council Europe, Gold, Cause, Charity/Non-profit Marketing or Social, 2019

NeuroDigital, a technology company, promoted its technologies by creating a Virtual Reality experience that gave the blind the chance to see through Virtual Touch in the Czech Republic.

Virtual & augmented reality