Europe

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BIPA: Permanent Price Proof

Case Study • AME Awards, Bronze, 2018

BIPA, a drugstore retailer in Austria, broke a Guinness World record by launching a live stunt on TV to promote its discounted products.

Borotalco’s Stop the Stink Hotline

Case Study • SABRE Awards, Gold Sabre Award For Fashion And Beauty, EMEA, 2018

Borotalco, an antiperspirant brand, launched the Stop the Stink Hotline campaign in Austria to increase brand preference and awareness.

Improving the effectiveness of CSR claims

News • 06 April 2018

NEW YORK: Corporate social responsibility (CSR) efforts that make specific claims, receive external coverage and win awards can have a greater impact on consumers, according to a study published in the Journal of Advertising Research (JAR).

Improving the Effectiveness and Credibility of Corporate Social-Responsibility Messaging: An Austrian Model Identifies Influential CSR Content and Communication Channels

Research Paper • Verena Gruber, Magdalena Kaliauer and Bodo B. Schlegelmilch, Journal of Advertising Research, Vol. 57, No. 4, 2017, pp. 397-409

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Hornbach: Man Cave

Case Study • European Association of Communications Agencies, Finalist, 2017

Hornbach, a German DIY retailer, launched its brand in the world of e-commerce by creating DIY tutorials to reach younger audiences across Austria, the Czech Republic, Germany, the Netherlands and Switzerland.

Café Royal: In the service of good taste

Case Study • European Association of Communications Agencies, Silver, 2017

Café Royal, a Swiss coffee brand, launched its campaign across Europe in partnership with Robbie Williams to gain more market share from key competitors Nespresso and Mondelez.

Hornbach: Heldenkranz

Case Study • European Association of Communications Agencies, Finalist, 2017

Hornbach, a German DIY retailer, launched its ‘#Heldenkranz’ campaign to successfully reach ts target audience during the Euros 2016; despite the fact that the brand is unrelated to football.

Light for the World NGO Austria: Blind Spot

Case Study • Direct Marketing Association - US, Bronze, Best Use of Mobile, 2017

Austrian NGO Light for the World let people experience the symptoms of cataract while reading their daily newspaper in order to increase donations and cure preventable blindness in parts of Africa.

Hornbach: #Heldenkranz / Crown of Glory

Case Study • AME Awards, Gold and Silver, 2017

This case study explores how HORNBACH, a German DIY store, launched a national campaign in Germany and Austria, to represent male bald patches as a crown of glory and symbol of masculinity.

Oetztal Tourismus: Save Me - the ski pass that saves lives

Case Study • AME Awards, Gold, 2017

This case study explores how Oetztal Tourismus, a range of hiking hotels in Austria, launched a ski pass in the local area of Soelden, which would be the first of its kind to have a built-in chip to make skiers locatable.

Hornbach: You Are Alive. Do You Remember?

Case Study • AME Awards, Gold and Silver, 2017

This case study explores how HORNBACH, the German DIY store, ran a campaign in several markets across Europe to emphasise how satisfying gardening and backyard projects can be, despite how 'uncomfortable' they may look.

Plan.Net: WhatsGerman

Case Study • AME Awards, Gold and Silver, 2017

This case study explores how Plan.Net, a creative agency, launched a national campaign to help refugees arriving in Germany to learn German.

Hornbach: Man Cave

Case Study • AME Awards, Gold and Silver, 2017

This case study explores how HORNBACH, a German DIY store, launched a campaign centred around the idea that everyone needs a place to retreat, which ran in Germany, Austria, Switzerland, the Netherlands, Sweden, the Czech Republic and Slovenia.

Magnum: Pink and Black

Case Study • European Association of Communications Agencies, Bronze, Euro Effies, 2016

This case study explains how Magnum, the ice cream brand, launched a new product in Europe by associating moods and flavours.

Zalando: #whereveryouare

Case Study • European Association of Communications Agencies, Gold, Euro Effies, 2016

This case study explains how online retailer Zalando used micro-targeting to make people living in small towns and villages feel special - and increase sales.

Samsung Electronics Austria: Power Sleep

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study details a campaign by Samsung in Austria that attempted to create brand love through the 'Launching People' project that demonstrated its purpose: that tech can lead to great things in the hands of people.

Deutsche Telekom: Wi-Fi Dogs

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study describes how Deutsche Telekom, a German telecoms company, changed customer behaviour and increased sales with the help of a humorous 'mockumentary'.

Falter Newspaper: Digital - 'Inferno' (Austria)

Gunn Report • Gunn Creative, 2016

Contains the digital creative 'Inferno' for Falter Newspaper by the agency Jung von Matt in Austria.

BMW Night Vision System: Print - 'Animal Detecting Billboards' (Austria)

Gunn Report • Gunn Creative, 2016

Contains the print creative 'Animal Detecting Billboards' for BMW Night Vision System by the agency Demner, Merlicek & Bergmann in Austria.

Gillette Body

Case Study • European Association of Communications Agencies, Gold, Euro Effies, 2015

This case shows that Gillette, Europe's biggest shaving brand, made body shaving, and thus buying a specific body razor, feel socially acceptable.

Mini Hatch : Print - 'Mini Traffic Lights' (Austria)

Gunn Report • Gunn Creative, 2015

Contains the print creative 'Mini Traffic Lights' for Mini Hatch by the agency Demner, Merlicek & Bergmann in Austria.

Hornbach Baumarkt: The Hornbach Hammer

Case Study • European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Hornbach Baumarkt, the German Hammer manufacturer, launched a limited addition 'must have' product that created such high demand that all the hammers sold out in three days in Germany and Austria.

McDonald's Austria: Print - 'Bubbles', 'Cactus' and 'Fireworks' (Austria)

Gunn Report • Gunn Creative, 2014

Contains the print creative 'Bubbles', 'Cactus' and 'Fireworks' for McDonald's Austria by the agency DDB Tribal in Austria.

Opel : Print - 'Opel Sky Surprise' (Austria)

Gunn Report • Gunn Creative, 2014

Contains the print creative 'Opel Sky Surprise' for Opel by the agency Wien Nord in Austria.

Samsung Washing Machines: Film - 'Vibration Free Washing' (Austria)

Gunn Report • Gunn Creative, 2014

Contains the film creative 'Vibration Free Washing' for Samsung Washing Machines by the agency Traktor Wien in Austria.

How to develop an effective customer experience strategy

Article • John Sills, WARC Best Practice, April 2018

Explores the importance of customer experience in creating long-term sustainable success for organisations and how to systematically deliver an experience that is valuable for the customer and the business.
Marketing budgets: Four ways to do more with less

Article • Ruth Saunders, WARC Best Practice, November 2017

As marketers come under constant pressure to deliver ROI while doing "more with less", they can find efficiencies by adopting strategies that have proven successful for a number of start-ups.
New lessons from Binet and Field - Media in Focus: Marketing effectiveness in the digital era

Article • Sam Peña-Taylor, Event Reports, IPA Effectiveness Week, October 2017

Les Binet and Peter Field have undertaken new research based on the IPA Databank, exploring marketing effectiveness in a time of relative digital maturity.
How to use TV effectively in the media mix

Article • Matt Hill, WARC Best Practice, September 2017

This article provides key ways to use TV effectively in the media mix by combining it with social, OOH, radio and press, and explains why TV has not been negatively impacted by new technologies.
The gift that keeps on giving: John Lewis Christmas advertising, 2012 - 2015

Case Study • Les Binet, Institute of Practitioners in Advertising, Grand Prix and Gold, IPA Effectiveness Awards, 2016

This case study shows how John Lewis, a UK retailer, successfully launched four Christmas campaigns that consolidated its advertising's status as an iconic Christmas event.
Marketing in the Digital Age: Binet and Field on how media choices impact effectiveness

Article • Joseph Clift, Event Reports, Eff Week, November 2016

This report discusses Marketing in the Digital Age, a new work looking into the causes of marketing effectiveness from Les Binet and Peter Field.