Europe

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Case Study • Design Business Association, Bronze, Design Effectiveness Awards 2013

Vina Laguna, a Croatian wine brand owned by AGROKOR Vina, wanted to shake off its image as a volume wine from the communist era and embody a modern, premium identity, based around the wine-producing region of Istria.

Brother International Europe: 141%

Case Study • European Association of Communications Agencies, Silver, Euro Effies, 2012

Brother, the printer manufacturer, needed to increase its retail distribution and grow its low level of brand awareness, especially in the UK, France and Germany.

Parodontax: Difference

Case Study • European Association of Communications Agencies, Silver, Euro Effies, 2012

Paradontax, the GlaxoSmithKline-owned dental gum care brand, wanted to increase its share of the growing market for its product in Bulgaria, Croatia, Germany, Italy, Romania, Russia and Slovenia.

T-Mobile: Singalong

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2011

This is the story of a how a single cohesive, fully-integrated campaign for T-Mobile successfully delivered both brand metrics and business objectives across the UK and five Eastern European markets.

Droga Kolinska : Argeta Junior

Case Study • European Association of Communications Agencies, Bronze winner, Euro Effies, 2010

This campaign promoted Argeta Junior, a new sub-brand of Argeta, a pâté popular in the Adriatic region.

Lenor Parfumelle - 'Dresses in luxury'

Case Study • European Association of Communications Agencies, Entrant, Euro Effies, 2010

As the economic downturn reached a peak in 2008–09, Lenor sought to roll out a new super-premium brand extension, the Parfumelle Collection, in 16 Eastern Europe markets, including the Czech Republic, Hungary and Poland.

T-Mobile: Singalong

Case Study • European Association of Communications Agencies, Silver winner, Euro Effies, 2010

'Singalong', a brand-building campaign for T-Mobile, boosted brand approval in target markets by up to 17% and won a silver award at the 2010 Euro Effies.

Deutsche Telekom: T-Mobile Singalong

Case Study • WARC Prize for Innovation, Entrant, 2010

This is the story of a how one radically fresh, fully integrated campaign for Deutsche Telekom successfully delivered both brand metrics and business objectives across six very diverse European markets.

Mobile Marketing Forum 2008: P&G's mobile ambitions & case studies from emerging markets

Article • Carlos Grande, Event Reports, Mobile Marketing Forum, October 2008

WARC Online editor Carlos Grande reports from day two of the Mobile Marketing Forum 2008 on the growing use of mobile marketing in emerging markets, where mobile ownership and usage are often more prevalent than traditional media and communications channels.

GlaxoSmithKline – Corega: Celebrity testimonials

Case Study • European Association of Communications Agencies, Bronze winner, Euro Effies, 2008

GSK's Corega brand is a denture fixative, allowing users to fix dentures to the gums. Research undertaken by GSK found that while fixatives were used by over 20% of denture wearers in countries like Germany and the USA, this figure was just 10% in Central and Eastern Europe.

Sensodyne - Recommended by Dentists

Case Study • European Association of Communications Agencies, Gold winner, 2006

This is a story about the power of focus. By refocusing on its core essence of the 'So effective, dentists recommend it' campaign, Sensodyne was able to not only beat off the threat of a major competitive launch, but also doubled its set objectives growing European sales by 20% and value market share by 1.1%.

Generali - Under the Wings of the Lion

Case Study • European Association of Communications Agencies, Bronze winner, 2006

With objectives of attaining 10 percent higher awareness, brand positioning, and market share, Generali launched its “Under the Wings of the Lion” insurance campaign in Central and Eastern Europe (CEE).

Discreet Tanga - Boy

Case Study • European Association of Communications Agencies, Gold winner, 2006

Breaking with category communication standards, coming up with insightful strategy and connecting with consumers on an emotional level allowed Discreet to win over the Central and Eastern European marketplace.

Olympus Mju Mini - New Eyes V

Case Study • European Association of Communications Agencies, Bronze winner, 2005

The success of the campaign 'New Eyes V' was based on introducing the high-end camera brand Olympus to young and fashionable buyers.

Mazda: Mazda 6 – 'Soul of a Sports Car'

Case Study • European Association of Communications Agencies, Finalist, 2004

The launch of the new Mazda6 in the all-important “family” segment was much more than just the launch of the new car.

Opel Meriva: 100% Meriva - 100% Flexible

Case Study • European Association of Communications Agencies, Finalist, 2004

The challenge was to launch the Opel Meriva - a new small versatile monocab -whilst achieving the overall objectives for the Opel brand.

Coca Cola: Chihuahua

Case Study • European Association of Communications Agencies, Silver winner, 2004

With its ‘Chihuahua’ campaign Coca-Cola succeeded in shedding its image as a conservative, distant and static brand unappealing to young people, and reinventing itself as a young and hip drink.

Starbucks and social: How Starbucks created the fourth place in coffee culture

Case Study • Matthew Philip and Rachael Lake, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Starbucks, a coffee company and coffeehouse chain, engaged with UK customers by launching a social media campaign across a number of years, which saw it make its cups an icon and launch a series of events.
Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
How rethinking qualitative research can help brands understand Generation Z

Article • Emily Goldhill, WARC Best Practice, June 2018

Livity, a youth marketing agency, distils what it has learned from over 17 years’ experience about how to effectively research and understand young people.
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.
Using technology to drive behavioural change in healthcare

Article • D'Arcy King, WARC Best Practice, February 2018

Looks at how new technologies are affecting the healthcare profession and suggests ways that health data can be used to change consumer behaviour.
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.