Europe

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HSBC UK: Cyber-Crime: a campaign that didn't add up

Case Study • SABRE Awards, EMEA, Consumer Products, Gold, 2019

Banking brand HSBC ‘stole’ the identity of TV mathematician Rachel Riley to educate customers in the UK about the dangers of cyber crime.

Roald Dahl Story Company: Matilda Comes Up Trumps

Case Study • SABRE Awards, EMEA, Entertainment, Gold, 2019

The Roald Dahl Story Company, the organisation that manages the copyrights of author Roald Dahl, employed a content-led approach to celebrate the 30th anniversary of the children’s novel Matilda and bring the character into the current day.

The Royal Mint: The Great British Coin Hunt

Case Study • SABRE Awards, EMEA, Product Media Relations (consumer media), Gold, 2019

The Royal Mint, the producer of coins for Britain and 60 other countries, created a set of 10-pence coins featuring letters of the alphabet to encourage a new generation of coin collectors in the UK.

Gemeente Rotterdam: Pikpraat van Straat / 'Dicktalk' of the Street

Case Study • SABRE Awards, EMEA, Government Agencies, Gold, 2019

Rotterdam Council launched a multiplatform campaign to tackle street sexual harassment in the city.

ABSOLUT Vodka: True colors of Slovakia

Case Study • SABRE Awards, EMEA, Central Eastern Europe, Gold, 2019

Vodka brand Absolut used a multichannel campaign to raise brand awareness and take a stand against racism and xenophobia for its launch in Slovakia.

HP: HP Sprocket - #reinventmemories

Case Study • SABRE Awards, EMEA, Consumer Electronics, Gold, 2019

Tech brand HP used an omnichannel, influencer-led campaign to relaunch its HP Sprocket, a wireless, pocket-sized printer, in the Netherlands.

NGO Vidchui: The Opera No One Heard

Case Study • SABRE Awards, EMEA, Not-For-Profit Organizations, Gold, 2019

Vidchui, an organisation that helps aurally impaired people, created a live opera stunt backed by social media to persuade young people in Ukraine to get their hearing checked.

McDonald's UK: Food, restaurants and people: promoting and protecting McDonald's license to operate

Case Study • SABRE Awards, EMEA, Corporate Media Relations, Gold, 2019

Fast-food brand McDonald’s delivered a reputation communications strategy that positioned it as a business changing for the better, to maintain and deepen trust among audiences in the UK and Ireland.

Square: Square: Digital Towns

Case Study • SABRE Awards, EMEA, Financial Services, Gold, 2019

Electronic mobile payment company Square took a boots-on-the-ground approach to raise its profile among small business owners, and reach national and local influencers for its launch in the UK.

Huawei: Waistcoat's Coming Home

Case Study • SABRE Awards, EMEA, Guerrilla Marketing, Gold, 2019

Mobile phone brand Huawei created a social media campaign around England football manager Gareth Southgate’s waistcoat to generate mass awareness of the brand in the UK during the FIFA World Cup 2018.

Iceland Foods Ltd: The Christmas advert that never was

Case Study • SABRE Awards, EMEA, Cause-Related Marketing, Gold, 2019

Iceland, the frozen foods supermarket, ran an integrated media campaign to communicate its ban on palm oil and to show its Christmas TV ad, which had been banned from TV.

Burger King: Explains a lot

Case Study • SABRE Awards, EMEA, Social Media/Social Networking Campaign, Gold, 2019

Fast-food brand Burger King used a single tweet against rap artist Kanye West to connect with young millennials.

Hartwall Original Long Drink: The Greyest Day of The Year

Case Study • SABRE Awards, EMEA, Special Event, Gold, 2019

Finnish alcoholic drink brand Hartwall Original Long Drink created an integrated campaign to boost sales outside summer, while taking care not to flout Finland’s strict alcohol advertising rules.

Aurubis Bulgaria: The copper heart of Bulgaria – 60 years later, we made it all together

Case Study • SABRE Awards, EMEA, Chemicals & Industrials, Gold, 2019

Copper manufacturer Aurubis used an omnichannel approach to celebrate the sixtieth anniversary of the opening of its plant in Bulgaria.

SBB: Employer Branding Campaign

Case Study • SABRE Awards, EMEA, DACH, Gold, 2019

National rail company SBB used digital and experiential executions, presenting its current workers as the heroes to attract new employees in Switzerland.

MSD Romania: Protect her wings!

Case Study • SABRE Awards, EMEA, Best in Show, Platinum, 2019

Pharmaceutical brand MSD Romania created a multi-platform educational campaign to raise awareness of cervical cancer and boost HPV vaccination rates in the country.

Ford: WheelSwap

Case Study • SABRE Awards, EMEA, Automotive, Gold, 2019

Car manufacturer Ford created a virtual reality tool to provoke behaviour change and understanding between cyclists and other road users in Europe.

Starling Bank: Helping a Challenger Bank Take Flight

Case Study • SABRE Awards, EMEA, United Kingdom and Ireland (Medium Budget), Gold, 2019

Challenger banking brand Starling employed a traditional PR approach to move from the fintech news websites to mainstream media.

Duracell: Duracell: Changing the Recycling Game

Case Study • SABRE Awards, EMEA, Public Education , Gold, 2019

Battery manufacturer Duracell joined NGOs, retailers and government in establishing battery-recycling infrastructure and sustainable business practices in Russia – which has a battery recycling rate of 1.5%, compared with an EU average of 45%.

Harvey Nichols: Broken Windows

Case Study • SABRE Awards, EMEA, Fashion & Beauty, Gold, 2019

London department store Harvey Nichols changed its name and staged a window-smashing exercise to become the most-talked-about department store during London Fashion Week.

LinkedIn: The Interview

Case Study • SABRE Awards, EMEA, Technology: Software & Services, Gold, 2019

Online employment and careers site LinkedIn used a real-time, real-life film of a job interviewee to boost awareness of its role in building a supportive community for its members.

Head & Shoulders: #GoScalpBrave

Case Study • SABRE Awards, EMEA, Marketing to Men, Gold, 2019

Shampoo brand Head & Shoulders launched a creative platform based on the England football team to drive awareness, engagement and sales of its Men Ultra shampoo in England.

Confederation of Finnish Industries (EK): Work Does not Discriminate

Case Study • SABRE Awards, EMEA, Associations, Gold, 2019

The Confederation of Finnish Industries, a body that represents the Finnish employee sector, launched a multichannel awareness campaign to tackle the issue of discrimination in the workplace.

Decathlon Bulgaria Ltd: Decathlon - Road to Malta

Case Study • SABRE Awards, EMEA, The Balkans, Gold, 2019

Sports and activity brand Decathlon created a multimedia campaign based around a running simulator to boost participation in sports in Bulgaria.

Berliner Verkehrsbetriebe (BVG): BVG x adidas - The Ticket-Shoe

Case Study • SABRE Awards, EMEA, Integrated Marketing, Gold, 2019

BVG, Berlin's public transport system, joined forces with adidas and created a limited edition sneaker with a built-in annual pass, to boost its street credibility in the city.

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.