Europe

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Visa: Confederations Cup – Turning the warm-up into a scoring opportunity

Case Study • Diana Lopes, Rob Sellars, WARC Awards, Entrant, Effective Content Strategy, 2018

Financial services company Visa employed a creative content strategy in Russia to drive relevance and distinction among a younger audience.

Sonae Sierra MyCourt – New paradigms in shopping centers: Developing different and meaningful retail spaces

Research Paper • Alisson Ávila, Diogo Teixeira, Rafael Pelote and Tatiana Abreu Romão, ESOMAR, Global Qualitative, November 2017

Sonae Sierra, an international retail estate company, conducted research to gain insights into shoppers' eating habits and environments in order to improve its food courts.

Babybel: Mini Babybel

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

This case study explains how Babybel, the snacking cheese, created a new brand character to engage children and teenagers in Europe.

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.

Deloitte: A way to explain the state budget that even kids can understand

Case Study • SABRE Awards, Gold, EMEA, Iberia, 2016

Tax firm Deloitte Portugal managed to differentiate itself from competition by using kids to explain the state budget.

Europe online adspend tops TV

News • 12 May 2016

LISBON: Online advertising expenditure in Europe has passed that on television for the first time, according to new data from IAB Europe.

Exploring fieldwork effects in a mobile CATI survey

Research Paper • Paula Vicente, International Journal of Market Research, Vol. 59, No. 1, 2017, pp. 57-76

This study explores the effects of call attempts and time periods on call outcomes and sample composition.

The best times to call in a mobile phone survey

Research Paper • Paula Vicente, International Journal of Market Research, Vol. 57, No. 4, 2015, pp. 555-570

Establishing contact with the sample units is an important part of the survey response process, and an efficient calling schedule is critical to achieve high response rates.

Queer Lisboa Festival: Film - 'Coming Out' (Portugal)

Gunn Report • Gunn Creative, 2015

Contains the film creative 'Coming Out' for Queer Lisboa Festival by the agency Fuel Lisboa in Portugal.

Onglyza: The Hyposimulator

Case Study • Simon Stebbing, WARC Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Onglyza, a diabetes medication developer, targeted doctors with an immersive simulator experience to enable doctors to experience hypoglycaemic events.

The impact of event sponsorship on Portuguese children's brand image and purchase intentions: The moderator effects of product involvement and brand familiarity

Research Paper • Isabel Simões and Luisa Agante, International Journal of Advertising, Vol. 33, No. 3, 2014, pp. 533-556

The goal of this study is to understand the influence of event sponsorship on children and their ability to fully understand its persuasive intent.

Compeed: Buzzing Compeer Out!

Case Study • Luisa Rodrigues, WARC Prize for Social Strategy, Entrant, 2014

This case study explains how Compeed, a foot care brand owned by Johnson & Johnson, developed a content based word of mouth campaign in Portugal which presented the product as helping women to create memories.

Oliveira da Serra

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

This campaign – an example of a challenger brand taking on a dominant rival – describes how Oliveira da Serra raised sales in the Portuguese olive oil category that had been hitherto dominated by Gallo.

Directorate-General Health & Consumers (DG SANCO): Ex-smokers are Unstoppable

Case Study • European Association of Communications Agencies, Gold, Best innovative use of print Award, Euro Effies, 2012

Rather than offer a direct anti-smoking message, this campaign celebrates the ability of ex-smokers to stay away from tobacco.

Nikon: The Nikon 1 Launch Campaign

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

Nikon, the Japanese camera manufacturer, needed to win a new audience of young mothers and child-less, design-literate consumers with its launch of the Nikon 1 smart camera model.

N-Series: Asus & Intel

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

This case study outlines the campaign by ASUS, the manufacturer of netbook PCs, to grow awareness of its brand and increase sales amongst PC users.

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.

The Body Shop: Stop sex trafficking of children and young people

Case Study • Design Business Association, Gold, Design Effectiveness Awards 2012

The Body Shop, the cosmetics and personal care retailer, was well known for its pioneering campaigns for good causes.

Boots Laboratories: Serum 7

Case Study • Design Business Association, Bronze, Design Effectiveness Awards 2012

Boots launched its Boots Laboratories master brand across Europe (in France, Spain, Italy and Portugal) with this campaign.

How the eurozone crisis could end - and the opportunities for business

Article • Andrew Curry and Matthew Lynn, The Futures Company, Future Perspectives, Future of the eurozone, February 2012

‘The Future of the Eurozone’ outlines the challenges of a single-currency economy, specifically the trade deficit between Germany and the GIPSIs – Greece, Italy, Spain, Portugal and Ireland.

Volkswagen Sharan: Magic

Case Study • European Association of Communications Agencies, Bronze, Euro Effies, 2011

Automotive manufacturer Volkswagen wanted to revive its 15-year-old Sharan family car model, which had suffered from declining sales in the past few years, partly fuelled by the decline in sales in the car industry.

Amnistia Internacional: Tyrannybook

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

Amnesty International Portugal wanted to raise awareness of human rights violations via social media.

Lidl & Cª Project Viva: The Marathon For Water

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

Lidl sponsored Project Viva, a fundraising drive to construct strategic located artesian wells in Guinea-Bissau to grant access to fresh water.

Surfrider Foundation Europe: Ocean Initiatives 2010

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

In 2010 The Surfrider Foundation Europe launched a campaign in Europe promoting marine pollution awareness, specifically the impact that the world’s population is having on the oceans through macro-waste.

Amnesty International: Print - 'Albertina', 'Manuel' and 'Carlos' (Portugal)

Gunn Report • Gunn Creative, 2011

Contains the print creative 'Albertina', 'Manuel' and 'Carlos' for Amnesty International by the agency Fuel Lisboa in Portugal.

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.
5 rules for creating memorable ads

Article • Daren Poole, Admap Magazine, October 2017, pp. 14-16

This article digs deeper into new research that reveals the real effectiveness of building emotional engagement and lasting impressions into advertising.
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.