Europe

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Vodafone: Future Chatbot

Case Study • Victor Rotariu, WARC Awards, Entrant, Effective Content Strategy, 2018

Telco Vodafone created Future Chatbot in Romania to increase the brand's relevance to a younger target segment.

Romanian Police: The Survivors

Case Study • Ciprian Bof, WARC Awards, Entrant, Effective Social Strategy, 2018

Romanian Police reduced the number of road fatalities in the country by creating an outdoor museum about car accidents.

Franklin Templeton Investment Management – Fondul Proprietatea: Reaching the Point of No Return – A shareholder activism campaign

Case Study • SABRE Awards, Gold Sabre Award For Capital Markets Communications, EMEA, 2018

Franklin Templeton Investment Management Ltd – Fondul Proprietatea (FP), Romania's biggest investment fund, launched Reaching the Point of No Return, a campaign to position FP as an activist shareholder.

Vanilla Skype: The first theatre play with an audience casting

Case Study • MIXX Awards, Bronze, Social Media, 2018

Vanilla Skype, a Romanian experimentalist play, held an online casting call for its audience in order to encourage ticket purchases for its ten performances in Romania.

Magic Makers: The Magic Chair

Case Study • SABRE Awards, Gold Sabre Award For The Balkans, EMEA, 2018

Magic Makers, a non-governmental organisation, launched The Magic Chair campaign in Romania to raise funds for a parents shelter and encourage unity in Romania's society.

Electric Castle: Unofficial Partners

Case Study • MIXX Awards, Gold, Social Media, 2018

Electric Castle, a music festival in Europe, launched Unofficial Partners, a guerrilla campaign in Romania to encourage companies to allow employees the Monday off work following the weekend festival.

Antena 1 - Observator: The RGB News

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study shows how Observator, a Romanian TV show, successfully helped increase the number of blood donors by removing the colour red from its program's RGB settings.

Romanian Ornithological Society And Natura 2000: A Voice For Songbirds #Saveoursongbirds

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study explains how charities the Romanian Ornithological Society and Natura 2000 used a YouTube video and PR to raise awareness of Romanian hunting laws and get the law changed to protect birds.

Untold Festival & National Institute For Blood Donations: Pay With Blood

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study explains how the Romanian National Institute for Blood Donations increased the number of young people donating blood by partnering with a music festival to give away free tickets to donors.

National Institute for Blood Transfusions & Untold Festival: Pay With Blood

Case Study • Max Slonim, WARC Awards, Shortlisted, Best Use of Brand Purpose, 2017

This case study shows how The National Institute for Blood Transfusions, a blood donations organisation, harvested concert goers' love for free tickets to increase blood donations in Romania.

Neumarkt: For Proper Men

Case Study • Bianca Troncea, Aura Fulop, Andrei Rotaru, WARC Awards, Entrant, Best Use of Brand Purpose, 2017

This case study shows how Neumarkt, a beer brand, increased market share and sales by directly appealing to its core Romanian male audience.

Amigo: Real energy, not just words

Case Study • Luciana Duma, Ana Miculescu, WARC Awards, Best Use of Brand Purpose, 2017

This case study shows how Amigo, an instant coffee brand, made use of its tradition as a strong energising coffee to increase sales and market share in Romania.

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.

Ariel: Care centre for clothes

Case Study • SABRE Awards, Gold, EMEA, Home and Furnishings, 2017

Ariel, a laundry detergent brand, managed to change consumer perception of its products, by associating its liquid-detergent with emerging fashion trends, thus becoming a lifestyle product for clothing care in Romania.

Cez vanzare: Energy library

Case Study • SABRE Awards, Gold, EMEA, The Balkans, 2017

Cez Vanzare, an energy company, was able to switch its Romanian consumers to its e-billing platform by monetizing each new service subscriber into a donation for an audio-library for the visually impaired.

Kruk Romania: I’m more than my debt

Case Study • SABRE Awards, Gold, EMEA, Financial Communications, 2017

KRUK, a debt collection services company, used deep consumer data research to design a multi-platform communications campaign, and increase its customer base in Romania.

Domestos Schools Campaign

Case Study • Andreea Irinca, WARC Media Awards, Entrant, Effective Channel Integration, 2016

This case study shows how Domestos, number 1 brand in toilet care in Romania, addressed the public issue of schools hygiene around Romania and pushed for a positive change for the children's benefit.

National Institute of Blood Transfusion and Untold Music Festival: Pay With Blood

Case Study • WARC Media Awards, Silver, Effective Channel Integration, 2016

This case study describes a campaign by the National Institute of Blood Transfusion in Romania which successfully increased blood donations among young people and first-time donors by partnering with a music festival.

McDonald's: Player Escorts at EURO 2016

Case Study • Helene Atkinson, Irina Puzakova, and Vandana Bains, WARC Media Awards, Effective Use of Tech, 2016

This case study describes how fast-food retailer McDonald's used real-time, kid-focused content, delivered via social media to connect with parents and build brand trust.

Vodafone: Ghita, the social shephard

Case Study • Diana Ceausu and Catalin Florea, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2016

This case study describes how Vodafone, the second-biggest telecom company in Romania, demonstrated its brand promise of 'better lives through digitisation' to become the best-perceived mobile brand and sell more smartphones than ever.

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'.

Vodafone: Sunday Grannies

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

This case study looks at a campaign from Vodafone, the international telco, in Romania that leveraged meaningfulness for the elderly in advertising 4G connectivity.

Coca-Cola: The gift bottle

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

This case study describes, soft drink giant, Coca Cola's campaign to bring the product back into its holiday advertising offer.

OMV Petrom: Vocational Romania

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

OMV Petrom, an oil company, used media and institutional partnerships to create a program that dealt with the growing lack of craftsmen in Romania.

McDonald's: #SmileAfterSmile for 20 years

Case Study • SABRE Awards, Gold, EMEA, Food service, 2016

McDonald's, a fast food company, successfully increased brand awareness and affinity by throwing a year-long anniversary party in Romania.

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.