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News • 24 May 2019

A long-term educational campaign by pharmaceutical company MSD Romania that successfully raised awareness of the dangers of cervical cancer among women and persuaded the government to address the topic has won a top SABRE award.

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.

Lidl Romania: Lidl's Best Hater Fan

Case Study • SABRE Awards, In2 EMEA, Best Meme/Viral Campaign, Gold

Lidl, the discount supermarket chain, increased reach and engagement on Facebook in Romania by acknowledging its haters online.

Philips: Avent - The Science of Caring

Case Study • SABRE Awards, In2 EMEA, Best Content Creation for Media Sites (Paid), Gold

Philips Avent, the UK baby care company, engaged consumers in Romania by involving men in their communications to parents.

IKEA Romania: Equality Works Better

Case Study • SABRE Awards, In2 EMEA, Best in Social Good + Public Service, Gold

IKEA, the multinational furniture company, promoted gender equality in Romania to increase reach in the country.

Mega Image: Mega slices of life

Case Study • Cătălina Ciocîltan, Claudiu Trușcă, WARC Awards, Entrant, Effective Content Strategy, 2019

Mega Image, the leading urban Romanian supermarket chain, increased its customer acquisition following its E-Shop platform launch by using a coherent and relevant content digital strategy to raise the target audience's engagement rate.

Telekom: Vlogger Swap

Case Study • Victor Stroe, Corina Bratu, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Telekom Romania, a Romanian telecommunications company, worked with social media influencers to challenge social attitudes and improve brand perception.

Beau Monde: Bihor Couture

Rankings • WARC Creative 100, 2019

Beau Monde, the fashion magazine in Romania, took a stand against cultural appropriation in the fashion industry through an integrated campaign that took on Dior.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

How L'Oréal Paris UK True Match climbed to No.1 by making everyone feel 'Worth it'

Case Study • Emily Ellis, David Frymann and Vasileios Kourakis, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

L'Oréal Paris, a beauty brand, increased its UK range of foundations to 23 shades to promote a more diverse and inclusive approach to beauty.
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.
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.