Advertising best practice, evidence and insights

Universal Studios Singapore: From Fear to FOMO

Case Study • Penelope Siraj, Jazreel Koh, Teena Ngo, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Universal Studios Singapore used outdoor, social media and Spotify to create a fear of missing out among young people in Singapore, to increase visits to its Halloween Horror Nights event.

Brands back NFL

News • 07 January 2019

Thirty-second ad slots are reported to be selling for upwards of $5m at Super Bowl LIII, which is expected to generate around $500m for CBS, similar to the sum achieved last year by NBCUniversal.

Team Sky leaves 'sponsorship template'

News • 13 December 2018

Sky’s decision to end its ownership and sponsorship of cycle road-racing’s Team Sky after the 2019 season opens a major new opportunity for a brand with deep pockets.

UK gambling firms agree to ban TV sport ads

News • 07 December 2018

The largest gambling companies in the UK have voluntarily agreed to end all TV ads served during live sports broadcasts, in a move that is most likely to affect football.

How Hasbro measures influencer video

News • 06 December 2018

Hasbro, the toy manufacturer, is taking a nuanced approach to measuring the video content created by partners such as influencers as it seeks to understand its impact on kids and parents.

Otro: The Messi and Neymar-backed app signalling football's shifts

News • 04 December 2018

Footballers are more powerful than they have ever been, not only in financial terms but in the power of their individual brands, a trend exemplified by a new app, Otro.

Formula One: Pushing the Limits

Article • MRS Awards, Finalist, MRS Award for International Research

Formula One (F1), an international form of racing, became the fastest growing global sports social media platform as TV audiences increased by 6% across key global markets.

Formula One Research Portal

Article • MRS Awards, Finalist, MRS/AURA Award for Insight Management

Formula One (F1), an international form of racing, launched a portal globally, which integrates data from all of F1’s research partners into one portal without compromising their quality – speeding up insights delivery and adapting to changing needs.

From aristocracy to democracy: putting insight, and fans, at the heart of Formula One

Case Study • MRS Awards, Highly Commended, MRS Award for New Consumer Insights

Formula One (F1), an international form of racing, transformed the culture of the sport globally by placing fans at the centre of innovation and business decisions.

Asian youth in 2019: K-Pop, wellness, sustainability and Bollywood goes to China

Article • Kunal Sinha, Admap, December 2018

Explores some of the manifestations of Asian millennials' influence and what they could mean for marketers in 2019.

Flying Pig Marathon: Energy Broadcast System

Case Study • Katie Lawler, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

The Flying Pig Marathon, a race in Cincinnati, US, created a mobile app to make its race more enjoyable and attract more millennial runners.

Louvre Abu Dhabi: Highway Gallery

Case Study • Remie Abdo, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

The Louvre Abu Dhabi, a museum in the UAE, used an innovative combination of out of home and radio to increase visits.

Will Amazon gain from the loss of Toys R Us?

News • 23 November 2018

This is the first holiday shopping season for decades not to feature Toys R Us after the 70-year-old company filed for bankruptcy earlier this year, but the question for industry observers is which major retail brand stands to gain most from its ...

The park experience is fundamental to Disney

News • 20 November 2018

In an age of digital, stay-at-home entertainment, many are surprised that it is theme parks that are the big growth area for Disney.

Hasbro beats back the “noise” of influencer marketing

Article • Geoffrey Precourt, Event Reports, Advertising Week, October 2018

Hasbro, the toy manufacturer, has taken a test-and-learn approach to influencer marketing as it seeks to navigate this complex but dynamic space.

Sky to cap gambling ads with one-per-break rule

News • 06 November 2018

Sky is planning to slash the number of gambling ads it carries in the wake of growing unease over gambling addiction and the amount of betting in sport.

Pre-school game apps target children with ads

News • 05 November 2018

Consumer and public safety groups have sent a letter to the Federal Trade Commission, calling on the agency to investigate the pre-school app market, after a new study revealed that 95% of such apps include at least one form of advertising.

CBS engages American football fans with epic storytelling

Article • Matthew Carlton, Event Reports, Leaders Sport Business Summit, October 2018

The Super Bowl hardly needs a marketing push, but the annual Army v Navy game requires broadcaster CBS to find a narrative that will attract different audiences.

Universal Studios Singapore: Turning fear into FOMO

Case Study • Penelope Siraj, Jazreel Koh, Teena Ngo, Ronnie Thomas, WARC Prize for Asian Strategy, Entrant, 2018

Universal Studios Singapore, Universal's theme park, grew awareness with its Halloween Horror Nights event.

The Hong Kong Jockey Club: Striding On

Case Study • James Wong, Christopher Lui, Nicky Chan, WARC Prize for Asian Strategy, Entrant, 2018

Leading charity donor the Hong Kong Jockey Club used digital media to generate interest in its platform and promote health and fitness.

The rocky road to sport's streaming future

News • 01 November 2018

Sports rights are no longer the preserve of TV broadcasters, as new players tap into this market as a way of attracting and engaging consumers, but some are finding the process more straightforward than others.

How LEGO uses shopper mindsets to navigate the toy category

Article • Sam Peña-Taylor, Event Reports, Shopper Insights & Retail Activation Conference, October 2018

Christmas is a crucial time of the year for LEGO and sales in the toy category but it is not the main shopping occasion – that falls to ‘treats’ which requires an understanding of different mindsets.

Amazon Prime: using sports streaming to attract and engage

Article • Matthew Carlton, Event Reports, Leaders Sport Business Summit, October 2018

Sports rights are no longer the preserve of TV broadcasters, as tech platforms and e-commerce businesses tap into this market as a way of attracting and engaging consumers.

Facebook: the future of streaming sports is on social

Article • Matthew Carlton, Event Reports, Leaders Sport Business Summit, October 2018

Social media platforms are expected to become major players in sports consumption as they connect fans in new ways and build communities.

Soccer makes its mark among Indian brands

News • 31 October 2018

There may be some way to go before any sport can even come close to India’s love of cricket, but soccer is starting to attract brands’ attention as its popularity grows in the country.

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