Technology & electronics
Companies in the technology & electronics sector include manufacturers of cutting-edge technology such as mobile phones, games consoles and other computing products. It also includes items such as home appliances. Advertising in the sector tends to be a blend of corporate-level brand advertising and marketing for specific products (a new phone model, for example).
Key Reading
Important papers from across the Warc database
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This article outlines how Huawei, a telecommunications challenger brand from China, took on rivals in Western Europe with a product launch tapping content marketing and influencers. -
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This case study describes how global electrical brand Philips mined data to identify the most profitable spaces on e-commerce platform Tmall to boost sales by 100% on China's Single's Day. -
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This article explores common challenges facing Western tech brands in India, and provides insight into how Samsung and Vivo successfully localized to grow market share. -
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This case study looks at a campaign from Apple to keep the iPhone 6 exciting by turning away from numbers and specs boasting, and leveraging the understanding of the uses and output of users' cameras. -
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This Company Profile from Euromonitor provides key details and analysis of Apple Inc. Included is a strategic evaluation with key facts about the American company, competitive positioning against comparative brands, and assessment of its position in the electronic retail market. -
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This case study describes how the American technology company Double Robotics created a humanoid robot to showcase its expertise and break into the Australian market with a new product.
