Promotions | WARC

Case Study • Direct Marketing Association - UK, Bronze, 2018

Lynx, a deodorant brand, engaged a tricky audience segment in the UK both digitally and physically in their thousands to track down the new Lynx cans.

The Diamond Concierge: The Surprisal

Case Study • Benjamin Davis, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

The Diamond Concierge, an Australian online diamond retailer, launched an integrated campaign to raise awareness and demystify the purchase of diamonds among a non-expert, male audience.

Shoprite: Checkers Win a Car

Case Study • MMA Smarties, Silver, South Africa, 2018

ShopRite, a food retailer, and Checkers, an FMCG retailer, partnered to launch a mobile entry-system for their daily competitions, which led to 31 million valid entries in this South Africa-based campaign.

Coca-Cola Fan Feat

Case Study • MMA Smarties, Silver, Global, 2018

Soft-drink brand Coca-Cola engaged Brazilian teens by making them the jury of a music contest held across social and digital.

Chevron Philippines: Liter Lottery

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Chevron Philippines, an energy corporation and marketer of Caltex fuels, created the Liter Lottery, which turned petrol pumps into slot machines and offered people the chance to win a free tank of fuel.

Improve CPE to 'supercharge' marketing efforts

News • 21 June 2018

NEW YORK: Brands can gain potentially huge benefits from rethinking spending on consumer promotions and engagement (CPE) and bringing the same rigor to this area that they apply to above-the-line activities.

KFC Battle

Case Study • SABRE Awards, Gold Sabre Award For Food Service, EMEA, 2018

KFC, a fast food chain, launched the KFC Battle campaign in Russia to increase consumer engagement and brand awareness.

OPR Finance: Denmark's Best Idea - very high engagement and explosive brand awareness

Case Study • MIXX Awards, Gold, Native Advertising, 2018

OPR Finance, a corporate loans company, launched a digital native storytelling campaign in Denmark to raise brand awareness and stand out in the market.

AXE Find Your Magic

Case Study • SABRE Awards, Gold, Marketing To Consumers (Existing Product), Africa, 2018

AXE, a male grooming products brand, launched the Find Your Magic campaign in South Africa to convince male consumers that it was an on-trend brand, whilst educating them on the products' fragrance and functionality.

Catelli 150th Family Reunion Contest

Case Study • SABRE Awards, Best Use Of Gamification/User-Generated Contests, In2, 2018

Catelli, a Canadian pasta brand, connected its brand with modern Canadian families by launching a contest where they could win a $10,000 family reunion.

Polartec: #FollowContador

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

Polartec, the US polar fleece manufacturer, partnered with a famous cyclist to raise awareness of their products’ utility for cyclists in Europe.

Visit Finland and Finnair: 100 Days of Polar Night Magic

Case Study • European Association of Communications Agencies, Finalist, 2017

Visit Finland, the official travel guide for Finland, and Finnair, a Finnish airline, launched a digital campaign in the UK and Germany to encourage millennials to visit Finland for a winter vacation.

Colgate toothpaste: Maxfresh challenge 2017

Case Study • MMA Smarties, Finalist, 2017

Colgate, a health- and personal care product company, developed a campaign to launch its new Colgate Maxfresh variant in Vietnam.

IAG New Zealand: State Click. Pop. Win.

Case Study • Direct Marketing Association - US, Bronze, Insurance, 2017

State, a general insurer and founding partner in Fly Buys (a national loyalty programme), created an online game that offered bonus points rewards to retain and increase customer engagement in New Zealand.

Mondelez International: “Sweet” Data Rewards with 5Star

Case Study • MMA Smarties, Finalist, LATAM, 2017

Mondelez International, the multinational confectionery, food, and beverage company, partnered with the sponsored data company Aquto, to introduce its newest candy bar, 5Star in Brazil.

HomeAway.com: Be Our Guest

Case Study • MMA Smarties, Finalist, APAC, 2017

HomeAway, an online market place and hospitality services brand, partnered with Disney to launch a competition-based campaign that increased sales and brand awareness in Hong Kong.

Boxer Superstores: Dreams Come True at Boxer with Sunlight

Case Study • MMA Smarties, Bronze, South Africa and EMEA, 2017

Boxer Superstores, a retailer in South Africa, increased sales of Sunlight, a household soap, by giving customers the chance to live out their dream when they purchased the product.

Axe: Axecess Ibiza

Case Study • MMA Smarties, Silver, South Africa, 2017

Axe, a men's products brand, created the Find Your Magic campaign to increase sales across Africa amongst 16- to 26-year-old men with a keen music interest.

KFC: Supa Strikas Golden Shakes

Case Study • MMA Smarties, Bronze, South Africa, and Finalist, EMEA, 2017

KFC South Africa, a fast food restaurant, launched the 'Golden Shakes' campaign in South Africa to help stop a year on year decline and promote its Streetwise lines.

How brands can augment short-term sales tactics

News • 28 July 2017

NEW YORK: Marketers and consumers think about short-term sales tactics in different ways, and closing this gap could deliver various strategic advantages for brands, a study published in the Journal of Advertising Research (JAR) has argued.

Rethinking Short-Term Persuasion: A Proposed Approach for Marketers - A Holistic Examination of Brand Incentives’ Effectiveness to Drive Short-Term Sales

Research Paper • Carol Foley, David Kuhn and Elizabeth Harris, Journal of Advertising Research, Vol. 57, No. 2, 2017, pp. 190-206

Product innovation, the fragmentation of media, and the surge in digital and social media platforms have forced marketers to increase their focus on short-term sales tactics.

Muthoot: Kabali campaign

Case Study • Rohan Padival, WARC Awards, Entrant, Effective Social Strategy, 2017

This case study shows how Muthoot Fincorp, a financial services company, successfully engaged with its Indian audience through its partnership with the famous movie star Rajnikanth and his movie, Kabali.

Croatian National Tourist Board: Out of office award

Case Study • SABRE Awards, Gold, EMEA, Pan-European Programme, 2017

The Croatian National Tourist Board, the country's national tourism organisation, launched a competition based on creative 'Out of Office' messages in order to drive tourism efforts for Croatia.

T-systems Slovakia: Meal for geeks (jedlo pre ajťákov)

Case Study • SABRE Awards, Gold, EMEA, Technology Software and Services, 2017

T-Systems Slovakia, an IT services and consultancy company, was able to directly engage IT workers in the Czech Republic, in order to coax them to move back home, through a disguised recruitment campaign.

RSA’s search for the UAE’s unluckiest traveller

Case Study • SABRE Awards, Platinum for Best in Show, EMEA, and Diamond, Reputation Management, 2017

RSA, an insurance company, developed a strategy that enabled the brand to stand out from the crowd by launching a competition-led campaign to find the UAE's unluckiest traveller.