Opinion
•
Ian McGrath, November 2020
Over the last decade, media has become more difficult to plan and it now requires more resources to execute. Iain Jacob captured this perfectly in a recent article for Campaign, “ Executing a successful, compliant, competitive, well-measured media campaign has in fact never been harder ”.
Case Study
•
Oscar Herraiz, Gonzalo Figari, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
Brewing company Heineken created a social movement, #FUERZABAR, to support bars and restaurants suffering from the COVID-19 crisis and increase brand awareness in Spain.
Case Study
•
Matt Delaney, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
Lloyds Bank ran a multi-faceted campaign on talking about money to strengthen its leadership position in the United Kingdom and create meaningful relationships with consumers.
Case Study
•
Nick Bateman, Chris Ponting, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
Confused.com, the price comparison website, rediscovered its challenger mentality to increase its market share and revenue in the UK.
Case Study
•
Fran Griffin, Sabina Usher, Jane Dorsett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
The UK's NHS, the world's biggest free-to-residents healthcare system, used a multichannel campaign to inspire the next generation of nurses to apply to study.
Case Study
•
Katy Harkness, Francesca Blair, Tom Nash, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
Leading British supermarket Tesco ran an agile, multi-channel campaign that built trust and reacted to new shopping patterns during COVID-19 lockdown to drive sales and positive brand associations in the United Kingdom.
Case Study
•
Rituparna Dasgupta, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
Soap brand Lifebuoy used a targeted multichannel approach to educate three sectors of society in India on the importance of hand-washing during the Covid-19 pandemic and reinforce its stature as market leader.
Case Study
•
Joachim Thimsporr, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
Car manufacturer Volkswagen used a multichannel campaign based on a scavenger hunt to grow consideration and sales of its winter range of cars and in particular, its Passat Alltrack model in Sweden.
Case Study
•
ARF Ogilvy Awards (US), Silver, 2020
Advil, an pain-killer, created a storytelling campaign that showed US consumers how the world looks different when you have power over pain to increase sales in the country.
Case Study
•
ARF Ogilvy Awards (US), Gold, 2020
Dove, a personal care brand, promoted its body wash and celebrated the unique stories that each woman's skin tells with its Skin Stories campaign.
Case Study
•
SABRE Awards, APAC In2, 2020
Societe Generale, a bank, launched the first ever fanzone outside a host country for the Rugby World Cup in Hong Kong with the campaign The More You Love Something, The Further You Take It during the World Cup hosted by Japan in 2019.
Case Study
•
SABRE Awards, APAC, Global, Gold, 2020
Lenzing, the manufacturer of TENCEL™ branded fibres, globally launched its integrated communications campaign Feel So Right to close the sustainability knowledge gap and provide brands with 'ready-to-use' information for consumers.
Case Study
•
SABRE Awards, APAC, Superior Achievement in Measurement And Evaluation, Diamond, 2020
Lenzing, the manufacturer of TENCEL™ branded fibres, educated the fashion industry and consumers about sustainable raw materials, encouraged a change in customer behaviour and promoted TENCEL™ fibres among brands with its global campaign Feel So Right.
Case Study
•
SABRE Awards, APAC, Consumer Products, Gold, 2020
Libresse, a feminine hygiene brand, launched its campaign Liberating Our Periods on Menstrual Hygiene Day in China with the aim of dismantling prejudice against menstruation and building the brand as a new and sharp symbol of female power.
Case Study
•
SABRE Awards, APAC, Special Event, Gold, 2020
NBA, a basketball league, promoted basketball in India ahead of India hosting the NBA games for the first time with the campaign #NBAInMyBackYard.
Case Study
•
Effies (Australia), Australian Effies, Bronze, 2020
Tourism Central Coast, a tourism brand, developed brand positioning that transformed perceptions of the Australian Central Coast and increased tourism.
Case Study
•
Effies (Australia), Australian Effies, Bronze, 2020
Amgen, a world-leading biotechnology company, created its first-ever large-scale, integrated, disease education campaign in Australia by launching The Big O, a multi-faceted osteoporosis awareness campaign.
Case Study
•
Effies (Australia), Australian Effies, Bronze, 2020
Bendigo Bank, an Australian financial institution, simplified the complex market into a binary battle between the bullying ‘Big 4’ and the trusted number 5.
Case Study
•
IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping at Aldi.
Case Study
•
IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Confused.com, a price comparison website, broke category conventions with a TVC that turned confusion into clarity with a calm guide to comparisons to better-connect with UK consumers.
Case Study
•
IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Great Western Railway (GWR), a train operating company, encouraged the British public to travel by train by launching animations of Enid Blyton's The Famous Five going on a Western Railway adventure.
Case Study
•
IPA (UK), Entrant, IPA Effectiveness Awards, 2020
TUI, a British leisure travel group, launched a campaign in the UK to rebrand from Thomson to TUI with OOH, digital takeovers and TVCs that demonstrated the customer centricity of a TUI holiday.
Case Study
•
IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Fidelity, an investment management service, increased relatability among consumers in the UK by creating an emotion-led TV campaign that followed a Fidelity family.
News
•
16 September 2020
A new framework aimed at giving advertisers a far greater understanding of their ads’ reach and frequency across all media is to be road-tested in the US and UK, the World Federation of Advertisers (WFA) has said.
Case Study
•
Divya Agarwal, WARC Prize for Asian Strategy, Silver, 2020
Adhesive brand Fevikwik used TV, digital and social media to drive behaviour change and increase brand scores on salience, likeability, and brand appeal in India.
