Article
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WARC Best Practice, August 2019
Summarises the insights from key papers on the topic of bricolage (how different materials are used in the creative process of understanding) and semiotics (the study of signs and symbols) – techniques used by qualitative researchers to deliver cultural insight.
Article
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WARC Best Practice, April 2019
This article explores the current sources informing how brands and agencies can use cultural insight, the ideas, customs and behaviour of particular people.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
HSBC, a banking brand, increased penetration and sign ups for its Visa Platinum credit card in Singapore by launching a social experiment film and targeted media that showed the importance of spending quality time with your family.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Racold, a water heater and geyser brand, increased sales and ROI in India by showing the public targeted ads based on their misspelling of geysers.
Case Study
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Tangrams Strategy & Effectiveness Awards, Silver, 2019
Hiroshima Oyster, an oyster producer, increased consumption of oysters among Japanese consumers by launching a local language dictation workbook for schools around the topic of oysters.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
Ovaltine, a brand of milk flavouring product, drove brand mentions and ROI in Vietnam by launching a brand battle between itself and its competitor, MILO, advocating for child happiness against MILO's competitive attitude.
Case Study
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Tangrams Strategy & Effectiveness Awards, Bronze, 2019
GU, a fashion brand and UNIQLO's sister brand, increased awareness and sales in China by featuring meaningful messages on its clothing labels to reunite consumers with their families during Chinese New Year.
News
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14 November 2019
To connect with consumers in China, there’s no escaping WeChat – but to only have an account is as bland as just having a website and brands will not get the engagement they seek.
News
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13 November 2019
Adopting a challenger mentality, using AR and VR to create new consumer experiences and reframing brands using cultural insights are among the successful marketing trends being used in Asia, according to a new WARC study.
Article
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Research on WARC, November 2019
Looks at a range of trends that may prevail in 2020 and the effects these will have for marketers, including added value, social self-care and overt privacy.
News
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08 November 2019
India, with its huge and diverse population, can be a daunting market for international fashion brands, but many have found success having paid attention to local tastes.
Case Study
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Best Integrated Campaign, Consumer Products, Cosmetics, toiletries, personal hygiene, 2019
Hamam, a soap brand, tackled the topic of women’s safety in India by empowering the girls of Tamil Nadu with Silambam, a martial art form that originated in the state.
Case Study
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Best Media Innovation, Ambient Media, 2019
Case Study
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Best Media Innovation, Digital, Multiple Platform, 2019
Godrej HIT was instrumental in building India's first online platelet donor community with the #HitDengueBack initiative, taking HIT beyond being a leader in mosquito repellent products to being a leader in the fight against dengue.
Case Study
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Best Media Strategy, Services, 2019
Vodafone, the telecoms provider, has enacted three projects to help cement its position as a leader in tech affecting consumers and culture in India.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Grupo Dignidade, a non-profit organisation, successfully devised a social media campaign to protest the World Cup event in Russia, while also supporting LGBTQ+ fans at the event.
Case Study
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Best Ongoing Media Campaign, 2019
Tata Tea, a tea brand, created a series of campaigns in rural India, using its case marketing asset JaagoRe to increase brand affinity and sales.
Case Study
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Best Media Innovation, Print, Dailies, 2019
Dettol, the gold standard in germ protection, has a strong presence in WB in India – a critical market which constitutes 12% of its hand wash category business and 10% of Dettol business – but was losing share to competitor products.
Case Study
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Best Media Strategy, Consumer Durables, 2019
Aquaguard, a leader in water purifiers, increased its penetration in India following a water quality study at pincode level.
Case Study
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Best Media Innovation, Ambient Media, 2019
Vodafone, the telecoms provider, created a scalable and sustainable solution to an environmental problem in India.
Case Study
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Best Media Innovation, Radio, 2019
Google Maps, a web mapping service developed by Google, increased daily users in India by disrupting an entire day of radio shows to highlight the importance of its Estimated Time of Arrival feature.
Case Study
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Best Integrated Campaign, Consumer Products, Confectionery and food, 2019
Sugar Free, the market leader in India's artificial sweetener category, increased penetration with a 'sugar-free India' message and induced shoppers to opt for Sugar Free as the healthier option to cane sugar.
Case Study
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Best Media Innovation, Events/Experiential Marketing, 2019
Personal pollution tracker Dettol Siti Shield collaborated with Uber in a three-week trial to allow passengers to use their smartphones to monitor air pollution levels in Delhi, India in real-time.
Case Study
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Best Media Innovation, Events/Experiential Marketing, 2019
Vodafone, a telecommunications brand, launched a campaign based off of Airbnb, titled Farmer BnB, which got travellers to stay with farmers for an authentic village experience to encourage financial stability and prevent suicide among farmers in India.
Case Study
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MMA Smarties, Finalist, X (Global), 2019
Klondike, an American ice cream brand, delivered agile creative that aligned its brand with trending internet sensations to engage young consumers across the US.
