Socioeconomic groups

How to market to rural consumers in India

Article • Kunal Sinha, WARC Best Practice, September 2017

This article explains key steps marketers need to take to market effectively to rural consumers in India – a population of 840 million that is expected to grow.

India's endorsement pool deepens

News • 13 December 2018

India’s changing media landscape – with broadcasters and publishers responding to demand for local language content – is being mirrored in the influencer market as brands make greater use of regional stars.

Mastercard: Start Something Priceless with your favorite wine

Article • MMA Smarties, Bronze, LATAM, 2018

Mastercard, a financial services corporation, created brand lift in Brazil by launching a series of creative assets and hero video that showed the benefits of using Mastercard while eating out.

Facebook expands its local news feature across the USA

News • 30 November 2018

Facebook has announced that it is rolling out a new feature that combines local news and community information, which it says is in response to popular demand, yet some industry observers caution that the social network must ensure the avoidance of ...

Volvo: Racing the Sun

Case Study • Dario Cosmelli, Chris Kilroy, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Volvo, the car brand, used livestreams and VR around a solar eclipse to showcase its new XC60 model in the US.

Tourism Australia: Dundee – The son of a legend returns home

Case Study • Hillary Fink, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Government agency Tourism Australia mimicked a Hollywood film campaign to shift perceptions and attract US high-value travellers.

Sensodyne: Sensodyne Apathy

Case Study • Firka Aulia Mahyudi, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Sensodyne, the GlaxoSmithKline toothpaste brand, launched a campaign via rich media and mobile to raise awareness on the problem of sensitive teeth in Indonesia.

CPG brands need to get granular in China

News • 02 November 2018

The most successful CPG brands operating in China have adjusted their operations to take account of increased consumer spending power and the growth of omnichannel retail, according to consulting firm McKinsey.

Cigna Hong Kong: Health insurance as it should be

Case Study • Jaslin Goh, WARC Prize for Asian Strategy, Entrant, 2018

Health insurance provider Cigna used an integrated channel strategy to shake up the market and relaunch itself as the insurer with a difference in Hong Kong.

Diamond Producers Association: Real is Rare. Real is a Diamond.

Case Study • Nidhi Sinha, Sanjay Sharma, WARC Prize for Asian Strategy, Entrant, 2018

The Diamond Producers Association, a trading organisation formed of global traders of rough diamonds, grew reach, engagement and awareness by forging new associations for its diamond products in India.

Marina Bay Sands: Come Alive at Marina Bay Sands

Case Study • James Honda-Pinder, WARC Prize for Asian Strategy, Entrant, 2018

Marina Bay Sands, a hotel and leisure resort in Singapore, used an integrated campaign across Asia under a new brand platform to increase visits and revenue.

Amazon.in: Ab Sehen Kyun Karna – Why put up with it any more?

Case Study • Leo Burnett, WARC Prize for Asian Strategy, Entrant, 2018

Amazon, the online marketplace, increased sales during a sale promotion period in India by repositioning the concept of a 'sale' to something prudent.

Odonil: How to identify an uncivilised home

Case Study • Jitender Dabas, Ankit Vohra, WARC Prize for Asian Strategy, Entrant, 2018

Odonil, an air freshener brand, increased sales in India by making odour an issue of etiquette.

Motilal Oswal: The Masters of Equity

Case Study • Ekta Relan, Pallavi Bhosale, WARC Prize for Asian Strategy, Entrant, 2018

Motilal Oswal, an Indian financial services company specialising in equity, produced an advertising campaign to improve spontaneous brand recall and increase overall assets under management.

Eastspring Investments: Driving value to the right audience

Case Study • Mamta Gupta, Anneliese Diedrichs, Jenny CN Tan, WARC Prize for Asian Strategy, Entrant, 2018

Asset management brand Eastspring Investments harnessed the power of the app in Singapore to increase awareness and drive purchase intent.

JP Series: A digital branding campaign for room air conditioners in APAC

Case Study • Kento Sakuma, Nick Ashley, Mamoru Kotani, Kohei Matsui, WARC Prize for Asian Strategy, Entrant, 2018

Mitsubishi Electric, an appliances manufacturer, used a TV ad to increase sales of its new JP series air conditioner across Asia.

Cigna: Superheroes

Case Study • Varidda Voraakom, Pattarawong Wongmek, WARC Prize for Asian Strategy, Entrant, 2018

Health insurance provider Cigna used Facebook and the LINE messaging app to build brand awareness among high achievers in Thailand.

Asia's 'affluencers' can make or break a brand

News • 01 November 2018

There’s a new breed of affluent and influential consumers who every brand should want as advocates, according to new research from Ipsos.

Masti Condoms: Man of the Match

Case Study • Tushar Handa, WARC Prize for Asian Strategy, Entrant, 2018

Masti Condoms used a TV-led campaign in India to refresh its image and boost share in a valuable market.

Flying on insight: How Air Canada soared over market turbulence and increased sales on its winter flights - without showing a single plane

Case Study • Fiona O'Brien, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Air Canada, Canada's flag carrier airline, overcame market turbulence and increased sales on its winter flights without succumbing to industry tropes.

Time to Change: One Small Act for One Big Outcome

Case Study • Amelia Priddis, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

Time to Change, a movement created by mental health charities Mind and Rethink Mental Illness, raised awareness for mental health support among men in the UK by launching a multimedia campaign.

NCS: Change Your Summer

Case Study • Chris Toumazis, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2018

The National Citizen Service (NCS), a voluntary personal and social development programme in the UK, encouraged more year 11s than ever to sign up by launching a campaign with YouTube influencers and NCS participants.

Why British Land explored the semiotics of luxury

Article • Brian Carruthers, Event Reports, MRS Luxury Research Conference, September 2018

British Land, the property developers, wanted to shift focus from office space to mixed-use residential buildings targeting Ultra High Net Worth Individuals – and understand what they wanted in a super prime property.

BloombergQuint: BQ WhatsApp

Case Study • MMA Smarties, Bronze, India, 2018

BloombergQuint (BQ), a business and financial news organisation, utilised the mobile web space in India to convert mobile traffic into subscribers on messaging app, WhatsApp.

Lifebuoy: Activating Infection Alert System In Rural India

Case Study • MMA Smarties, Gold, India, 2018

Lifebuoy, a brand of soap, created a data-led infection alert system, which helped its target audience of rural Indians protect themselves against infections.