Advertising best practice, evidence and insights

How we helped the next generation find confidence that lasts in the British Army

Case Study • APG (UK), Silver, 2021

The British Army, a principal land warfare force, launched a recruitment campaign in the UK to show how the army offered a personal benefit to young people that appealed to their desire, not just for physical growth but personal growth.

From Sudocrem to Super-crem

Case Study • APG (UK), Entrant, 2021

Sudocrem, an Allergan pharmaceuticals company, launched a campaign in the UK to protect the future of the brand by maintaining sales, average value market share and penetration.

Why reports of advertising’s effectiveness crises are greatly exaggerated

Article • Sam Peña-Taylor, Event Reports, EffWorks Global, October 2021

Advertising doesn’t share its lessons when it’s not trying to win awards.

Beam Suntory: 6ourbon 7ime

Case Study • Jay Chiat Awards, Silver, National Strategy, 2021

Beam Suntory, a bourbon whisky brand, established a new platform, 6ourbon7ime, to encourage people in the US to take an hour out of their day to relax and enjoy a bourbon.

Toyota Yaris: How the new Toyota Yaris turned conventions on their head

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Toyota Yaris, a car brand, partnered with US gymnast Katelyn Ohashi to symbolise the brand's flip in thinking when marketing the new Toyota Yaris.

The National Lottery: The Two Billion Pound Turnaround

Case Study • Marketing Society, The Marketing Society Awards, Grand Prix, 2021

The national lottery, a lottery gaming brand, embarked on a revitalisation strategy to increase brand positivity in the UK.

Legal Sea Foods: Welcome to legal

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

Legal Sea Foods,a restaurant company, launched the 'Welcome to Legal' campaign in Massachusetts with the objective to drive sales and increase awareness, whilst openly welcoming weed enthusiasts.

NASA: Launch America SpaceX demo-2 & crew-1 campaign

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, NASA, a government agency, launched a media campaign to create a groundswell of enthusiasm for space exploration through positive media engagements, thus ensuring uninterrupted support of signature NASA programs.

Dettol: Fight to protect

Case Study • Tahaab Rais, Tina Sioufi, Hadi Khuzam, WARC Prize for MENA Strategy, Entrant, 2021

Dettol, the disinfectant and antiseptic brand, transformed the popular narrative from one of fear to one of confidence to gain share during COVID-19 in the Middle East.

With screens everywhere, brands in Brazil should enter the conversation

Article • Manzar Feres, WARC Exclusive, Spotlight Brazil, August 2021

Examines how the pandemic, and the proliferation of viewing options, created new avenues for marketers to connect with consumers.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

Provides marketers with information and guidance about combining TV and digital media strategies.

What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, July 2021

Provides an overview of how marketers can co-ordinate multiple media channels to amplify the impact of each and increase effectiveness.

Kotak Mahindra Bank: #DreamsInvited

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Kotak Mahindra Bank (Kotak), a leading Indian financial services conglomerate, launched its #DreamsInvited campaign to promote Kotak 811, its downloadable bank account.

Tourism Central Coast: Little Adventures

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Tourism Central Coast, a tourism brand, launched a campaign in Australia to change the image of the New South Wales (NSW) central coast and encourage tourism in the area.

BMO (Bank of Montreal): Help Desk

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Bank of Montreal (BMO), a Canadian investment bank, launched a campaign in Canada and the USA with a charismatic spokesperson to increase its digital presence and make the bank appear more approachable.

Huggies: The world's first baby marathon

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2021

Huggies, a diaper and baby wipes brand, increased sales in South Africa by launching a distance tracking device for babies who participated in an online marathon to prove Huggies diapers are the best for moving babies.

DB Export: I'm drinking it for you

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

DB Export, a beer brand, launched a multimedia campaign which used experiential marketing and a multi-platform takeover to launch its DB Export Gold Extra Low Carb beer in New Zealand.

Reckitt Benckiser: Water index by Finish

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Finish, a dishwasher detergent brand, launched a campaign in Turkey to promote its brand and water conservation.

OCBC NISP: Save20

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Indonesian bank, OCBC NISP, helped young people build a savings habit during the economic upheaval of COVID-19 with its Save20 campaign.

Magyar Telekom: 6:3 the national pride – digitally restored

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Magyar Telekom, a telecommunications company, launched a campaign in Hungary to lift the nation's spirits by broadcasting a well-known football match between Hungary and England.

Bankinter: Portraits

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Following the turmoil of the Covid-19 pandemic, Bankinter, a Spanish bank, reduced minimum income restrictions on its accounts in Spain to make it easier for the public to open an account.

Sick Kids: One million strong

Case Study • WARC Awards for Effectiveness, Bronze, Instant Impact, 2021

In 2020, Canadian children's hospital the Sick Kids Foundation was in the fifth year of a six year fund-raising campaign for a new hospital; it focused on the milestone of one million unique donors to drive monthly and one-time donations, and build brand health.

McDonald's: The Travis Scott Meal

Case Study • Tass Tsitsopoulos, WARC Awards for Effectiveness, Grand Prix, Collaboration & Culture, 2021

Quick-service restaurant McDonald's teamed up with an inspirational icon to build the brand and drive traffic with multicultural youth in the US.

Export Development Canada: Business as unusual

Case Study • WARC Awards for Effectiveness, Shortlisted, Business-to-Business, 2021

Crown corporation and credit agency Export Development Canada broadened its appeal to SMEs through the creation of its Business as Unusual platform to help businesses during Covid-19.

Air Transat: Vacation intervention

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Canadian airline Air Transmat ran a multi-channel campaign encouraging customers to use their vacation days to grow sales, awareness and increase differentiation.

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