Integration

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How Aldi re-energised an existing advertising concept to re-ignite growth

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.

How a return to purpose helped Confused.com reclaim its place amongst the comparison giants

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.

Five work famously for Great Western Railway

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.

How we crossed the 'T's, dotted the 'I's and put TUI at the top

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.

Fidelity Stocks & Shares ISA: How Fidelity won minds by appealing to hearts

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.

Advertisers take major step towards ‘Holy Grail’ of cross-media measurement

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.

Fevikwik: Fix it or forfeit it

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.

Fortis Hospitals: Honor the Donor

Case Study • Saumya Tyagi, Ankit Singh, WARC Prize for Asian Strategy, Silver, 2020

Fortis, the chain of hospitals, launched the first ever organ donor symbol to tackle the cultural taboo against organ donation in India.

The Department of Tourism (Uttar Pradesh): Inviting new India to its oldest festival

Case Study • Siddhartha Dutt, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2020

The Department of Tourism of the Government of Uttar Pradesh in India ran a multi-channel campaign to attract Indian millennials to Hindu religious festival Kumbh Mela.

OldTown White Coffee: Anything is Pause-able with OldTown White Coffee

Case Study • Galen Lau, Su Ling Chan, WARC Prize for Asian Strategy, Entrant, 2020

Coffee brand OldTown White Coffee increased sales and market share by targeting millenials with a multichannel campaign.

Lifebuoy: A Mission To Cut Sick Days by Half

Case Study • Ha Tran, Linh Ngo, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Lifebuoy, the leading hygiene soap brand in Vietnam, boosted brand love and antibacterial soap sales with a health-awareness campaign aimed at teaching children and their parents the importance of good hygiene.

The Telegraph: Changing the prayer and praying for change

Case Study • Basabdatta Lahiri, WARC Prize for Asian Strategy, Entrant, 2020

Indian daily English-language newspaper The Telegraph used a multichannel approach, including TV, radio and outdoor based around the Durga Puja festival to draw attention to the issue of gender inequality in India.

Nestlé: Ok Nestlé! Tell me more about food

Case Study • Vibha Gupta, Jitender Dabas, WARC Prize for Asian Strategy, Entrant, 2020

Food conglomerate Nestlé created a Google Voice-powered knowledge service platform to position itself as a nutritional expert and build brand trust among millennial mothers in India.

Visa Inc. India: Tap to pay with Visa. Just like that.

Case Study • Uchit Gupta, WARC Prize for Asian Strategy, Entrant, 2020

Financial service company Visa ran a multi-channel campaign to increase penetration of contactless payments from 0.43% to 1.8% of transactions by educating millennials about the convenience and ease of contactless in India.

Cesar Twinning: Putting dog food into Vogue

Case Study • Marketing Society, The Brave Awards, Highly Commended, 2020

Cesar, a dog food brand, launched matching sweaters for dog owners and their furry best friends in the US to create earned media and to increase sales.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

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

Agencies eye CTV/addressable TV

News • 30 June 2020

All agencies across Europe see addressable TV or connected TV as key digital video growth areas for the next 12 months, according to new research from IAB Europe, but measurement remains an issue.

du: It's Good To Be Home

Case Study • Remie Abdo, Jessica Handley, WARC Prize for MENA Strategy, Entrant, 2020

Telco du boosted engagement and sales of its internet and entertainment services with a multi-channel campaign in the United Arab Emirates.

What we know about cross-channel and multichannel marketing

Article • WARC Best Practice, June 2020

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

Creative Commitment: a new metric to predict campaign performance and counter short-term thinking

Article • Stephen Whiteside, Event Reports, Lions Live, June 2020

Research undertaken by James Hurman and Peter Field points to a "Creative Commitment" metric as having a strong correlation with campaign effectiveness.

The effectiveness code

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.

Codina Partners: Downtown Doral invites unhappy New Yorkers

Case Study • SABRE Awards, Gold, North America, 2020

Codina Partners, a real estate investment and development firm, created a digital platform for unhappy New Yorkers to explore what life could be like if they moved to Downtown Doral.

Best in class: The five rules of digital advertising effectiveness

Article • Elizabeth Lane, WARC Exclusive, May 2020

Research from IAB UK and Kantar into the brand building capabilities of digital display media.

ŠKODA: Hesitation

Case Study • Pauline Dunas, WARC Awards, Bronze, Effective Social Strategy, 2020

Automotive brand SKODA created a campaign tailored around the specific insights of the local market to challenge erroneous brand perceptions in France.

Fruit Shoot: Fruit Shoot for the Moon

Case Study • Polly Goodman, Craig Adams, WARC Awards, Entrant, Effective Innovation, 2020

Children's drink brand Fruit Shoot implemented an integrated and innovative communications strategy in the UK to increase sales and move the brand from terminal decline into growth.

What we know about attribution and marketing mix modelling

Article • WARC Best Practice, August 2020

This article provides marketers with information and guidance about attribution and marketing mix modelling.
What we know about combining TV with digital media

Article • WARC Best Practice, July 2020

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, June 2020

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

Article • James Hurman with Peter Field, WARC Exclusive, June 2020

This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.
Why cross-media campaigns are essential in the age of fragmented attention

Article • Brad Smallwood, WARC Exclusive, October 2019

Evaluates the impact that Facebook has on campaign effectiveness when used in tandem with out-of-home and television media.
Media Strategy Report 2019: Insights from the WARC Media Awards

Article • WARC Exclusive, March 2019

Analysing trends in media strategy, including the use of data, tech, channel integration and partnerships, with lessons drawn from the winners of the WARC Media Awards.