Brand character

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Why Direct Line moved from Winston Wolf to Superheroes

Article • Brian Carruthers, Event Reports, Advertising Week, October 2020

This article looks at insurance brand Direct Line’s replacement of a long-running and very successful campaign.

From running shops to serving customers: The Tesco turnaround story

Case Study • IPA (UK), Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.

Smart Energy GB: Getting to yes – How we got more people to say “yes” to a smart meter

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Smart Energy GB, a national campaign for the smart meter rollout in the UK, created a series of TV ads featuring cartoon characters who informed consumers about why switching to a smart metre was the best option.

Rescuing Tango from a Sticky Situation

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Tango, a soft drink brand, reversed its decline in sales and became the fastest-growing brand in its category with its Sticky Solutions campaign in the UK.

John Lewis: An amazing decade

Case Study • IPA (UK), Gold, IPA Effectiveness Awards, 2020

John Lewis, a department store, created a series of Christmas ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.

PPI Deadline: Billions to millions

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

The Financial Conduct Authority (FCA), a financial regulatory body, reversed the decline in payment protection insurance (PPI) complaints in the UK with its Make a Decision campaign.

ITV & Veg Power: Eat Them to Defeat Them – How making veg the bad guy did a load of good

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Veg Power, a campaigning group for vegetables from the Food Foundation, partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.

Lloyds Bank: The power of Pure Brand

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Lloyds Bank, a banking brand, increased spontaneous awareness and incremental revenue in the UK by creating a series of TV commercials that used its black horse icon as a supportive companion.

The return of the Captain: How reinventing an icon grew Birds Eye Fish Fingers

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Birds Eye, a frozen food brand, returned to growth in the UK by reimagining its iconic Captain figure for today’s consumers to increase brand relevance and salience.

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.

Aldi 2010-2019: How taking an alternative path took Aldi from shame to pride

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Aldi, a discount supermarket chain, shifted UK public perception of the brand from shame to pride.

P/S: The Adventure With King Leo and Friends

Case Study • Sang Lam, Anish Appukuttan, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Bronze, 2020

Toothpaste brand P/S harnessed the power of AI to encourage kids to brush their teeth, increasing consumption and boosting growth in Vietnam.

What we know about brand characters

Article • WARC Best Practice, September 2020

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.

Snickers: Bring Back the Idols

Case Study • Hiroaki Taki, Akie Suzuki, Kaori Yatsu, WARC Prize for Asian Strategy, Entrant, 2020

Confectionery brand Snickers collaborated with smartphone game Idol Master to appeal to young males and boost single-bar sales in Japan.

Pizza Hut: Female Gamers' New Hero

Case Study • Bella Yang, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020

Quick-service restaurant brand Pizza Hut used social media to get female gamers in China to vote for its female avatar to become a regular character in mobile game King of Glory.

KFC: esport's COVID Hero

Case Study • Jessia Zhu, Nicholas Short, WARC Prize for Asian Strategy, Entrant, 2020

Fast-food brand KFC created an interactive event on Weibo to become a messenger for eSports fans during lockdown and reinforce its sponsorship of the League of Legends Premier League in China.

Birds Eye: Making vampires 'a bit more veggie'

Case Study • Marketing Society, The Brave Awards, Shortlisted, 2020

Birds Eye, a frozen foods brand, increased return on investment in the UK by creating a series of ads featuring a new modern Captain.

How creativity drives advertising effectiveness

Article • Research on WARC, July 2020

The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.

Saudi Telecom Company: What are we allowing?

Case Study • Dana Alkutoubi, WARC Prize for MENA Strategy, Shortlisted, 2020

Saudi telco STC's hard-hitting multi-channel approach showed parents the reality of online threats to their children while greatly increasing uptake of its child-safety app.

Yas Theme Parks: Summer Says Yas!

Case Study • Tahaab Rais, Mario Morby, Prabhakar Iyer, WARC Prize for MENA Strategy, Entrant, 2020

Abu Dhabi resort attraction Yas Island created a multi-channel character-based campaign to improve visitation levels and increase revenues.

Puck: Making meal-time fun time

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Bronze, 2020

Spreadable cheese brand Puck used an edutainment strategy to increase sales in Saudi Arabia and the United Arab Emirates.

Fellowes: Emma – Work Colleague of the Future

Case Study • SABRE Awards, Gold, EMEA, 2020

Fellowes, a manufacturer of office and technology accessories, launched a life-size model of the work colleague of the future to raise awareness of how workplace health and wellbeing needs to be improved across the UK, Germany and France.

European Parliament Liaison Office in Lithuania: European Parliament election 2019 campaign 'Don't Be a Couch Potato'

Case Study • SABRE Awards, Gold, EMEA, 2020

European Parliament Liaison Office in Lithuania, part of the Directorate-General for Communication, increased voter turnout for European Parliament elections in Lithuania by creating a multichannel campaign that told them to stop being couch potatoes and vote.

Honey I'm Home: dog treats

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Silver, 2020

IFFCO, an Indian cooperative brand, launched a pet food brand in the US called Honey I'm Home which used symbols of naturalness and a lovable cartoon dog to connect with pet owners.

PagerDuty: Strategy and ingenuity combine to make PagerDuty one of the most successful IPOs of 2019

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

PagerDuty, a computer software company, increased brand awareness in the US by creating a two-pronged campaign that publicised news tied to digital transformation.

What we know about brand characters

Article • WARC Best Practice, September 2020

Provides guidance and reading on brand characters, a non-celebrity animate being that can perform a multitude of roles from the perspective of brand or user.
How creativity drives advertising effectiveness

Article • Research on WARC, July 2020

The crisis in creative effectiveness has been played out during the first several months of the coronavirus pandemic of 2020.
Power of you - distinctive brand assets

Article • WARC Exclusive, February 2020

This Ipsos meta-analysis of over 2,000 pieces of video creative examines the relationship between effectiveness and the presence or not of brand assets.
What is the role of distinctive brand assets?

Article • WARC Evidence, January 2020

Looks at the role of different kinds of brand assets – visual, verbal, auditory – and whether thy help to create shortcuts in consumers’ minds that make brands more memorable and impactful.
Developing brand assets

Article • Dominic Twose, WARC Best Practice, January 2020

This article explores the importance of building strong branding into marketing activity and how to develop brand assets.
How to create a consistent yet dynamic brand personality

Article • Liane Koh, WARC Best Practice, May 2019

Advises on how a brand can optimise its brand identity by being consistent yet dynamic.