Brand character

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Churchill Insurance: Little Chapters of Chill

Case Study • DMA (UK), Gold, 2020

Churchill Insurance, an insurance company, targeted younger family audiences with a mindfulness podcast, that was listened to over 54,000 times and was used as a mindfulness resource by the NHS.

Pants Bear: Learning life one adventure at a time

Case Study • WARC Cases, 2020

Children’s education and entertainment brand Pants Bear launched in Malaysia with a content strategy tailored around cultural moments and learning activities.

Volkswagen Malaysia: Buckle Up

Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

How brands can use ‘cute’ characters to drive results

News • 18 December 2020

Brands using “cute” spokescharacters must also consider the language they deploy and the nature of their consumer relationships to achieve the best results, a study in the Journal of Advertising Research (JAR) has argued.

Consumer reactions to animal and human models in print ads: How animals and people in ads influence the purchase-decision journey

Research Paper • Rohit H. Trivedi and Thorsten Teichert, Journal of Advertising Research, Vol. 60, No. 4, 2020, pp. 439-451

Animals have been used in advertisements for decades, yet little is known about the effects on consumer reactions along the entire purchase-decision process.

Snickers: Bring Back the Idols

Case Study • Kaori Yatsu, Hiroaki Taki, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

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

Old Spice: Guest Starring… Old Spice

Case Study • James Barnett, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

Male personal care brand Old Spice engaged YouTubers to help run a meme-based campaign using brand ambassador Isaiah Mustafa to launch its anti-perspirants and body sprays in Israel.

How anthropomorphized brand spokescharacters affect consumer perceptions and judgments: Is being cute helpful or harmful to brands?

Research Paper • Chun-Tuan Chang, Xing-Yu (Marcos) Chu, and Shih-Ting Kao, Journal of Advertising Research, Digital First, November 2020

This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks.

P/S: The Adventure With King Leo and Friends

Case Study • Soumya Ranjan Panda, Sang Lam, Anish Appukuttan, WARC Media Awards, Silver, Effective Use of Tech, 2020

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

LifeDirect / Trade Me: R.I.P. Simon - giving a brand a new lease on life, by publicly killing its mascot

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

Life Direct, a life insurance comparison website, encouraged consumers to compare life insurance with the brand by killing its mascot, Simon the Sloth, as part of its campaign RIP Simon in New Zealand.

George Weston Foods: Unleash the Golden® Crumpet

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

George Weston Foods, a food company, increased the purchase frequency of its Golden Crumpets in Australia by launching a film of a crumpet that dreamed of having different toppings.

Ally Financial: Monopoly

Case Study • James Barnett, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Online-only bank Ally disrupted the traditional marketing approach of the financial industry, bringing a popular board game to life to drive talkability and boost business performance in the US.

Nestlé: The Little Book of Poo

Case Study • SABRE Awards, APAC, Consumer Health, Gold, 2020

Nestlé, a food brand, encouraged mothers-to-be in Hong Kong to ask their doctors about allergy prevention for their babies with its series The Little Book of Poo.

Hanwha Group: Solar Boat - Clean Up Mekong

Case Study • SABRE Awards, APAC, Company of The Year, Diamond, 2020

Hanwha, a business conglomerate, embarked on a mission to reduce water pollution and promote behaviour change among local people by raising awareness, both of pollution and of the brand, in Vietnam.

Seibu Lions: Save Lions” project by Seibu Lions

Case Study • SABRE Awards, APAC, Entertainment, Gold, 2020

The Seibu Lions, a Japanese baseball team, raised money to save the lion while also boosting game attendance with its campaign Save Lions (pronounced similarly to Seibu Lions in Japanese).

Becton Dickinson: Change Enablers - Organizational Fitness Program - Employee Engagement

Case Study • SABRE Awards, APAC, Medical Technology, Gold, 2020

Becton Dickinson (BD), a US-based medical tech company, aimed to spark behavioural changes among employees by encouraging them to internalise positive character traits and put them into action.

NRMA Insurance: Every home is worth protecting

Case Study • Effies (Australia), Australian Effies, Gold, 2020

NRMA, an insurance brand, significantly boosted its brand value within months in Australia with is campaign Every Home Is Worth Protecting.

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.

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.

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.

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.

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.

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.

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.

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.

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.
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.
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 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 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.
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.