Emotion

4,710 results found

Sort By

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.

Nissan: Humanising a tech brand

Case Study • Bhaskar Bateja, Jennifer Fischer, WARC Prize for MENA Strategy, Entrant, 2021

Nissan, the tech-driven car manufacturer, took a different approach to instead humanise its brand in the Middle East.

The UAE Government Media Office: #FirstArabicCountdown

Case Study • Bhaskar Bateja, Jennifer Fischer, Ricardo Gasparian, WARC Prize for MENA Strategy, Entrant, 2021

The UAE Government Media Office created a simple, yet powerful, initiative that sparked a movement and connected millions of Arabs around the world in celebrating the launch of the first Arab interplanetary mission.

Etisalat UAE: Forgotten Names

Case Study • Mostafa Hashish, Yahia Hashem, WARC Prize for MENA Strategy, Entrant, 2021

Telco operator Etisalat created an online film with a powerful message to bring people together and raise brand awareness in the UAE.

STC Pay: The Contactless Eidiya

Case Study • Dana Alkutoubi, Dalal Kareem, WARC Prize for MENA Strategy, Entrant, 2021

Saudi Telecom Company promoted the contactless benefits of its stc pay fintech app to boost take-up while preserving an important tradition in KSA.

Pepsi x Lay's: Playing soccer in supermarkets

Case Study • Carl Bou Abdallah, Elina Nambala, Lyoonjoka , WARC Prize for MENA Strategy, Entrant, 2021

Soft-drink brand, Pepsi, and Lay's potato chips created a record-breaking virtual chain of people passing a football to amplify its UEFA Champions League sponsorship in Saudi Arabia.

Dove: #Stopthebeautytest

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

Dove, a personal care brand, challenged beauty stereotypes in India with its #StopTheBeatyTest campaign.

Starbucks UK: What's Your Name?

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

Starbucks, a coffeehouse chain, demonstrated its support for transgender people in the UK with its What's Your Name campaign.

Home Centre: A Dad's Job

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

Home Centre, a home furnishing brand, celebrated Father's Day in the UAE by highlighting the role that single mothers play in their children's lives.

Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.

Effective work taps into human understanding

Opinion • Cristina Balanzo, August 2021

The Grand Prix winner of the 2021 Creative Effectiveness Lions, Nike’s Dream Crazy proves that successful brands are the ones that can appeal to our needs as human beings, writes Walnut’s Cristina Balanzo.

Unexpected creativity overcomes barriers and drives effectiveness

Opinion • Isaac Mizrahi, August 2021

A judge of the 2021 Creative Effectiveness Lions, Alma’s Isaac Mizrahi writes about how creative ideas carried through unconventional touchpoints helped this year’s winners cut through.

Great stories build brands

Opinion • Shazia Ginai, July 2021

Neuro-Insight’s Shazia Ginai analyses the 2021 Creative Effectiveness Lions winners to uncover how they delivered impact through emotion, topicality and virality.

LinkedIn: Changemakers

Case Study • SABRE Awards, EMEA, Gold, 2021

LinkedIn, a professional networking website, improved brand awareness and brand perception with its 12-month influencer programme LinkedIn Changemakers.

Cadbury and Age UK: The Originals

Case Study • SABRE Awards, EMEA, Gold, 2021

Cadbury, a confectionery brand, partnered with Age UK, a charity, to combat loneliness among elderly people in the UK with the campaign The Originals.

Starbucks: #WhatsYourName

Case Study • SABRE Awards, EMEA, Gold, 2021

Starbucks, a coffeehouse brand, supported the transgender community in the UK with its campaign #WhatsYourName.

WARC Talks Creativity and Fame

Article • Paul Feldwick and Jane Wakely, WARC Exclusive, July 2021

WARC talks creativity and fame with Paul Feldwick, former strategist and author of Why Does The Pedlar Sing?, and Jane Wakely, lead CMO of Mars Inc.

The effect of guerrilla marketing on company share prices: An event study analysis

Research Paper • Svetlana Davis and Frederick Davis, Journal of Advertising Research, Digital First, July 2021

This study analyzes a hand-collected sample of 803 guerrilla marketing campaigns from 2007 to 2017 to examine the impact on abnormal share price performance.

Brand strategy: The need to humanise content

Article • Mukta Lad, Event Reports, Marketing Influence 360 Conference, April 2021

The pandemic has changed the way people consume content and look at brands, and TripAdvisor shares how brands can humanise their interactions with customers.

Puck: Fuel Their Dreams

Case Study • Tala Arakji, Mario Morby, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2021

Spreadable cream cheese brand Puck created a digital platform to raise spirits while boosting sales and growing share in Saudi Arabia.

Facebook: #LoveLocal

Case Study • Rifaat Fakih, Jennifer Fischer, WARC Prize for MENA Strategy, Shortlisted, 2021

Social network Facebook crafted a locally focused campaign to raise its profile in Jordan, Lebanon and Egypt as the leading platform for small and medium-sized businesses.

GMC: The legacy of verse

Case Study • Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2021

American SUV, the Yukon, tapped into the heritage of Arab poetry to establish an emotional bridge with motorists in the Middle East.

Babyshop: Our heartbeats

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Shortlisted, 2021

Children's retailer Babyshop took the national anthem to heart, literally, to boost consideration and gain relevance in the UAE.

Almosafer: Stories of Mecca

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Bronze, 2021

Online travel-booking platform Almosafer harnessed the power of UGC in Saudi Arabia to boost post-lockdown bookings.

Emirates NBD Saudi Arabia: The man who never got anything back

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Bronze, 2021

Banking brand Emirates NBD created uplifting branded content to raise awareness and encourage take-up of its Mazeed cashback credit card in Saudi Arabia.

The WARC Guide to rethinking B2B marketing

Article • WARC Best Practice, April 2021

A summary of new thinking and best practice on rethinking B2B marketing.
What we know about using emotion

Article • WARC Best Practice, September 2020

Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.
Strategy Toolkit module 1: How marketing works

Article • Strategy Toolkit, March 2021

This article offers an overview of how marketing drives business performance by explaining the theories of buyer behaviour, the ways that marketing can influence that behaviour and how advertising works.
What we know about storytelling strategies

Article • WARC Best Practice, February 2021

Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.