Advertising best practice, evidence and insights

Article • WARC Best Practice, January 2020

Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.

Nissan Patrol: Conquer Everywhere

Case Study • Garrett Olexiuk, Bhaskar Bateja, Remie Abdo, WARC Prize for MENA Strategy, Shortlisted, 2020

Car manufacturer Nissan Middle East used a multichannel, personalised data-driven strategy to relaunch its Patrol marque in the United Arab Emirates.

Four ways TV content providers can improve user experience

Article • Alex Brownsell, Event Reports, Mediatel Videoscape Europe online conference, June 2020

Understanding TV viewer personas and how these will shape the future of content discovery.

China: Towards a segment of one

Article • WARC Exclusive, March 2020

Details the challenges and opportunities for advertisers striving for greater personalisation in a country with 1.4 billion consumers.

Diageo: Guinness Hero Harps

Case Study • Design Business Association, Design Effectiveness Awards, Grand Prix, 2020

Guinness, an alcoholic drinks brand produced by Diageo, encouraged people to pick its brand at the bar across the UK, Ireland and Australia by launching a glowing golden harp at the point of sale.

Frito-Lay: Smile with Lay's

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

Lay's, a crisp brand, promoted joy across the US by releasing limited edition packaging that featured the smiles of real people and encouraging people to take smiling selfies with them.

Helzberg Diamonds: Ordained store associates help customers get hitched at Helzberg

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

Helzberg Diamonds, a jewellery retailer, created a portal that allowed its associates to get ordained to let the brand host its own wedding ceremonies in order to reach newly engaged couples in the US.

Advertising in 2030: Expert predictions on the future of advertising

Article • Kate Scott-Dawkins and Mark Syal, Research on WARC, May 2020

With so little certainty around what brand marketers should expect over the coming decade, this research sets out to identify the boundaries of expectation and the areas of conventional wisdom and agreement.

Luxury car brands in India go digital in bid to save sales

News • 04 May 2020

Car sales in India have collapsed with even Maruti Suzuki India, the country’s largest manufacturer, reporting that it did not sell a single unit in the domestic market in April, yet some luxury brands are finding innovative ways to fight back.

Building brand loyalty with Indonesia Gen Z’s desire for continuous gratification

Article • Bening Rara, WARC Exclusive, April 2020

Ogilvy’s Bening Rara highlights the role of continuous gratification in establishing a connection with Indonesia’s promotion-savvy youth.

Amazon Prime Reading: Everyone is an Amazing Book

Case Study • Suzzane Zhang, WARC Awards, Silver, Effective Social Strategy, 2020

Prime Reading, a part of Amazon Prime's subscription-based service, wanted to revive the Chinese people's love of reading and drive purchases from its Prime Reading website.

German Rail: No Need to Fly – Around the World in Germany

Case Study • Isabelle Schnellbuegel, Carla Funk, WARC Awards, Gold, Effective Social Strategy, 2020

Rail operator German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.

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.

Behavioural economics: Immersive research, decisions and comms challenges

Article • Anna Miley, John Kenny and Sonia Misak, WARC COVID-19 Series, April 2020

Discusses how companies are outperforming their peers by applying behavioural economics to their marketing strategy.

Barclays Private Bank: Smarter Giving

Case Study • Emilie Uzan, Alice Pike, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Barclays Private Bank devised a philanthropic campaign to help increase donations from high net worth individuals to the charity sector in the UK and Europe.

Space: Monzón – Idol. Champion. Murderer.

Case Study • Giselle Insaurralde, Gustavo Cosentino, WARC Awards, Entrant, Effective Content Strategy, 2020

TV channel Space adopted a strong segmentation strategy in Argentina to target distinct groups of viewers, and capture a new and more diverse audience.

Mastercard: Start More First Times

Case Study • Tahaab Rais, Prabhakar Iyer, WARC Awards, Entrant, Effective Content Strategy, 2020

Financial services corporation Mastercard boosted transactions and brand visibility through a content series in the United Arab Emirates.

Idea: The Power of LIVE Video

Case Study • Sayami Podder, Nikita Mehta, WARC Awards, Entrant, Effective Social Strategy, 2020

Cellular network Idea 4G used artificial intelligence to communicate its superior video quality in India.

Fevicol: 60 Years

Case Study • WARC Awards, Entrant, Effective Content Strategy, 2020

Fevicol the adhesives brand raised awareness of their 60th anniversary with a 90-second film in India.

DB Export: I'm Drinking It For You

Case Study • Ahmad Salim, James Tucker, WARC Awards, Grand Prix and Best Multiplatform Award, Effective Content Strategy, 2020

Beer brand DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low Carb beer in New Zealand.

Northern Territory: Top End Wedding

Case Study • Tony Quarmby, WARC Awards, Gold, Effective Content Strategy, 2020

Destination marketing body Tourism Northern Territory created a feature film to challenge outdated perceptions of the area as a holiday destination and increase tourist numbers from Australia and the rest of the world.

Nike Running: Next%

Case Study • Lauren Cadman, Matthew Nolan, WARC Awards, Shortlisted, Effective Content Strategy, 2020

Nike created buzz around its fastest running shoe, the Next%, to cut through the lifestyle clutter of the running shoe market in China and make its 'Dare to Be Faster' message powerful enough to have a halo effect across mass audiences.

Front line consumers want meaningful support from brands

News • 20 April 2020

In these uncertain times, consumers want brands to deliver experiences that meet their new needs with empathy, and new research has found this sentiment to be felt even more acutely among those most impacted by the coronavirus pandemic.

Fair & Lovely: Democratising Education for Women in Indonesia

Case Study • Ayida M. Sulfa, Bernadette Adinadia, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Beauty brand Fair & Lovely used TV, mobile and radio to raise awareness of its brand commitment to female education and drive sales in Indonesia.

RAKBANK: Memotraits

Case Study • Mohit Lodha, Kevin Pinto, WARC Awards, Shortlisted, Effective Innovation, 2020

RAKBANK, a leading UAE bank, raised awareness of its sponsorship of FC Barcelona and related credit card product by emotionally connecting with football fans through AI.

Personalisation