Audience measurement

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Kura Sushi: Tuna scope 2020

Case Study • SABRE Awards, APAC, Diamond, 2021

Tuna Scope, an AI system developed by Dentsu that judges the quality of tuna based on the fish's tail cross sections, increased sales and generated worldwide media coverage.

What we know about audience measurement

Article • WARC Best Practice, October 2021

Summarises the insights from a series of key papers addressing audience measurement, the quantifying of the number of people exposed to advertising across any given media; this includes radio listenership, TV viewing, newspaper and magazine readership, and traffic on websites.

HUN Wine: Disrupting the Wine Category in a Time of COVID - A story about how the most sociable wine brand launched at the most unsociable time.

Case Study • APG (UK), Entrant, 2021

HUN, a wine brand, launched a campaign in the UK to introduce and drive awareness of the new wine in a can.

Commerce and video streaming are most important trends for APAC marketers

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of the most significant consumer behaviours affecting the marketing industry in Asia Pacific.

KFC: The growth of Colonel KI

Case Study • Nicholas Short, Liu Yi, Stanley Tao, WARC Awards for Asian Strategy, Bronze, 2021

Fast-food brand, KFC, transformed itself from a sponsor into an organic stakeholder in the eSports world with its Colonel KI campaign in China.

Tesco: Tesco x Supermarket Sweep AFP

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Tesco, a supermarket, boosted value perception in the UK by partnering with ITV and Thames TV to reintroduce a gameshow.

Heinz: Keeping Heinz top of mind, come rail, hail or shine.

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Heinz, a food processing company, grew mental availability around mealtimes in the UK by sponsoring ITV Weather.

Tesco: Christmas 2020 – I'm a Celebrity, get me to Tescoooo!

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Tesco, a supermarket brand, partnered with the TV show I'm a Celebrity Get Me Out Of Here as part of its 2020 Christmas campaign.

The Ozone Project: Building the premium digital advertising platform of the future

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

The Ozone Project, an advertising and audience platform, increased revenue in the UK by rebuilding its platform based on trust and fairness.

With screens everywhere, brands in Brazil should enter the conversation

Article • Manzar Feres, WARC Exclusive, Spotlight Brazil, August 2021

Examines how the pandemic, and the proliferation of viewing options, created new avenues for marketers to connect with consumers.

Mobile gaming: Consumer sentiment data

Article • WARC Exclusive, Spotlight SEA, July 2021

Analyses data from ongoing surveys of Southeast Asian consumers, provided by GWI.

What we know about combining TV with digital media

Article • WARC Best Practice, July 2021

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

Ear we go: The audio-branding opportunity

Opinion • Charles Vallance, July 2021

Nearly 15 years after the invention of the smartphone, we may have reached our peak screen threshold, writes VCCP’s Charles Vallance.

Over 80% of ad execs want to take more control of their media spend

Data • Rob Clapp, WARC Data Points (Curated), July 2021

An overview of the advertiser strategies currently being pursued.

Burger King: Pay Cut Whopper

Case Study • Mona Hassanie, WARC Prize for MENA Strategy, Silver, 2021

Fast-food chain, Burger King, humanised the transactional nature of app orders to increase home delivery sales in the UAE.

APAC media in the new normal: How to maximise effectiveness

Article • Adriaan Nel and Amit Chaubey, WARC Exclusive, July 2021

The pandemic has resulted in fundamental shifts in people’s retail and media behaviour.

Zewa: TV tandem approach

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Zewa, a global tissue brand, launched a campaign in Germany to increase brand awareness in the bathroom tissue category.

Very: A Very Black Friday

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Very, a British online retailer, launched a campaign in the United Kingdom to set up a 'digital shop front' and show high street consumers the best online deals.

Lifebuoy: The adaptive data lighthouse 2.0

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Lifebuoy, a soap brand, launched a campaign in India to promote hand-washing in Uttar Pradesh and Bihar, which had high infant mortality rates.

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