The strategies behind some of the marketing industry’s most successful advertising campaigns and initiatives.
Heineken used its sponsorship of the UEFA Champions League to attract new digital consumers, dispelling the myth that digital only increases sales penetration among loyal customers.
Transport for London invested £6m in a programme to resolve the disconnect between bus driver behaviour and customer expectations, creating £13.3m in additional yearly revenue in the process.
It started with an unsuspecting trolley tunnel in Bude and ended with a 276% increase in social share of voice and a marriage proposal that went global.
EDF Energy boosted engagement in a commoditised sector by making meter readings, which are usually a functional interaction, more personalised and interactive.
Blending a clever launch strategy with a healthy dose of hype, Greggs took plant-power mainstream in 2019 with the launch of its vegan sausage roll.
Tourism New Zealand managed to shift the world’s perceptions of the country with just a small budget and sense of humour.
‘Marketing for a sustainable future for The Guardian’ was a three-year plan to turn around the troubled, though still much-loved, national newspaper.
B2B data tech specialist NTT used the power of machine learning to reinvent the Tour de France for a new audience.
Forgoing the traditional hero spot in favour of a hyper-personalised approach not only helped Toyota significantly increase purchase consideration, but also deliver record sales in a declining minicar segment.
Battersea Dogs & Cat’s Home has used digital to transform its outdated application process and underused social media to connect with the public online.
Using Facebook Live, the Royal Observatory in Greenwich managed to reach hundreds of thousands of people with a series of broadcasts of astronomical events direct from its telescopes on a “miniscule” budget of £550.
Bringing back a daytime TV favourite proved to be a winning strategy for Tesco.
Huawei created an app, StorySign, that used sign language to help children learn to read and helped boost perceptions of the brand.
The campaign’s use of contemporary descriptors was meant to spark a debate and coverage beyond the ads and force a reappraisal of the career options the Army offers. It worked, achieving its targets at a lower cost.
When Greenpeace launched its Rang-tan ad with Iceland it caused a social media storm and led to an unprecedented response for the pressure group, which had never seen a campaign deliver on such “scale and speed”.