The Inside Story: On a mission to break the mould, Lastminute.com’s guerrilla-style marketing and fierce challenger brand mentality, laced with lashings of humour, helped disrupt the travel industry forever.
From getting the Spice Girls to cut the ribbon at its debut event to pioneering an integrated approach to marketing, the launch of Channel 5 was all about challenging norms and channelling creativity.
Tango’s punk rock spirit changed the face of advertising with its ‘You’ve been Tangoed’ campaign, but it was an uphill battle to get the industry to respect its anarchic style.
In the late 1990s, Mastercard needed a long-term marketing platform to help reboot the brand, which was on a “burning platform” in the US. But while Mastercard knew it was on to a winner with ‘Priceless’, no one foresaw it still being part of the brand’s DNA 22 years later.
Giffgaff almost didn’t make it past its first birthday. Now, it is one of the biggest mobile virtual networks in the UK. The people behind its success explain how.
When the Department of Health launched its colourful Change4Life campaign in 2008, childhood obesity was at alarming levels. How has the campaign evolved over the past 10 years and has it really led to a change in attitudes and behaviour?
As the UK’s first ‘virtual’ bank, First Direct knew it had to take a radically different approach to marketing, to ensure it not only stood out but was trusted by consumers.
The Inside Story: The classic 1985 Levi’s ‘Laundrette’ ad by agency BBH is admired for its craft, but like most great marketing it was grounded in insight, and boosted sales of a struggling product in a moribund category.
The Inside Story: Over the past 12 years, UKTV’s Dave has gone from a channel scoring just 2% spontaneous awareness to a media brand attracting 20 million viewers a month.
The Inside Story: In the first of a new series, Marketing Week looks at how Tesco Clubcard transformed retailing, shopping and marketing forever, as told by the people who were there at its conception.