SABRE Awards

Benchmarking the best PR work from across the globe

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Case Study

Energy drink brand Carabao created a media relations campaign based around Google image searches to showcase the brand’s ethos as one that resonated with young women in the UK.

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Rotterdam Council launched a multiplatform campaign to tackle street sexual harassment in the city.

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London department store Harvey Nichols changed its name and staged a window-smashing exercise to become the most-talked-about department store during London Fashion Week.

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There But Not There, the armed forces charity, created an art installation of ghostly soldier silhouettes to fundraise and educate people about the first World War in the UK.

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Pharmaceutical company Pfizer created an integrated influencer marketing campaign to appeal to adolescents in the UK and warn them about the signs and dangers of meningococcal meningitis.

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Merck Sharp & Dohme, the multinational pharmaceutical company, ran a multichannel campaign to raise awareness of its HPV vaccine among teens and their parents in Slovakia.

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RFSU, the Swedish Association for Sexuality Education, created a short film backed by digital content to boost condom use among young Scandinavians, aged 18 to 25.

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Vidchui, an organisation that helps aurally impaired people, created a live opera stunt backed by social media to persuade young people in Ukraine to get their hearing checked.

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Iceland, the frozen foods supermarket, ran an integrated media campaign to communicate its ban on palm oil and to show its Christmas TV ad, which had been banned from TV.

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East Midlands Trains, a UK train operator, created portraits made from train tickets and a lost property orchestra to drive positive consumer engagement and promote its mobile and lost property services.

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The European Union Anti-Corruption Initiative (EUACI) created a theme park to support the work of anti-corruption agencies and bring their work to the attention of the public in Ukraine.

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Red Stripe, the Jamaican beer brand, created news and social buzz around an Olympic PR ambush.

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Online retailer eBay rescued the physical goal in which the winning goal in the 2014 FIFA World Cup was scored, and invited fans in Germany to bid on it, to coincide with the 2018 World Cup.

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Supermarket brand Coop created a ‘perfume’ that smelled like sour milk to raise awareness of food waste and reinforce its sustainability brand credentials in Sweden.

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Jelly and jam brand Hartley’s used a celebrity-led, influencer marketing programme to raise brand awareness and boost sales of its 10 Cal Jelly Pots in the UK.

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Infiniti, the luxury division of Japanese carmaker Nissan, created an integrated campaign encompassing PR, social media, creative and digital, for the global launch of its QX80 model in the Middle East.

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The Confederation of Finnish Industries, a body that represents the Finnish employee sector, launched a multichannel awareness campaign to tackle the issue of discrimination in the workplace.

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Tourism body, Visit Oslo, invited gay people from not-so-gay-friendly countries, to join the Oslo Pride Parade and position the city as a safe one for LGBQT+ visitors.

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Pharmaceutical brand MSD Romania created a multi-platform educational campaign to raise awareness of cervical cancer and boost HPV vaccination rates in the country.

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The Royal Danish Theatre used former Dancing with the Stars judge Nikolaj Hübbe to spearhead a campaign raising public appreciation of its Royal Ballet company in Denmark.

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Electronic mobile payment company Square took a boots-on-the-ground approach to raise its profile among small business owners, and reach national and local influencers for its launch in the UK.

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Finnish alcoholic drink brand Hartwall Original Long Drink created an integrated campaign to boost sales outside summer, while taking care not to flout Finland’s strict alcohol advertising rules.

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Cosmetics brand Avon created a range of lingerie to persuade women to have breast cancer check-ups in Ukraine.

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Shell, the oil company, created a social and earned media campaign encouraging female millennials in the UK to take part in the Shell Eco-marathon, its energy efficiency competition.

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Bike-meets-tech company VanMoof used a media relations strategy to launch its latest range of connected city bikes across the UK, France and Germany.