APG Creative Strategy Awards

Celebrating case studies that demonstrate great planning and strategy

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Case Study

Charity Royal National Lifeboat Institution (RNLI) launched a campaign in the UK giving instructions on how to best react when falling unexpectedly in cold water.

Case Study

Samaritans, a charity, Network Rail, a railway company, and The British Transport Police, a force that polices the railway, helped reduce the number of suicides committed on British railways by enlisting the public to intervene.

Case Study

Samsung, a multinational conglomerate, promoted its Samsung Smart Home products by creating an augmented reality campaign that put Samsung products in the home of a well-loved entertainment series, Family Guy.

Case Study

Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.

Case Study

Diesel, the luxury clothing brand, took over street fashion by selling misspelt branded t-shirts in a pop-up in New York's underground.

Case Study

Sheba, a cat food brand by Mars Incorporated, replaced its previous earnest, serious campaign tone with something more humorous, which led to Sheba becoming the number one wet cat food brand in Australia and Europe.

Case Study

CoppaFeel!, a breast cancer charity, increased breast checks in the UK by 10% as a result of it shifting its focus away from the boobs and onto the hands that check them.

Case Study

KFC, a fast food restaurant chain, created the most successful launch of Double Down in any market, by promoting it as something exclusive with the "if you can't beat it, double it" messaging in the UK.

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Visa, a financial services company, increased its share of voice during the football World Cup, as its official sponsor, by launching a campaign that saw Zlatan Ibrahimovic return to the tournament.

Case Study

British Red Cross, a charity, articulated the value exchange it can offer its audience to spark the Power of Kindness movement in he UK.

Case Study

Pedigree, a petcare brand, launched Dog Dates across the UK and Europe, which matched lonely elderly people with dog owners in the area to get them to go on dog walks and socialise out of the house.

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Yorkshire Tea, a brand of black tea, increased its sales in a sharply declining category by engaging UK consumers with its brand values in a humorous and authentic way.

Case Study

The Truth Project, a project linked to the independent inquiry into child sexual abuse (CSA) in the UK, launched a campaign to challenge the stigma associated with CSA, resulting in over 13,000 survivors expressing interest.

Case Study

Diesel, the high-end clothing brand, used the online hate the brand was receiving to fuel its latest fashion collection in the US.

Case Study

Skittles, a brand of fruit-flavoured sweets, launched a campaign associated with London Pride to increase retail distribution and engage young people in the UK, which led to an ROMI of 142% within a year.

Case Study

The Cybersmile Foundation, an anti-bullying non-profit, created a social experiment with Instagram influencer Chessie to bring cyberbullying to the forefront in the UK.

Case Study

Justice4Grenfell, a community-led organisation, encouraged signatures of its petition for a more diverse inquiry panel into the Grenfell disaster by launching three billboards at the BAFTAs in the UK.

Case Study

Level, an airline brand under airline holding company International Airlines Group (IAG), was successfully launched through OOH, DOOH and the unveiling of a new design.

Case Study

Marmite, a salty spread brand, launched the Marmite Gene Project to reverse declining sales by bringing it back into the breakfast discussion in the UK.

Case Study

Childline, a counselling service for children, partnered with charity Vodafone Foundation to launch Headboomz in Ireland as a means for children to navigate their daily niggles.

Case Study

The Metropolitan Police, a British police force, decreased moped crime and snatch-theft in the UK by launching a set of communications that primed moped riders to the risk of theft and prompted action.

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BT Sport, a group of TV sports channels, leveraged the infectious enthusiasm of a 9-year-old girl to convince sports fans in the UK that BT Sports was worth paying for.

Case Study

Police Now, an initiative to get young people into policing, helped tackle violent crime in the UK by launching TAKE:90, an initiative that encouraged anger management by taking 90 seconds to calm down.

Case Study

Which?, an impartial product reviews website, went after fake reviews in the UK to generate a 13% year-on-year uplift in sign-ups.

Case Study

HSBC, a bank, launched a campaign with Richard Ayoade in the UK to celebrate how we are better together, to reinforce itself as a UK brand with a global reach.