Advertising best practice, evidence and insights

Multimodal perceptual processing of cues in food ads: Do you smell what you see? Visual-induced olfactory imagery and its effects on taste perception and food consumption

Research Paper • Yamen Koubaa and Amira Eleuch, Journal of Advertising Research, Digital First, March 2020

In food advertisements, consumers often get inputs from only a few senses and rely on crossmodal interactions to represent those advertisement features from which they are not getting sensory stimulation.

Bouygues Telecom: Unforgettable Christmas

Rankings • WARC Effective 100, 2020

French telco brand Bouygues Telecom differentiated itself from competitors at Christmas with an emotional advert about a father and son’s awkward Christmas dance.

Carrefour: Black Supermarket

Rankings • WARC Effective 100, 2020

Carrefour, the supermarket chain, proved its commitment to food quality and improved brand love through a direct campaign centred around a brand-owned experience in France.

Centre Pompidou: Memories of Paris

Rankings • WARC Media 100, 2020

Centre Pompidou, a French contemporary art museum, raised awareness to tourists in Paris by selling statuettes of its building as a souvenir.

Bouygues Telecom: Unforgettable Christmas

Case Study • Case Studies on WARC, 2018

French telco Bouygues Telecom stood out among bigger competitors at Christmas through an emotional campaign showing the role of technology in bringing people together.

Centre Pompidou: Memories of Paris

Rankings • WARC Creative 100, 2020

Centre Pompidou, a French contemporary art museum, raised awareness to tourists in Paris by selling statuettes of its building as a souvenir.

McDonald's: McDelivery

Rankings • WARC Creative 100, 2020

McDonald's, a fast food restaurant chain, broke into France’s saturated food-delivery market by using the weather to persuade people to use the McDelivery app.

Assassin’s Creed Odyssey: My Life as a NPC

Rankings • WARC Creative 100, 2020

Assassin’s Creed Odyssey, a video game, increased social engagement on Ubisoft’s social channels by posting videos of the stories of non-player characters.

Uber: UberToys

Rankings • WARC Creative 100, 2020

Uber, a ridesharing company, increased brand favourability across Europe by launching series of life-sized toy cars that users could ride in to embrace their inner kid at Christmas time.

Facebook ads must provide ‘social’ and ‘intrinsic’ value

News • 17 January 2020

Facebook ads would benefit from providing users with a mix of “intrinsic” and “social” value, according to a study published in the Journal of Advertising Research (JAR).

Consumers’ responses to Facebook advertising across PCs and mobile phones: A model for assessing the drivers of approach and avoidance of Facebook ads

Research Paper • Caroline Lancelot Miltgen, Anne-Sophie Cases, and Cristel Antonia Russell, Journal of Advertising Research, Vol. 59, No. 4, 2019, pp. 414-432

Social-networking sites, such as Facebook, are an important and fast-growing advertising channel. Because access to social-networking sites may happen through different devices, it is important to identify whether the drivers and mitigating factors affecting responses to social-networking-site advertising differ between consumers who access Facebook primarily on PCs versus on mobile phones.

Tourism Québec: Born to Let Go

Case Study • Hearts & Science Montreal, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Tourism Quebec harnessed the power of data to inspire travellers from abroad to visit the province.

Gen Z – Some like it old: Friday's for second-hand – why 15-25-year-olds prefer old things to new ones

Research Paper • Benjamin Simmenauer and Charles Mezerette, ESOMAR, Fusion, 2019

leboncoin, the online marketplace, unlocked insights around millennial purchasing behaviours in France and how to tap into different types of consumers.

Big data big debate: How to handle 5 million plus verbatims in just two weeks?

Research Paper • Bruno Jeanbart, ESOMAR, Fusion, 2019

OpinionWay, an institute for studies, marketing, communication and opinion polls, analysed the data collected on the online platform granddebat.fr, which allows French citizens to speak to their local mayors about their concerns.

Air China: Land Your Dream

Case Study • Mary Xia, Yoki Bai, Alex Cai, WARC Prize for Asian Strategy, Entrant, 2019

Air China, the prominent Chinese airline, launched a global media campaign to re-enforce its brand image at home and promote brand awareness in foreign markets.

Social media and the disruption of democracy: The marketer’s dilemma

Research Paper • Jennifer Roberton and Matt Browne, ESOMAR, Congress, 2019

Explores the links between social networks and democracy in the UK, France and Germany to figure out how people get informed and what news they trust.

Salto: France's broadcasters to launch Netflix challenger

News • 14 August 2019

French broadcasters can breathe a sigh of relief as the country’s regulator gave the green light to plans to join forces to create a digital platform to challenge Netflix.

Back Market: Refurbished Tweets

Case Study • Cannes Creative Lions, Silver, Creative Strategy Lion, 2019

Back Market, a supermarket specialising in refurbished products, reused old tweets from celebrities speaking about its products to make it look as though they were promoting the brand in the present to successfully launch in the US.

Etat Libre d'Orange: I Am Trash, Les Fleurs du Déchet

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2019

Etat Libre d'Orange, a perfume brand, launched I AM TRASH in France, a perfume made of waste from the perfume industry, to take a stand against excessive consumption.

Carrefour: Black Supermarket

Case Study • Cannes Creative Lions, Grand Prix, Creative Effectiveness Lions, 2019

Carrefour, the supermarket chain, proved its commitment to food quality and improved brand love through a direct campaign centred on a brand-owned experience in France.

Heineken France refreshes its consumer insight

News • 17 June 2019

Heineken France has developed a way to address the particular issue that plagues all FMCG brands – the lack of a direct relationship or connection with their customers.

Nett Tampons: Boys React To Tampons

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Nett, a tampon brand, created a film to educate young girls in France on tampon safety which helped the brand increase its penetration by 2.2 pts.

Lacoste: Save Our Species

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Lacoste, the clothing company, raised awareness of endangered species and IUCN in the US when it replaced its iconic crocodile polo with other endangered animals.

Libération: Check News

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Libération, a French newspaper, raised awareness of its political fact-checker, which prioritised journalistic quality and rigour during the French election, becoming a flagship for French journalism.

Heineken France connects direct to consumers

Article • Sam Peña-Taylor, Event Reports, I-COM Data Creativity Awards, May 2019

In France, Heineken created a Facebook Messenger chatbot to bring in consumer data by rewarding with redeemable points those people that shared their bar tab or drinks photos.