Challenger brands

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Aussie Home Loans: How Aussie reignited growth by saving people from mortgage mumbo jumbo

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Aussie, an Australian retail financial services group, refreshed its famous brand weapon We’ll Save You, and ensured support from a rebalanced short- and long-term marketing mix with ads that provided straight talk to combat category confusion.

Bendigo Bank: Four big reasons to try number five

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Bendigo Bank, an Australian financial institution, simplified the complex market into a binary battle between the bullying ‘Big 4’ and the trusted number 5.

How Heinz [Seriously] Good Mayonnaise overcame the 'difficult second stage of launch' syndrome

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Heinz, an American food company, overcame 'the difficult second stage of launch' syndrome with a campaign in the UK that used TV spots and OOH ads to challenge its competitor Hellmann's and show its new premium brand of mayonnaise.

Gordon's Gin: Legacy brand turned challenger – Doubling the size of a legacy brand by thinking like a challenger

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Gordon's, a gin brand, promoted its gin among a younger audience in the UK by rebranding its bottles and releasing an inviting set of creatives encouraging them to have a break with Gordon's.

How a return to purpose helped Confused.com reclaim its place amongst the comparison giants

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Confused.com, a price comparison website, broke category conventions with a TVC that turned confusion into clarity with a calm guide to comparisons to better-connect with UK consumers.

Rescuing Tango from a Sticky Situation

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Tango, a soft drink brand, reversed its decline in sales and became the fastest-growing brand in its category with its Sticky Solutions campaign in the UK.

Anusol, Bum's The Word: How a market leader behaved like a challenger to tackle a sore subject

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Anusol, a haemorrhoid treatment brand, launched a TVC in the UK that used images of various foods to highlight the symptoms that Anusol helps treat and to stop consumers feeling embarrassed by the condition.

Aldi 2010-2019: How taking an alternative path took Aldi from shame to pride

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Aldi, a discount supermarket chain, shifted UK public perception of the brand from shame to pride.

How Soreen used its loaf to become a millennial favourite

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Soreen, a brand of malt loaf, produced a series of OOH, TV and social ads in the UK that elongated the 'ee' in its name to position it as a snack for millennials that keeps them going.

Lexus: Find Your Unbeaten Path

Case Study • Terence Ling, WARC Prize for Asian Strategy, Gold and Customer Journey Award, 2020

Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.

Booking.com: Data-proofed social campaign

Case Study • Camille Lin, Linda Qin, Doris Xu, WARC Prize for Asian Strategy, Entrant, 2020

As a newcomer in China, Booking.com sought to build strong audience connections in what is a fiercely competitive online travel industry.

Volvo Cars: #BreatheFree – Democratizing Clean Air

Case Study • Preeti Mascarenhas, Rachit Khanna, Aditi Thakur, Deep Singh, WARC Prize for Asian Strategy, Entrant, 2020

Volvo Cars activated a location-based multimedia campaign to establish itself as an environmentally responsible auto brand in India and differentiate itself from German-made luxury automobile brands.

Asus ZenBook Pro Duo: Edge of the World – #LaptopOfTomorrow

Case Study • Saad Khan, Anushka Singh, Paavani Jain, WARC Prize for Asian Strategy, Entrant, 2020

ASUS India ran a multi-channel storytelling campaign targeting content creators to increase its market share in consumer laptops by highlighting the dual screen ZenBook Duo Pro's capabilities.

Blueair: Pollution Alert System

Case Study • Anupama Basu, WARC Prize for Asian Strategy, Entrant, 2020

Unilever created a digital mobile-first campaign based around an indoor Pollution Alert System to launch its air purifier brand, Blueair in the New Delhi market in India.

Japan Airlines: Fly Once Fly Always

Case Study • Frederick Tong, Matilda Goh, Eleni Sardi, Sheena Ong, WARC Prize for Asian Strategy, Entrant, 2020

Japan Airlines employed a digital strategy based on dynamic creative optimisation to build brand desire and relevance and persuade travellers across Southeast Asia to abandon their national carriers.

Heinz: How [seriously] good marketing turned a featherweight into a contender

Case Study • Marketing Society, The Brave Awards, Highly Commended, 2020

Heinz, a food processing company, promoted its mayonnaise in the UK by launching a series of OOH billboards that directly called out its competitor, Hellmann's.

Habito: Mortgages Made Easier

Case Study • Marketing Society, The Brave Awards, Winner, Start-Ups, 2020

Habito, a mortgage broker, increased awareness in the UK by launching OOH and TV spots that showed how it could save consumers from the hell of getting a mortgage.

Gordon's Gin: Legacy brand turned challenger

Case Study • Marketing Society, The Brave Awards, Winner, Brand Revitalisation, 2020

Gordon's, a gin brand, redesigned its bottles and launched a set of standout creatives and films to increase brand value in the UK.

Jawwy: The Ramadan campaign that didn't launch during Ramadan

Case Study • Mario Morby, WARC Prize for MENA Strategy, Bronze, 2020

Telco Jawwy drove revenue growth and brand awareness with an unconventional Ramadan campaign in Saudi Arabia.

RAKBANK: She Can Play

Case Study • Mohit Lodha, Kevin Pinto, WARC Prize for MENA Strategy, Entrant, 2020

Banking brand RAKBANK used a three-part social media strategy, She Can Play, to spark a conversation about girls playing football to build buzz and talkability and improve brand perception in the United Arab Emirates.

Almosafer: As far as we go

Case Study • Tahaab Rais, WARC Prize for MENA Strategy, Bronze, 2020

Travel platform Almosafer reversed declining market share through an emotive Ramadan film in Saudi Arabia.

Jawwy: The Fair Telco Company

Case Study • Mario Morby, WARC Prize for MENA Strategy, Gold and Local Hero Award, 2020

Mobile telecom brand Jawwy used entertaining video content to resonate with Saudi youth, and achieve positive results in terms of both short-term sales and long-term brand building.

WaterWipes: #ThisIsParenthood

Case Study • SABRE Awards, Diamond, EMEA, 2020

WaterWipes, a baby wipes brand, increased market share globally by creating a documentary-style video that showed the real and honest life of being a parent.

Inmarsat Aviation: Sky High Economics

Case Study • SABRE Awards, Gold, EMEA, 2020

Inmarsat, a mobile satellite company, promoted its brand globally by launching research with the London School of Economics which showed how much revenue in flight connectivity (IFC) can bring to airlines.

Eaton Power Quality: Ticket of Terror

Case Study • WARC Cases, 2019

IT solutions brand Eaton Power Quality got jaded IT professionals to put their trust in its products through a tongue-in-cheek online mystery game demonstrating its expertise.

The challenger’s guide to finding opportunity out of volatility

Article • Nick Geoghegan, WARC Exclusive, May 2020

Nick Geoghegan shares lessons from challenger brands on how to thrive during recessions and hardships - organisations must be a little more Netflix and a little less Blockbuster as we sail into this storm.
Asian Strategy Report: Lessons from the 2019 WARC Prize for Asian Strategy

Article • WARC Exclusive, November 2019

Examining the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the WARC Prize for Asian Strategy 2019.
Finding our X: A strategic framework for collaboration

Article • Adam Morgan, Admap Magazine, November 2019, pp. 0-0

A central strategic capability of key war strategists from Genghis Khan to Winston Churchill is the ability to form alliances and coalitions.
What direct-to-consumer challenger brands know that you don't

Article • Nick Geoghegan, WARC Webinars, June 2019

Discusses several key behaviours that allow DTC challengers to compete with the market leader and win.
Are big brands really doomed? How big brands can adapt to the threat from small insurgents

Article • David Taylor, WARC Best Practice, October 2018

Explores insights from new research into the threat to big brands of attack by small 'insurgent' brands.
How to build a challenger brand

Article • Nick Geoghegan , WARC Best Practice, July 2016

This article explores the position of a brand as challenger - a state not necessarily conferred by not-market-leader status; traditions won't do so the rules must be re-written.