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How brand purpose guided Grab though the pandemic

News • 22 October 2020

That brand purpose needs to be more than just words has become increasingly clear during the pandemic, as Singapore’s Grab has found across its interactions with consumers.

Guiding principles: Why marketers need to anchor actions in brand purpose

Article • Low Lai Chow, Event Reports, All That Matters, September 2020

At All That Matters, Dole’s Rupen Desai and Grab’s Cheryl Goh outline the role of brand purpose as a guiding principle in the larger business imperative.

Five work famously for Great Western Railway

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

Great Western Railway (GWR), a train operating company, encouraged the British public to travel by train by launching animations of Enid Blyton's The Famous Five going on a Western Railway adventure.

Translink Glider: Transforming Belfast

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

Translink, Northern Ireland's public transport provider, promoted its new Glider transport service in the city of Belfast by creating a Hollywood-style trailer to show consumers it was not just a bendy bus.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Silver, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Grab: Amy Search, Grab Got

Case Study • Pamela Chia, Nadiah Nazri, Sulin Lau, Hassan Alsagoff, WARC Prize for Asian Strategy, Entrant, 2020

Mobile technology company Grab launched a video-based campaign in Malaysia to boost sales by helping consumers adjust to their first Ramadan in the new normal.

ICYMI

News • 09 August 2020

Five things you might have missed from last week, including TikTok, Vivo, Beyond Meat and Uber.

Joining the dots between brand and performance

Opinion • Carla Funk, July 2020

Ogilvy Germany’s Carla Funk shows how German Rail’s Gold-winning No Need To Fly campaign bypasses the data-versus-creativity conundrum.

Careem: Start Something

Case Study • Rifaat Fakih, Remie Abdo, WARC Prize for MENA Strategy, Entrant, 2020

Ride-hailing service Careem took to social media to establish a unique brand positioning in the MENA region following its takeover by Uber.

LNER: #TrackRecord

Case Study • SABRE Awards, Gold, EMEA, 2020

LNER, an East Coast rail brand, increased awareness in the UK by creating an audio journey captured on video that celebrated the rich diversity of accents and regional dialect on its line.

JSC 'Ukrainian railways': Ukraine WOW

Case Study • SABRE Awards, Gold, EMEA, 2020

Ukrainian Railways, a rail transport company, created an exhibition in a disused luggage compartment in a train station to celebrate Railway Worker Day and promote travelling to and across the Ukraine by train.

Bolt: An enabler of progress

Case Study • SABRE Awards, Gold, Africa, 2020

Bolt, a ride-hailing brand, partnered with Harambee, an organisation focused on solving youth unemployment, to create a campaign that pushed rider and driver sign-ups by supporting youth unemployment in South Africa.

King County Metro: Just One Trip

Case Study • SABRE Awards, Gold, North America, 2020

King County Metro, the metro system for King County in Washington, discouraged solo driving trips in the county by using modelling software to target people most likely to change transport methods with mobile ads, events and mailings.

Own it, Explain it, Solve it: What Swiss rail teaches us about exceptional customer service

Opinion • John Sills, May 2020

A delayed train in Switzerland, and the response of staff, show how an understanding of a customer’s emotions is as important as delivering on the promised function.

US, Rail, coach, boat & car rental Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the rail, coach, boat & car rental sector in the United States since 2007.

German Rail: No Need to Fly – Around the World in Germany

Case Study • Isabelle Schnellbuegel, Carla Funk, WARC Awards, Gold, Effective Social Strategy, 2020

Rail operator German Rail created a data-driven social media campaign based on CO2 consumption to publicise its summer promotional tickets and domestic travel in Germany.

GlobalWebIndex Coronavirus Research, Series Two: Travel & Commuting

Research Paper • GlobalWebIndex (GWI), Research on WARC, March 2020

Details data collected by GlobalWebIndex between March 13-16th in the US and UK, dedicated to the travel and transportation industries in the coronavirus outbreak.

Uber: Uber Legends

Rankings • WARC Effective 100, 2020

Uber championed its top users with Uber Legends, an evocative campaign that tells the real stories of real journeys, to engage users and increase brand love.

Uber: Distracted Goalkeeper

Rankings • WARC Media 100, 2020

Uber, the global leader in ride-hailing services, created a PR stunt to stop Brazilian people texting and driving.

Deutsche Bahn: No need to fly – around the world in Germany

Rankings • WARC Media 100, 2020

Deutsche Bahn, a railway company, targeted social media users who were thinking of travelling to various locations and showed them similar-looking locations in Germany to encourage visits by train.

Deutsche Bahn: No need to fly – around the world in Germany

Rankings • WARC Creative 100, 2020

Deutsche Bahn, a railway company, targeted social media users who were thinking of travelling to various locations and showed them similar-looking locations in Germany to encourage visits by train.

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.

Get Your Time Back: How DSB kept commuters loyal during extensive trackwork

Case Study • ANA, Gold, ANA International ECHO Awards, 2020

DSB, the national Danish state-owned train operator, increased awareness of its upcoming trackwork and encouraged people to still use its network's replacement buses by creating an app that both noted the benefits and acknowledged the inconvenience.

Uber ZigZag

Case Study • ANA, Bronze, ANA International ECHO Awards, 2020

Uber, a ride-hailing company, created an illusion of a crooked halfway line at a La Liga game in Spain to show football fans the dangers of drink driving.

Uber: Distracted Goalkeeper

Rankings • WARC Creative 100, 2020

Uber, the global leader in ride-hailing services, created a PR stunt to stop Brazilian people texting and driving.

Planning for the future of travel after COVID-19

Article • Will Grundy, WARC Exclusive, May 2020

Travel brands have been among the hardest hit by COVID-19, but can take action now to stay top of mind post-lockdown.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
What Delta Air Lines’ response to COVID-19 can teach other brands

Article • Stephen Whiteside, WARC Exclusive, March 2020

Delta Air Lines, the air carrier, is in a category that has been profoundly impacted by COVID-19, and thus offers valuable advice for other brands as it seeks to respond to the pandemic.
The future 100

Article • Research on WARC, January 2020

The reign of Big Tech is coming to an end and as we look at the year ahead, 2020 will see irresponsible companies and figureheads being held accountable for wider social and environmental issues.
World market for luxury goods

Article • Euromonitor Strategy Briefings, June 2019

A regional overview of the world market for luxury goods with key trends shaping luxury goods and an analysis of leading companies and brands in the segment.
The Future 100: Trends and change to watch in 2019

Article • J Walter Thompson Intelligence, Research on WARC, December, 2018

This yearly report by J Walter Thompson Intelligence details 100 emerging trends across 10 sectors – including culture, beauty, and food and drink – that will shape the world of marketing in 2019.