Storytelling

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How Viagra’s repositioning brought unexpected benefits

News • 13 October 2020

Marketers need to reflect evolving social attitudes and expectations, including a greater openness to discussing personal and emotional topics in order to form more meaningful relationships with consumers; it’s in that context that Viagra has undergo

From running shops to serving customers: The Tesco turnaround story

Case Study • IPA (UK), Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.

How Aldi re-energised an existing advertising concept to re-ignite growth

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

Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping at Aldi.

Volvo: A defiantly human success story

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

Automobile brand Volvo identified a niche audience in the UK and targeted it with a blend of branded content and idents.

Guinness Made of More 2012-2019: Consistency x creativity

Case Study • IPA (UK), Gold and Best Multi-Market, IPA Effectiveness Awards, 2020

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.

Hollyoaks: How to dispel the myth that young people don't watch TV any more

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

Hollyoaks, a British TV series produced by Channel 4, sparked discussion with storylines that connected to bigger social issues through an always-on advertising model that targeted young UK consumers.

Brighthouse Financial: Building a new marketing machine

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

Brighthouse Financial, a life insurance company, built a new marketing machine to launch its brand in the US in a slow-moving category dominated by long-standing competitors.

John Lewis: An amazing decade

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

John Lewis, a department store, created a series of Christmas ads in the UK from 2010 to 2019 to increase sales and make the brand a staple part of everyone's Christmas.

Lloyds Bank: The power of Pure Brand

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

Lloyds Bank, a banking brand, increased spontaneous awareness and incremental revenue in the UK by creating a series of TV commercials that used its black horse icon as a supportive companion.

Results & a half: How generosity paid off for Cadbury

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

Cadbury, a confectionary company, relaunched its positioning with the brand line There’s a Glass and a Half in Everyone to show that Cadbury is at the heart of people and their generosity to win back brand salience in the UK.

The Campaign Against Living Miserably: Breaking the silence – How an image, not an ad, transformed the way the UK treats male suicide

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

The Campaign Against Living Miserably (CALM), a charity, created a striking public installation in the UK to increase awareness of male suicide and suicide prevention.

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.

Building a brand fit for the biggest decision of your life: Made in the Royal Navy

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

The Royal Navy, the United Kingdom's naval warfare force, increased recruitment and reaffirmed support amongst those already serving with a five-year recruitment campaign.

How we crossed the 'T's, dotted the 'I's and put TUI at the top

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

TUI, a British leisure travel group, launched a campaign in the UK to rebrand from Thomson to TUI with OOH, digital takeovers and TVCs that demonstrated the customer centricity of a TUI holiday.

NHS England: We are the NHS

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

The National Health Service (NHS), a healthcare service, launched its nursing recruitment campaign We Are the NHS to boost the number of NHS nurses in the UK.

Fidelity Stocks & Shares ISA: How Fidelity won minds by appealing to hearts

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

Fidelity, an investment management service, increased relatability among consumers in the UK by creating an emotion-led TV campaign that followed a Fidelity family.

How uniting with a common purpose helped L’Oréal Paris UK and The Prince’s Trust unlock the value of young people’s self-worth

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

L'Oréal Paris UK, a beauty brand, and The Prince's Trust, a non-profit organisation, launched a partnership to transform the lives of almost 10,000 disadvantaged young people in the UK.

WaterAid: A partnership that has saved five million children’s lives and built a new model for fundraising

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

WaterAid, a non-governmental organisation, saved five million children’s lives and developed a new model for fundraising over its 16-year campaign in the UK.

Help for Heroes: It took a small army to wake Britain up to the plight of injured veterans

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

Help for Heroes, a British charity, increased fundraising and support for medically discharged veterans in the UK by launching a travelling installation that became available when people donated.

bwin: How we went long and bet on brand for the 2018 World Cup

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

Bwin, an online betting brand, boosted revenue and profit in Europe by going big with an emotion-driven brand-building campaign for the 2018 FIFA World Cup.

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.

L'Oréal Paris: Magic Retouch

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

L'Oréal Paris, a beauty brand, cut through the hair colour category communication codes to make Magic Retouch, a root concealer, an essential ally in women's lives across Europe.

How Viagra repositioned to reflect evolving definitions of masculinity in the UK

Article • Geoffrey Precourt, Event Reports, Advertising Week, September-October 2020

Viagra, a drug made by Pfizer to treat erectile dysfunction, wanted to shake outmoded perceptions of its brand and reach men in more emotionally resonant ways.

Why brands need a different approach to online communities

News • 17 September 2020

Emerging platforms are creating new dynamics in the way people interact with and influence each other, and consume and distribute content, consequently impacting how brands should approach online communities.

Fevikwik: Fix it or forfeit it

Case Study • Divya Agarwal, WARC Prize for Asian Strategy, Silver, 2020

Adhesive brand Fevikwik used TV, digital and social media to drive behaviour change and increase brand scores on salience, likeability, and brand appeal in India.

How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
What we know about storytelling strategies

Article • WARC Best Practice, February 2020

Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
The secrets of UK Christmas advertising success

Article • Daren Poole, Admap Magazine, December 2019, pp. 0-0

Christmas is the height of the advertising year in many Western markets.
MENA Strategy Report: Lessons from the 2019 WARC Prize for MENA Strategy

Article • WARC Exclusive, September 2019

Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy.
Five ways Generation Z will change brand storytelling

Article • Mia von Sadovszky and Jess Watts, WARC Webinars, July 2019

Mia von Sadovszky, SVP, group strategic planning director and Jess Watts, associate strategic planning director at RPA take viewers through an actionable discussion of the best ways to reach Gen Z consumers.
Strategy Toolkit: Theories of Consumer Behaviour

Article • Strategy Toolkit, Strategy Toolkit

This article discusses various approaches used by marketers to understand what consumers want.