Aldi, a supermarket chain, increased brand perception and sales of its fresh produce in Australia by launching a real-life intervention to show a disgruntled customer, and the rest of Australia, how much it had improved.
Coors Light, a beer brand, supported the efforts of Tom Flores, a Latino former football player for the Las Vegas Raiders, to be accepted into the Pro Football Hall of Fame – an honour he had been consistently denied despite his football achievements.
Verizon, a telco brand, collaborated with the Metropolitan Museum of Art to put on a new exhibition, The Met Unframed, to reopen the museum after the COVID-19 lockdown in the USA and to promote Verizon's 5G mobile service.
Pearson, a digital education brand, launched a campaign in India to increase the brand's reach among educators, launch B2C products for the first time and take a focused and differentiated approach given restrictions on budgets because of COVID-19.
Uber, a transport company, launched a campaign in India to encourage riders and drivers to return to the platform, focus on vaccinations to strengthen safety propositions and position the brand as a frontrunner on safe rides.
Airbnb, an online marketplace for lodging, collaborated with Bollywood's first celebrity couple to launch a campaign in India to address consumer paranoia and regain trust while re-instilling host and guest confidence.
Adidas Originals, a sneaker brand, launched a campaign in India to position their sustainability commitments, educate, influence and create advocacy through the media and sustainability influencer network, influence the youth and establish relevance and dominate the category with a high SOV.
James Hurman with Peter Field, WARC Exclusive, June 2020
This whitepaper presents the results of a major new study of creative effectiveness which has analysed and compared a total of 4,863 effectiveness award entrants and winners from 2011 through 2019, from every major market in the world.