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Uber: Four sides of agility

Article • Sam Peña-Taylor, Event Reports, Festival of Marketing, October 2020

Global mobility company Uber is the enfant terrible of transport, known for a killer product and ruthless agility – the lessons it provides now as a large company are invaluable.

Grab: Delivering Bazar Ramadan to every Malaysian home

Case Study • Li Ping Ko, Pamela Chia, WARC Media Awards, Silver, Effective Use of Tech, 2020

Malaysia food delivery app Grab created e-bazaars for Ramadan to replicate traditional street food fairs, giving customers access to a range of foods, vendors an income, and growing app usage, sales and brand metrics.

Entur: Data-driven media strategy for increased use of public transport

Case Study • Inge Hofstad Kjeilen, WARC Media Awards, Silver, Best Use of Data, 2020

Governmental organisation Entur drew on a combination of data insights to increase use of public transport, and make travel in Norway easier and more environmentally friendly.

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Media Awards, Silver, Best Use of Data, 2020

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

Why continue sharing: Determinants of behavior in ridesharing services

Research Paper • Rocío Arteaga-Sánchez, Maria Belda-Ruiz, Alejandro Ros-Galvez, and Alfonso Rosa-Garcia, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 725-742

The sharing economy is revolutionizing the way consumers use goods and services. The aim of this study is to understand consumer motivations to be satisfied and to continue using ridesharing services.

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, Shortlisted, 2020

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

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.

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.

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.

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 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.

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.

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.

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.

How does effectiveness vary by media channel?

Article • WARC Evidence, October 2018

Looks at how different channels deliver different outcomes and advises on the optimal roles of different channels, as well as the dominant medium for reach, impact and scalability.
Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.
What we know about TV and video ad length

Article • WARC Best Practice, August 2020

Provides marketers with information and guidance about determining the optimal TV ad length.
Why premium media drives impact of video ads

Article • Low Lai Chow , Event Reports, Video Marketing Strategies, November 2018

Hosting video advertising on premium media sites can make a difference in boosting consumer trust and effectiveness.
What we know about marketing on Facebook

Article • WARC Best Practice, November 2020

Explores the current reading on the topic of marketing on Facebook – the best used social network in the world, reaching over two billion users every month.
Media in focus: Marketing effectiveness in the digital era

Article • Les Binet and Peter Field, Institute of Practitioners in Advertising, October 2018

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.