THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

1778 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

1057
Airline / service brand / 2019DEEPER STUDY · 6 MIN READ

Move Beyond

Cathay Pacific

A personal reason to travel can introduce a service story, provided the emotional promise leads to accurate practical conditions.

Connect an airline’s service purpose with individual journeys. People travel for many reasons, including obligations that are not aspirational. A personal-journey story should leave room for that variety rather than defining the ideal customer as adventurous or constantly progressing. Identify the specific motivation a scene expresses and avoid making it stand for everyone. A small service business can use the same approach by showing why a task matters to one person while preserving practical detail. Test whether viewers understand the depicted purpose and whether they feel the brand is inviting them into a possibility or judging them for choosing a quieter, different or more constrained path.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Journey purpose
1058
Consumer electronics / sports content / 2014DEEPER STUDY · 6 MIN READ

Beautiful JAPAN towards 2020

Panasonic

A recurring preparation story gives sponsorship a longer narrative while separating the sponsor’s recording role from the subject’s achievement.

Connect a technology sponsorship with regional preparation stories. A series about people working towards a goal needs more than repeated statements of ambition. Identify a different question or decision in each episode while keeping a recognisable editorial structure. Show process without turning every setback into a lesson or promising a triumphant ending. A small team can follow a manageable creative task over a short period rather than commit to years of coverage. The audience should understand what changed between episodes and what remains unresolved. This makes the work interesting even when there is no dramatic result, and reduces pressure to manufacture progress simply because the campaign needs a satisfying conclusion.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Preparation stories
1059
E-commerce / brand identity / 2019DEEPER STUDY · 6 MIN READ

Go Where Your Heart Beats

Lazada

An activity-led story can organise a marketplace assortment without implying that purchasing guarantees fulfilment or income.

Connect an e-commerce platform with personal pursuits. A large catalogue can feel abstract when it is divided only by product category. Show a concrete activity and identify the few items that play a legitimate role in it. Avoid turning the activity into an excuse to display everything the marketplace sells. A small retailer can use an original project guide to connect a limited assortment, provided it also explains what the customer may already own or can borrow. Test whether viewers understand the task and the role of each item. The useful outcome is better navigation and decision-making, not simply a larger imagined basket or a feeling that every interest needs new equipment.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Activity-led navigation
1060
Platform services / accessibility communication / 2019DEEPER STUDY · 6 MIN READ

GrabForGood / Break the Silence

Grab

An inclusion message becomes concrete through a bounded communication improvement and meaningful participant influence.

Communicate a programme through practical accessibility-related service changes. Start by identifying what information two people need to exchange and where the current format fails. Avoid assuming that a single aid meets every person’s needs. A card, text option or visual prompt may help one interaction while leaving another unresolved. Involve people with relevant experience in defining the task and reviewing alternatives, and compensate specialist input appropriately. For a small service, a narrow improvement to an ordinary question may be more useful than a broad inclusion slogan. The test should establish whether the information is understood, not whether observers find the initiative moving or admire the organisation for attempting it.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Accessible interaction
1061
Airline / cultural brand film / 2025DEEPER STUDY · 6 MIN READ

There Is an Air About India

Air India

Name-based wordplay and rhythm connect cultural scenes, while service claims must remain separate from symbolic confidence.

Connect an airline name with a cultural brand story. A phrase built from a brand name can be memorable when it explains a genuine relationship. Identify what the double meaning adds and whether an unfamiliar audience can understand it. Do not assume that a line travels equally well across languages or cultural contexts. A small business can test an original phrase in plain text before investing in music or film. Ask people what they think the organisation does and how the phrase relates to it. If the pun is remembered but the service remains unclear, add a more concrete connection rather than relying on repeated exposure to solve the confusion.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Name-based creative
1062
Corporate brand / participation programme / 2011DEEPER STUDY · 6 MIN READ

Rise / Spark the Rise

Mahindra Group

A broad corporate invitation becomes inspectable through a complete participation process rather than submission volume alone.

Translate a group-wide position into a project-support experience. A call to act should explain what someone can actually do, what they must provide and what response they can expect. Map the journey beyond submission: acknowledgement, review, feedback and any support all need owners. A small organisation should choose a scope it can sustain rather than invite an unlimited stream of ideas. Test the instructions with someone unfamiliar with the programme and ask them to describe both the opportunity and the limits. If the promise sounds larger than the available support, narrow it before launch. A brand experience is created by the whole process, including what happens to people who receive no further opportunity.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Promise into process
1063
Automotive / corporate repositioning / 2019DEEPER STUDY · 6 MIN READ

The World’s Favourite Indian

Bajaj Auto

Evidence of a changed offer can correct an outdated association when the new explanation remains consistent through evaluation.

Explain a motorcycle-oriented international repositioning. A rebrand should address a specific mismatch, not assume that every familiar association is a problem. Ask what audiences currently understand and which part of that understanding no longer describes the offer. Preserve useful continuity while introducing evidence of the change. A small company may need to explain a new capability rather than abandon its history. Test whether people can describe both what remains and what is different after seeing the communication. If the new story merely sounds more impressive without correcting the misunderstanding, the team may be changing tone rather than helping the audience make a more accurate judgement.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Repositioning
1064
Computers / 2011DEEPER STUDY · 5 MIN READ

For Those Who Do: Make the Tool’s Role Visible

Lenovo

A computing platform shifted attention from possession to activity, using people’s tasks to explain why the technology belonged in the story.

Connect computing with an understandable activity. Write down what the user is trying to accomplish in ordinary language. Identify the obstacle, the relevant product capability and the work that remains with the person. Avoid retrofitting every feature into the story simply because it appears in the specification sheet. A small team can demonstrate one useful operation with more clarity than a montage of many impressive but unexplained activities. Test whether viewers can describe the task without repeating the campaign line.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Task relevance
1065
Computers / 2011DEEPER STUDY · 6 MIN READ

In Search of Incredible: Bridge Aspiration and a Credible Product Role

ASUS

A broad promise of discovery became a collection of human stories, creating an aspiration that still needed a clear connection to the product.

Make a broad discovery promise understandable. Choose one concrete moment that illustrates the intended idea and explain why it belongs in the collection. Avoid relying entirely on elevated language or dramatic visuals. A small organisation can begin with a modest process that readers understand, then add a more unusual example if it contributes a genuinely different perspective. The example should make the promise easier to evaluate rather than make it so expansive that almost any appealing story appears to support it.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Aspiration to evidence
1066
Computers / 2012DEEPER STUDY · 6 MIN READ

Explore Beyond Limits: Use a Surprising Persona Without Inventing Capability

Acer

An unexpected interest disrupted a familiar celebrity persona, letting the computer enter as a tool within a deliberately fictional story.

Make a computing story distinctive. Some viewers will recognise the public persona immediately, while others will not. Establish enough context for both groups to follow the surprise. A small team can use an original fictional role rather than a celebrity or imitation. Test whether the reversal remains understandable when names and cultural references are removed. If the story collapses, decide whether the campaign deliberately serves a narrow audience or needs a clearer explanation of its basic situation.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Expectation reversal
1067
Business software / 2022DEEPER STUDY · 6 MIN READ

#TeamEarth: Connect a Values Message to a Bounded Next Step

Salesforce

A familiar exploration metaphor redirected attention towards responsibilities on Earth, with a website offering several routes from the message to participation.

Connect a public position with understandable participation. Give each route a plain-language description of what the person will do, what effort is involved and whether any commitment follows. A learning resource should not silently become an enrolment or donation flow. Let people understand the topic without supplying unnecessary personal information. A small organisation can begin with one useful explanation and one optional action rather than an extensive menu that is difficult to maintain or support.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Values to action
1068
Workplace software / 2017DEEPER STUDY · 6 MIN READ

Where Work Happens: Explain an Invisible Service Through Everyday Activity

Slack

Illustrated workplace activity gave an intangible collaboration service a recognisable human setting across outdoor and magazine advertising.

Explain an intangible workplace service. Begin with a recognisable task rather than an abstract noun such as collaboration or productivity. Identify the information people exchange and the result they are trying to reach. The scene does not need to portray every feature, but it should contain a credible link to the service. Test whether an unfamiliar viewer can describe the category in their own words. If they only describe the illustration, add a clearer functional cue instead of more decorative detail.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Category understanding
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