ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Wal-mart gets personal with shoppers
Euro online adspend up 11.5%
Category leadership vital in Indonesia
Mobile ad metrics questioned
Electronic Arts is most social brand
Indian attitudes to luxury alter
7 Day Round-Up
The Warc Blog
Brands use "real time" TV ads
NEW YORK: Brand owners such as AT&T, Visa and Procter & Gamble all turned to innovative "real time" television spots to maximise the effectiveness of their Olympic Games sponsorships.
AT&T, the telecoms giant, was able to broadcast an ad incorporating actual event footage of Rebecca Soni winning a gold medal in the 200 metre breaststroke to US viewers just after they saw the race on NBC.
As soon as the race finished, this material was couriered from NBC's outpost in London to AT&T's production company, which inserted select content into a pre-shot ad showing a girl watching Soni on a mobile phone. It was then aired later that day in the US.
"Getting the footage into the commercial makes it more real and tangible," Esther Lee, AT&T's senior vice-president of brand marketing and advertising,
told the Financial Times
. "This is not business as usual."
The rise of social media means such innovation is vital. "It is the age-old adage about what makes news. It is the things that make people think 'wow'. We have to keep doing things that surprise people," Lee said.
Visa, the financial services group, used this strategy in 2008 in a spot featuring Michael Phelps, the swimmer. As a result of his success in London, Phelps now has more medals than anyone else, a fact Visa acknowledged in an ad containing 2012 footage and "cheers" uploaded by Facebook members.
The company recently ran similar commercials moments after Kerri Walsh, Misty May-Treanor and Allyson Felix, all Visa-sponsored athletes, won their respective gold medals.
"It is certainly a complicated process, but it is well worth it because we know it is important to stand out,” Kevin Burke, Visa's chief marketing officer of core products, said.
"This real-time communication increases consumer engagement, is hyper-relevant and can help stir social conversation."
For its part, Procter & Gamble, the consumer goods manufacturer, has leveraged equivalent tactics for its "Thank you, Mom" multibrand campaign starring the mothers of US competitors in the Games.
During a break in the beach volleyball match featuring Kerri Walsh it ran an spot where the athlete praised her mom. This was followed by an ad for Pampers, which sponsors Walsh.
"What's important from a marketing standpoint is the fact that part of our jobs as brand builders is to create content that people want to share," Marc Pritchard, P&G's global brand building officer, said.
Data sourced from Financial Times, AdAge; additional content by Warc staff, 13 August 2012
P&G brands win gold at Effies
Marketers emphasise value
P&G wins Grand Ogilvy
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc