Long-Term Impact

Marketing that works over the long term

Long-Term Impact


Jeff Lush, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study explains how Aviva, the British insurance company, used a humorous approach featuring a well-known character comedian to offset the price-focused approach of price-comparison websites.


David Edwards and Ollie Gilmore, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study explains how Mercedes, the car manufacturer, changed its image as staid and conservative to become the fastest-growing car brand in the UK prestige sector.


Rachel Walker, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Sensodyne Pronamel, the toothpaste variant, was launched to tackle the emerging dental problem of acid wear on teeth in the UK and US.


Toby Harrison, Les Binet and Sarah Carter, Institute of Practitioners in Advertising, Gold and Grand Prix, IPA Effectiveness Awards, 2014

This case study demonstrates how Foster's, the Australian lager brand, revitalised its brand in the UK by reassessing men's attitudes towards social drinking and regained its market leader position.


Amelia Redding, Fiona Keyte, Matt Gladstone and Lucy Jameson, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study demonstrates how Fairy, the washing up liquid brand, built on its iconic status to increase its market share in the UK.


Jeremy Poole, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study explains how Premier Inn, the budget hotel chain in the UK, built its brand to expand its business despite a stagnant market.


David Edwards, Warc Prize for Social Strategy, Gold and Special Award for Channel Strategy, 2014

This case study describes how Mercedes-Benz monetised social engagement when real and virtual worlds converged in 'YouDrive'; the world's first interactive driving experience conducted through a television commercial in the UK.


Cannes Creative Lions, Creative Effectiveness Lions, 2013
This campaign for Cancer Research UK, a charity, aimed to change minds about the need for plain cigarette packaging - reducing tobacco branding in order to reduce product appeal. The main aim was to gain 55,000 signatures for a petition lobbying the government for the change.

Cannes Creative Lions, Creative Effectiveness Lions, 2013
Mercedes-Benz used this campaign to address the widely held perception in the UK that its cars were for an older clientele, a reward at the end of a career, and to encourage 25-49 year olds to reappraise the marque. It used interactive storytelling to provide a stimulating experience of the car, with a TV commercial introducing a character trapped in a futuristic digital world.

WARC RECOMMENDS


ARTICLE FOCUS

Long-term planning: Taking the long view

How to measure long-term return on marketing investment


ARTICLE FOCUS

The price of continuity in a short-term world

Long-term strategies that are still paying back


CASE STUDY

Hunt's Tomatoes: Hunt's Crash Kitchen Tour

How an FMCG brand gained volume share year after year


CASE STUDY

UK Department for Transport: Road Safety

How 30 years of drink drive ads saved almost 2,000 lives


ADMAP

Perpetual Marketing

Developing campaigns for the 24/7 Live Age


WEBINAR

The long and short of it

Binet and Field on how campaigns work over time