Long-Term Impact

Marketing that works over the long term

Long-Term Impact

MMA Smarties, Silver, MMA Smarties, 2014

This case study describes a campaign by Toyota in the US, which saw it reimagine online car shopping and encourage first-time car buyers to consider its new Corolla model.

Martin Weigel, Admap, October 2014

This article explores how brand building has changed with the digital age, arguing that many of the fundamental principles remain constant, but how companies deliver on them is rapidly and continually changing.

James Devon, Simon James, Lucas Brown and Gavin Hilton, Admap, October 2014

This article, by the IPA Value of Creativity Group, offers a perspective on how the measurement of marketing activities in demonstrating effectiveness will develop in a complex digital world.

Kaiyu Li, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Mizone, a soft drinks brand, reinvigorated itself in China by targeting young people with an 'antidote to stress' message.

Hristos Varouhas and Nitsa Lotus, The Communications Council, Gold, Australian Effie Awards, 2014

This case study describes how RaboDirect, the bank, used a provocative advertising campaign in Australia to achieve growth well out-pacing that of competitors.

Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2014

This event report explains the results of a study conducted by CBS, The Kellogg Co.

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
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.

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.



Long-term planning: Taking the long view

How to measure long-term return on marketing investment


The price of continuity in a short-term world

Long-term strategies that are still paying back


Hunt's Tomatoes: Hunt's Crash Kitchen Tour

How an FMCG brand gained volume share year after year


UK Department for Transport: Road Safety

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


Perpetual Marketing

Developing campaigns for the 24/7 Live Age


The long and short of it

Binet and Field on how campaigns work over time