Long-Term Impact

Marketing that works over the long term

Long-Term Impact

Leslie Wood, Dave Poltrack and Jeff Doud, Warc Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

The case study describes how Kellogg's and four other brands studied how advertisers can understand the long-term effect of advertising to create long-term sales and brand equity.

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.

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.

Cannes Creative Lions, Creative Effectiveness Lions, 2013
This follow-up to the award-winning "Inspired by Iceland" campaign sought to attract tourists to Iceland during the nation's winter off-season. The resulting campaign, driven by PR, local events, a digital platform and social media, made every winter visitor in 2011 an "Honorary Islander".

Institute of Advertising Practitioners in Ireland, Silver, AdFx Awards, 2012
Although Heineken held the largest share of the Irish Republic's lager market, it was in a declining category and the brand faced challenges due to increased competition and a severe economic recession. In order to maintain its share, it aimed to expand the brand's appeal beyond its core loyal 24 to 34-year-old audience and engage 18 to 24-year-old men.

Adam Glasner, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2012
Prior to 2008, PepsiCo's Walkers snack brand had enjoyed strong return on its marketing investment in the UK, reflecting the popularity of its advertising. In order to achieve even better sales and ROI, the brand developed a communications model that aimed to achieve higher levels of consumer engagement, and spark greater buzz and excitement.

Jamie Inman and Zoe Crowther, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2012
Yorkshire Tea wanted to become the number two brand in the UK tea market, for which it used an experiential, consumer-driven campaign featuring 'little urn', a van painted in the style of the brand's iconic packaging that took to the road to generate buzz and awareness. Led by Facebook fans, the van travelled from Britain to America, taking a 'proper brew' to people who need it most.



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