Short-term Impact

Marketing that works over the short term

Short-term Impact


European Association of Communications Agencies, Bronze, Euro Effies, 2014

The case study describes how Ford, a car manufacturer, promoted its new EcoSport model across Europe by focussing on its 'Applink' technology which allows drivers to sync their smartphone apps with the car.


European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Hornbach Baumarkt, the German Hammer manufacturer, launched a limited addition 'must have' product that created such high demand that all the hammers sold out in three days in Germany and Austria.


European Association of Communications Agencies, Bronze, Euro Effies, 2014

This case study describes how Mercedes-Benz launched its body control system using humour to convey the benefits of technology, targeting younger people across Europe.


J.Scott, The Communications Council, Bronze, Australian Effie Awards, 2014

This case study explains how 20th Century Fox promoted its movie 'The Book Thief' in Australia with a targeted approach, breaking away from the more common mass marketing in this category.


Michael Hyde, The Communications Council, Silver, Australian Effie Awards, 2014

This case study explains how Defence Force Recruiting, the Australian Defence Force (ADF) recruitment organisation, encouraged women aged 16-30 to join the air force by facilitating conversations between serving women and people who were interested in enlisting.


Mark Sareff, Pippa Kulmar, Adam Beaupeurt and Sarah Faraday, The Communications Council, Silver, Australian Effie Awards, 2014

This case study explains how KFC, the fast food chain, created a mobile app to boost afternoon snacking sales in Australia.


Joseph Smeaton, The Communications Council, Silver, Australian Effie Awards, 2014

This Australian case study describes how OPSM, the eyecare company, responded to the growth of a competitor by accessing a stream of un-tapped customers with a mobile app.


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

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


Daren Poole, WPP Atticus Awards, Merit, Advertising, 2013

This article sets out the case for evaluating advertising based on long-term effects and suggests appropriate methods.

WARC RECOMMENDS


WARC BRIEFING

Short-term impact

Marketing theories and key trends


ARTICLE FOCUS

How to carry out fast marketing

Telling consumers why they should buy right now


CASE STUDY

McDonald's: Getting Britain lovin' it once again

Making a quick impact – five years in a row


ARTICLE FOCUS

Advertising works... in the short term

Responding to shareholder pressure to get results


CASE STUDY

2010 United States Census

Using real-time tracking to reshape campaign strategy


WEBINAR

The long and short of it

Binet and Field on how campaigns work over time