Short-term Impact

Marketing that works over the short term

Short-term Impact


Petia Misheva and Greta Koleva, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how, in difficult market conditions, Postbank Bulgaria created an innovative new loan category that combined a housing loan and a saving product in one new product: the Saving Mortgage Loan.


Laura Davey, Chris Caley and Jacqui Purcell, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Virgin Mobile Australia created a mobile gaming battleground in which consumers competed for prizes, to increase footfall into Virgin stores and seize the advantage from competitors.


Gloria Herrera, Humberto Polar and Victor Velez, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how the Peruvian Cancer Foundation's fundraising drive, Ponle Corazón (Put Your Heart into It), which aims to raise money for children with terminal cancer, found a new way to engage with the country and reverse a downward slide in donations.


Isabela Albero, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how car manufacturer Audi combined technology and prestige in a single idea to make the lives of potential premium-model Audi buyers easier and help the brand make an impact in a competitive market in Brazil.


Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study explains how Coca-Cola created a memorable, ownable community social responsibility platform that would empower young people in the Middle East to make a positive impact on their society beyond passive charity.


Jay Chiat Strategic Excellence Awards, Honorable Mention, 2014

This case study describes a Mother's Day campaign by American Greetings, the greetings card company, which used an online video talking about the 'hardest job in the world' to build appreciation for mothers.


Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study explains how the Brazilian government and shopping mall Villa Lobos found a new way to encourage people to donate clothes: the empty shop.


Jay Chiat Strategic Excellence Awards, Honorable Mention, 2014

This case study explains how Corona, the beer brand, broke out of its 'for the beach' branding in New York City with a billboard-focused event that adapted the brand to a nocturnal urban drinking culture.


Jay Chiat Strategic Excellence Awards, Silver, 2014

This case study explains how Ikea, the furniture store, educated people in Winnipeg, Canada about its format whilst promoting a new store opening.

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