Short-term Impact

Marketing that works over the short term

Short-term Impact


Calvin Chow, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how retirement solutions' provider Manulife made people in Hong Kong realise the importance of starting their retirement planning early.


Sunaina Sainath and Karishma Frank , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Procter and Gamble (P&G) revived its Old Spice men's fragrance brand in India by appealing to younger men with a message built on transitioning from boy to man.


Kawal Shoor, VR Rajesh and Pallavi Nayak, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study illustrates how Tata Sky, the TV provider, halted the decline of its premium TV recording box by changing its marketing message to better fit the culture of Indian men.


Devika Sharma, Prashant Verma, Mitul Shah and Adhideb Ghosh, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Kissan, a leading ketchup brand in India, convinced people of the quality of its ingredients with a tomato-growing competition for children.


Narmata Keswani and Madhavi Unni, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Google, the technology company, created mass awareness of the Google Search's new features and drove search volume in India.


Murtaza A. Tajbhoy , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how, Ada ('Today'), a young newspaper in Sri Lanka, promoted national reconciliation in the run up to New Year celebrations to increase its circulation.


Yudhishthir Agrawal, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Johnnie Walker, the scotch whisky brand, reversed its decline in India by appealing to younger consumers with a brand extension.


Mritunjay Kumar, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Hindustan Unilever (HUL) promoted its Lifebuoy soap brand to rural, media-dark Indians at the 'Kumb Mela' festival using a hand-hygiene message branded on rotis, an Indian flatbread.


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.

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