TV Effectiveness

Using TV as a marketing channel

Decision Making


Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Coca-Cola Middle East created a new music platform, Coke Studio, to attract young people to the brand.


Bijal Pathak, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how pharmaceutical brand Lifescan created a new diabetes management system and complete education curriculum for diabetics and their caregivers in Kingdom of Saudi Arabia (KSA) to increase sales of its products.


Linda Carlos, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Mercedes-Benz created a TV ad in the UK that used social interaction to drive the broadcast in real-time.


Saji Abraham, Varsha Chawda and Jane Dorsett, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Lifebuoy, the soap brand owned by Unilever, created a campaign in India to save children's lives through raising awareness of the need for handwashing with soap.


Linda Carlos, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Mercedes-Benz crowdsourced sound for a TV ad for its E-class car, following research that the found the sound of its engine had an emotional impact on drivers.


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.


Jay Chiat Strategic Excellence Awards, Gold, Best Brief and Best Business Transformation, 2014

This case study explains how PBS, the public and government funded US broadcaster, promoted Channel THIRTEEN, its New York City-based affiliate, to people aged 25-45, highlighting its quality mission by promoting several fake reality TV show concepts.


Jay Chiat Strategic Excellence Awards, Silver, 2014

This case study explains how Cheerios, the cereal brand, created an emotional ad with a somewhat controversial theme to rebuild its connection with families in the US.


Terence Ling, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how AIA, one of Asia's best-known insurers, tackled its problem of high awareness but low consideration by rebranding across Asia with an optimistic but realistic message that people could relate to.

WARC RECOMMENDS


RECOMMENDED CASES

Television

Warc's pick of the most effective case studies


ARTICLE FOCUS

TVC lengths

The ARF on choosing the right spot length


WARC BRIEFING

TV effectiveness

History, key theories and trends


RESEARCH PAPER

Empirical Evidence of TV Advertising Effectiveness

Why TV is the best branding medium there is


CASE STUDY

John Lewis: Making the nation cry… and buy

IPA Grand Prix winner uses emotional TV advertising