TV Effectiveness

Using TV as a marketing channel

Decision Making


ARF Ogilvy Awards, Gold, Government & nonprofit, 2015

This case study describes a campaign by The Shelter Pet Project, a public service ad campaign, which increased the number of pets adopted from animal shelters in the US.


ARF Ogilvy Awards, Gold, Automotive, 2015

This case study explains how Toyota, the car manufacturer, changed its sales event advertising in the US to give the brand a more human face, For two year's Toyota's national sales event advertising was declining in effectiveness, and it needed to change that.


ARF Ogilvy Awards, Gold, Health & personal care and Gold, Pharmaceutical, 2015

This case study explains how Emergen-C, a dietary supplement brand owned by pharmaceuticals company Pfizer, took a new approach to the category to increase sales and market share.


ARF Ogilvy Awards, Silver, Pharmaceutical, 2015

This case study describes the launch of XELJANZ in the US, a new drug by pharmaceutical company Pfizer, with a campaign that showed the brand truly understood the lives and difficulties of sufferers of rheumatoid arthritis (RA).


ARF Ogilvy Awards, Silver, Health & personal care, 2015

This case study describes a Father's Day campaign in the US by Dove Men+Care, the personal care brand, which celebrated modern day dads and caring moments.


Case Study

ESPN: Who's in?
ARF Ogilvy Awards, Gold, Entertainment & sports, 2015

This case study explains how American cable channel ESPN promoted the new playoff finals for College Football, by explaining the format and building excitement.


ARF Ogilvy Awards, Gold, Alcohol & beverages, 2015

This case study explains how Keurig, the coffee maker brand, used a stunt to associate itself with gift-giving and get people talking about its brand in the US.


ARF Ogilvy Awards, Gold, Food & grocery, 2015

This case study explains how Knorr Sides, a food brand, took a new approach to adveritisng in the US to reverse brand decline and icnrease sales.


ARF Ogilvy Awards, Silver, Retail & ecommerce, 2015

This case study explains how Ritani, a high-end jewellery brand in the US, used research to understand and improve its advertising effectiveness in the long purchase cycle of engagement rings.

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