TV Effectiveness

Using TV as a marketing channel

Decision Making


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

This case describes how Argeta, a food manufacturer of paté, used a jury of mothers to improve trustworthiness and reposition the brand as more high-end in Bosnia & Herzegovina, Croatia, Serbia and Slovenia.


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

The case study describes how Febreze improved market share, in a stagnant market, for its car air freshener brand in France and Germany.


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

This case study describes how Vodafone, the mobile network provider, launched a new phone tariff in Europe to increase its revenue per user by talking about the emotional connection people have with their phone.


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

This case study describes how Audi, the car manufacturer, promoted its Audi A3 Sportback car model by targeting young males (25-39 years) through different messages in different channels to increase sales in France, Italy and Germany.


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

This case study describes how Kia, a car manufacturer, promoted its Caren model by targeting a 'progressive modern mainstream mindset' in family car purchase in the UK.


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

This case study describes how Lexus, the car manufacturer, promoted its Lexus IS to buyers of premium cars aged up to 65 across Europe.


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

This case study describes how Nivea, the body care brand, promoted its in-shower body lotion to women aged 30-45 in France, Germany, Italy and Turkey.


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

This case study describes how Unilever promoted its Persil (UK) and Skip (France) laundry detergent brands through a successful TV campaign, increasing sales of both.


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

describes how Fairy, a washing up liquid brand, increased value, price premium and sales in Spain and the UK.

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