TV Effectiveness

Using TV as a marketing channel

Decision Making


Sumant Bhattacharya , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Sensodyne, the toothpaste brand, used practising dentists to build its 'sensitivity' credentials and grow market share in India.


Kristin Tan, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how, in 2013, Singapore had a serious dengue outbreak when the number of cases reached an all-time high and epidemic status.


Tathagata Chatterjee, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Greenlam, a wooden laminates company, raised involvement in this category in India with a campaign focussed on beautiful homes.


Someshwar R. Mehra , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how McVitie's, the biscuit brand, used a health-based message in india to increase its share of mind against a dominant competitor.


Willy Wong and Starrain Yang , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Cadillac, the luxury car brand, used the launch of its ATS model to reposition itself as a more dynamic brand in China.


Shubhrojyoti Roy, Kamakshi Thareja and Pinaki Bhattacharya, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how Nokia, once the undisputed king of mobile handsets in India, was facing stiff competition.


Rujeeporn Navakul , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes a limited edition product launch by Oriental Princess, a cosmetics brand, which used a secret-leaking microsite to catch existing customer's attention and increase sales.


Sunil Shetty and Jeenal Patel , Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Amul, an Indian dairy cooperative, tackled slowing milk consumption by presenting it as a natural energy drink to appeal to young people.


Iain White and Rujeeporn Navakul, Warc Prize for Asian Strategy, Entrant, 2014

This case study explains how Oriental Princess, a Thai brand of cosmetic products, caught the attention of women by giving them a way to express more powerful emotions and go against cultural norms.

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