Short-term Impact

Marketing that works over the short term

Short-term Impact


Ross Barnes, Admap, July/August 2015

This article argues that brands need to balance speed and consideration to make their marketing 'agile'.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Nescafe set out to halt the brand's decline since 2000 and increase its appeal to a younger generation of 20-35 year olds.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Toyota Norway gained sales for its hybrid cars by increasing the number of test drives taken.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how in Germany Daimler AG stimulated interest in an ageing model of smart car boosting sales by highlighting its shortcomings.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Fiat in Brazil, in spite of having no connections with football, registered a significant presence during the World Cup 2013.


Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2015

This case study describes how Brazilian charity GRAAC (The Support Group to Children and Adolescents with Cancer) helped increase the self-esteem of cancer victims.


Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Hasbro Deutschland GMBH promoted its toy NERF Blasters to a new demographic in Germany.


Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how Luxottica brand OPSM challenged brand leader Specsavers in Australia by encouraging mothers to have their children to have regular eye tests.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2015

This case study describes how Mars brand Snickers became front-of-mind in the crowded Australian confectionery market.

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