TV | WARC

Case Study • Duke Borgerding, Melissa Schoenke and Charlie LeCrone, WARC Media Awards, Entrant, Best Use of Data, 2017

Miracle-Ear, an American hearing aid company, targeted prospects developing consistent messaging across media tactics.

Case Study • Direct Marketing Association - UK, Bronze, 2017

Guide Dogs, a British charity, took a new approach to its ads by taking the form of poetry and focusing on the people who are able to live their lives because of guide dogs rather than on the dogs themselves.

Surf School of Shine

Case Study • MMA Smarties, Bronze, South Africa, 2017

Surf, a detergent brand, launched a campaign called Surfshine offering career advice for South African women to increase brand loyalty and sales.

Does programmatic TV work?

Opinion • David Cloudsdale, August 2017

It’s hard to believe it was only 20 years ago since the UK launched its fifth TV channel with a little help from the Spice Girls.

What Facebook’s video app means

Opinion • Dan Calladine, February 2017

The news that Facebook is developing an app that will let its users easily watch video from the site on their smart TVs should not come as much of a surprise.

Super Bowl spending to hit new high

News • 11 January 2017

NEW YORK: Advertising expenditure at this year's Super Bowl is expected to top the total spend during the whole of the 1960s, '70s and '80s, according to a new analysis by Advertising Age.

Thinkbox: Uncovering TV's hidden effects - 'TV Response: new rules, new roles'

Research Paper • MRS Awards, Finalist, Advertising & Media Research, 2016

This article details research by Thinkbox, a body that represents TV as an advertising medium in the UK, and the media agency MediaCom into consumer responses to TV advertising, particularly investigating how communication works in the minutes, days, weeks and years post exposure.

Opel: The 'red button' to your Opel dealer

Case Study • Meike Erlebach, WARC Media Awards, Effective Use of Tech, 2016

This case study describes how German car manufacturer Opel, used red button technology for the first time to launch its Corsa model.

Foxtel: Brace yourself for Foxtel's most epically successful campaign ever

Case Study • Rob Harding-Smith, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2016

This case study describes how Foxtel, Australia's leading pay television company, reduced the price of its starter pack to kickstart growth.

The pride of Yorkshire: how Plusnet's adverts transformed its fortunes, against ever-increasing odds

Case Study • Emma Lodge, Matt Sadler, Alex Steer, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2016

This case study shows how Plusnet, a broadband service provider, used a brand building campaign to set itself apart in a cut-throat, competitive UK market.

Genesis Energy: Bill Holiday

Case Study • Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2016

This case study describes how Genesis Energy, an energy company in New Zealand, won over new customers by giving them a holiday from paying their first bill.

Switched On: Moving Bord Gáis Energy from state sector monolith to private sector powerhouse in eight short years

Case Study • Institute of Advertising Practitioners in Ireland, Bronze, ADFX Awards, 2016

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

GE: How many infomercials does it take to change a light bulb?

Case Study • Effie Worldwide, Bronze, North America Effies, 2016

This case study details how GE, the US electrical industry conglomerate, used a fictional celebrity to advertise its Link connected LED light bulb.

DIRECTV: Lowe versus Lowe

Case Study • Effie Worldwide, Bronze, North America Effies, 2016

This case study details a campaign from DIRECTV, a US satellite TV provider, that brought to life their superiority over the competition in a funny, human articulation of a cable customer.

DRTV planning: reboot your strategy

Article • Jane Christian, Admap, May 2016, pp. 17-19

This article argues that direct response TV (DRTV) advertisers should consider moving more of their budgets to later – peak time – dayparts to take advantage of modern consumer TV habits.

How to use DRTV for customer acquisition

Article • Andrew Lazenby, WARC Exclusive, A Practitioner's Guide to Customer Acquisition, January 2016

This article explains how to use DRTV in customer acquisition.

Royal British Legion: Leaving no soldier behind

Case Study • Hayley Sivner, Account Planning Group - (UK), Longlisted, Creative Strategy Awards 2015

This case study shows how the Royal British Legion, a UK armed forces charity, successfully brought the First World War out of the history books and onto a digital platform.

PBA Facts - Actor

Case Study • Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2015

This case study describes how Avanir Pharmaceuticals in the US, created a television campaign to raise awareness of neurological condition PBA and generate leads for its drugs.

Fit2Me. My plan. My Way.

Case Study • Direct Marketing Association - US, Gold, DMA International ECHO Awards, 2015

This case study demonstrates how AstraZeneca, the pharmaceutical company, created awareness of its diabetes treatment portfolio in the US by helping patients develop custom-fit plans to manage their illness.

B92 Fund: One photo a day in the worst year of my life

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how domestic violence in Serbia was brought out of the shadows and into the public eye by the B92 Fund.

Arwa: Price of water

Case Study • Case Studies on WARC, 2015

This case study describes how Arwa, the bottled water brand in UAE, created Twitter Tap to get people to re-evaluate the value of water and bring clean water to Syrian refugee camps.

TV strategy: Make a direct connection

Article • David Beale, Admap, December 2014, pp. 29-31

This article argues that the direct response TV (DRTV) model is becoming obsolete and should be replaced by connected response TV (CRTV).

Access Health CT: Change is here

Case Study • Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2014

This case study explains how Access Health CT launched its health insurance marketplace in America, generating sales over target despite public concern around the new healthcare legislation.

Quest Diagnostics: Faces of Celiac

Case Study • Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2014

This case study explains how Quest Diagnostics, a healthcare testing company, increased awareness and sales of its coaliac disease diagnosis product.

The Salvation Army: The awakening of a heritage brand and invigoration of an unfashionable medium

Case Study • Mike Colling and Helen Weavers, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study explains how The Salvation Army, the international Christian charity, grew the number of donors and total donations in the UK during five years of recession.