Chrysler 'Imported from Detroit' Ad Featuring Eminem Wins Cannes Acclaim
The Detroit News | June 27, 2011
"The true honour should go to the hard-working and determined employees of Chrysler Group and the people of Detroit who served as the inspiration for this campaign and gave us the backdrop to create something truly amazing."
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TV Junk Food Ads Do Boost Kids' Appetites: Study
Reuters | June 27, 2011
"Exposure to television food commercials enhanced high television viewers' preferences for branded foods and increased reported preferences for all food items (branded and unbranded) relative to the low television viewers."
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The MFA Awards: Land Rover Case Study
AdNews | June 27, 2011
Coverage of the content partnership reached seven million households, and attracted 220,352 views of video content, with a further 81,146 views on mobiles. The sales target was exceeded by a massive 78% and Land Rover sold out of all allocated Defender 90s in the Australian market on pre-sales alone - $1 million of sales above forecast. This was all achieved on a budget of just $300,000, which generated $1 million of media value.
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Walkers: Sandwich-Cannes Creative Effectiveness Grand Prix Winner
Creativity | June 27, 2011
The content was distributed through PR, TV and internet, with the buzz inspiring not just sales of Walkers chips but also encouraging the brand's own sales force and retailers to get Walkers crisps positioned near sandwiches.
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Effie Effectiveness Index Launched
WARC | June 24, 2011
The Index, developed by Effie Worldwide and Warc, is a ranking system measuring the relative success of advertisers and agencies, based on data drawn from 40 Effie competitions held all around the world.
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To see the Index...
FBI ROI: TV Ads Help Swiftly Nab Notorious Gangster
MediaPost TVBlog | June 23, 2011
TV sales departments may have a new wealthy client: the FBI. After 16 years of chasing alleged Boston murderer James "Whitey" Bulger, the feds launched a search campaign this week, which swiftly produced a tip leading to his arrest Wednesday near Los Angeles. So, for those keeping score at home: Massive 16-year dragnet: no arrest. Short TV campaign: caught.
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Alibaba.com Used TV to Get Close to Businesses
Thinkbox | June 23, 2011
"Our objective for TV advertising was to raise widespread awareness of Alibaba and drive new users to our site. We were delighted that as a direct result of the campaign, traffic to our website increased by 200% and has remained at a higher level than it was prior to the TV advertising campaign."
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Google's Schmidt: "We Strong Believe That Advertising Has Value"
Campaign | June 22, 2011
"And so because we have the ability to measure search traffic, we actually looked at the incremental search traffic we got from this particular virgin ad, and it paid for itself...Isn't that shocking. At the end of the day we took something that was a Super Bowl ad and we turned it into a ROI phenomenon."
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The MFA Awards: Pedigree Case Study
AdNews | June 20, 2011
The Pedigree Adoption Drive successfully used dogs' personal stories to form an emotional connection between prospective adopters and abandoned dogs and 3,365 dogs were adopted within two months of the campaign launch. PAD awareness increased to 32% and more than $170,000 was raised. TNS tracking also revealed that 54% of people had a more favourable opinion of the Pedigree brand post-campaign.
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Creativity Delivers Results
WARC | June 17, 2011
Advertising campaigns boasting strong creative credentials tend to outperform more generic alternatives on a range of metrics, a study published by the IPA has found.
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Study: Using Tech To Market Effectively To Families
MediaPost Marketing Daily | June 16, 2011
Brands that are speaking effectively to TFF consumers today "link products, services and even corporate social responsibility together to showcase the brighter future Americans and the world hope to see," summed up Communispace VP, research Manila Austin.
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Coca-Cola Wins Warc Asia Strategy Prize
WARC | June 16, 2011
I Lohas, the bottled water brand owned by Coca-Cola, has won the inaugural $5,000 Warc Prize for Asian Strategy.
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Effectiveness Is Not Aligned With Engagement
MediaPost Marketing Daily | June 15, 2011
The most important factor in ad effectiveness is relevance. A product with high relevance to a given demographic will be more effective regardless of whether the audience is heavily invested in the program.
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Case Study: Using TV Star Tweets to Engage Viewers
eMarketer | June 13, 2011
By getting fans to talk about shows online, CBS builds up word-of-mouth and social recommendations - powerful forces for getting people to watch TV.
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2011 EFFIE Award Review: 'America: The Story Of Us'
MediaPost Marketing Daily | June 09, 2011
After the "America: The Story of Us" airings, Bank of America saw incredible brand perception gains, with trustworthiness up +42%, favorability up +50%, and consideration up +54%.
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Aviva Teamed Up With Rugby on TV
Thinkbox | June 08, 2011
"Our TV idents were an instrumental part of our plan and the richest media for forging an emotional relationship between the Premiership fans and Aviva."
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Old Spice Takes Grand Effie
WARC | June 08, 2011
Old Spice, Procter & Gamble's personal care brand, won the Grand Effie at the 2011 North America Effie Awards for "The Man You Man Could Smell Like" campaign.
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Local Marketing, Social Media Make 'Voice' Sing
MediaPost Daily News | June 08, 2011
Gannett Broadcasting has done a number of marketing promotions around the show to push viewers to NBC - all of which has given most of Gannett's six NBC-affiliated stations in the top 25 markets either first or second place in the time period when the show airs.
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Freshpet Launches Major TV Campaign
MediaPost Marketing Daily | June 01, 2011
The decision to invest the lion's share of its 2011 media/marketing budget in the TV campaign came about through Freshpet's testing of various media in key markets, including television (using in-house-produced creative), in 2009. "We saw 30% sales lifts - I mean sustained lifts - with the television, so the power of that medium for our strategy was clear, and we moved to a small national cable campaign in 2010."
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Integrated Channel Planning: Effective Integration
WARC | June 01, 2011
New analysis of the IPA Databank of case studies in effectiveness reveals that it is the number of marketing channels and their usage, not their integration around a core advertising idea, that delivers hard business success.
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The Death of the Global Campaign: Insights From the Warc Prize for Asian Strategy Shortlist
WARC | June 01, 2011
What shines out from these 25 high-flying case studies is the enormous value of the local insights that in many cases drove the success of the campaigns. What is clear is that the future of global marketing is local marketing: the campaigns that increasingly work hardest are the ones that drive the most buzz and sharing - and these are almost without exception very local.
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