Emotion

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Advertising having a more emotional effect on consumers – and often it’s negative

News • 28 October 2020

Advertisers have become increasingly successful at pulling on consumers’ heartstrings, but new research also reveals a rise in negative and more polarised emotional responses to ads.

How a “small-budget fallacy” is damaging marketing effectiveness for many campaigns

Article • Stephen Whiteside, Event Reports, Lions Live, October 2020

A “small-budget fallacy” is encouraging marketers with limited resources to ignore the main drivers of effectiveness when formulating their strategies.

How Viagra’s repositioning brought unexpected benefits

News • 13 October 2020

Marketers need to reflect evolving social attitudes and expectations, including a greater openness to discussing personal and emotional topics in order to form more meaningful relationships with consumers; it’s in that context that Viagra has undergo

How we crossed the 'T's, dotted the 'I's and put TUI at the top

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

TUI, a British leisure travel group, launched a campaign in the UK to rebrand from Thomson to TUI with OOH, digital takeovers and TVCs that demonstrated the customer centricity of a TUI holiday.

L'Oréal Paris: No.1 and always worth it

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a cosmetics company, launched its Because You're Worth It slogan across a decade's worth of ads in the UK to improve brand saliency among women in a period of market decline.

Volvo: A defiantly human success story

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Automobile brand Volvo identified a niche audience in the UK and targeted it with a blend of branded content and idents.

Smart Energy GB: Getting to yes – How we got more people to say “yes” to a smart meter

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Smart Energy GB, a national campaign for the smart meter rollout in the UK, created a series of TV ads featuring cartoon characters who informed consumers about why switching to a smart metre was the best option.

Brighthouse Financial: Building a new marketing machine

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Brighthouse Financial, a life insurance company, built a new marketing machine to launch its brand in the US in a slow-moving category dominated by long-standing competitors.

Cotswold Co.: A leap beyond optimisation

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Cotswold Co, a furniture company, launched a TV campaign in the UK that promoted a new line of furniture which showed its products last longer than that of competitors.

Guinness Made of More 2012-2019: Consistency x creativity

Case Study • IPA (UK), Gold and Best Multi-Market, IPA Effectiveness Awards, 2020

Guinness, an alcoholic beverage brand, increased its market share in the UK by launching a TV campaign that created a cultural connection, which reinforced its Made of More message.

The United Nations: The People's Seat

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

The United Nations (UN) launched The People's Seat campaign to shift perceptions of the UN, deliver broad awareness of climate change and inspire direct action from the global population.

From running shops to serving customers: The Tesco turnaround story

Case Study • IPA (UK), Grand Prix, IPA Effectiveness Awards, 2020

Tesco, a supermarket chain, gained back consumer trust in the UK from 2015 to 2019 with a turnaround strategy that put helpfulness at the heart of its messaging.

From instant gratification to lasting national pride: The big change that built a more lucrative love for National Trust for Scotland

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

National Trust for Scotland (NTS), a governing body of protected sites, re-positioned its brand as a Scottish charity worth supporting by releasing a series of TV, radio and OOH ads that positioned support for NTS as support for Scotland.

Unlocking the value of direct-to-fan for Formula 1

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Liberty Media, a US mass media company and owner of racing brand Formula 1 (F1), recast conventional customer relationship management (CRM) for F1 as an entertainment service and drove a significant uplift in F1 product sales.

Fidelity Stocks & Shares ISA: How Fidelity won minds by appealing to hearts

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Fidelity, an investment management service, increased relatability among consumers in the UK by creating an emotion-led TV campaign that followed a Fidelity family.

Omtanke and rethinking Volvo

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Volvo, an automotive brand, created a platform around Omtanke, a Swedish word meaning care and consideration, to attract and better-connect with luxury buyers in Australia.

How Aldi re-energised an existing advertising concept to re-ignite growth

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Aldi, the low-cost supermarket in the UK and Ireland, grew revenue by addressing the problems of a perceived lack of range and the social stigma attached with shopping at Aldi.

NHS England: We are the NHS

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

The National Health Service (NHS), a healthcare service, launched its nursing recruitment campaign We Are the NHS to boost the number of NHS nurses in the UK.

Burger King UK: Go Whopper or Go Home

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Burger King, the restaurant chain, reversed declining sales in the UK by launching a series of TV commercials, OOH ads, and in-app and in-store placements that promoted it as the home of the Whopper.

Baileys: From forgotten icon to global treat

Case Study • IPA (UK), Silver, IPA Effectiveness Awards, 2020

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.

Central Coast: Building a big billion dollar tourism brand through 'Little Adventures'

Case Study • IPA (UK), Silver and Best International, IPA Effectiveness Awards, 2020

Tourism Central Coast, a tourism operator for the Central Coast in New South Wales, increased visits to the Coast by launching a series of TVCs that used a snow dome device to show little adventures.

Audi: The value of Vorsprung durch Technik over four decades

Case Study • IPA (UK), Gold and Best Dedication to Effectiveness, IPA Effectiveness Awards, 2020

Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.

Five work famously for Great Western Railway

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Great Western Railway (GWR), a train operating company, encouraged the British public to travel by train by launching animations of Enid Blyton's The Famous Five going on a Western Railway adventure.

SickKids vs. Conventional fundraising

Case Study • IPA (UK), Silver and Best Contribution to Effectiveness through Technology, IPA Effectiveness Awards, 2020

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

Help for Heroes: It took a small army to wake Britain up to the plight of injured veterans

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Help for Heroes, a British charity, increased fundraising and support for medically discharged veterans in the UK by launching a travelling installation that became available when people donated.

What we know about using emotion

Article • WARC Best Practice, September 2020

Setting out key insights on using emotion, arguing that it helps to build a brand and business, while also giving a sense of the debate on its impact and its relationship to rational persuasion.
How do I use creativity to drive effectiveness?

Article • WARC Evidence, March 2020

Details how marketers should be using creativity to drive effectiveness by looking at studies that prove the link between the two and advising on successful creative strategy.
What we know about storytelling strategies

Article • WARC Best Practice, February 2020

Provides guidance and reading on storytelling strategies, or the fashioning of events into a meaningful, relatable story for customers to identify with and remember.
Cannes Lions 2019: Insights from the Creative Effectiveness winners

Article • WARC Exclusive, July 2019

Highlighting trends among the campaigns entered into the 2019 Cannes Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
Anatomy of effectiveness: A white paper by WARC

Article • WARC Exclusive, June 2019

Summarises current thinking about how to advertise effectively, given the current sense that advertising is not driving the growth it should be.
2018 IPA Effectiveness Awards: Insights from the winning campaigns

Article • WARC Exclusive, January 2019

Reveals the trends and lessons from the 2018 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.