TV campaigns transform the fortunes of a brand. But getting started on TV can seem daunting if your brand has never advertised on TV before. New to TV? A guide to successful TV advertising was held on Wednesday 22 February at the Soho Hotel, London from 9.30am to 1pm
This film tells the story of Cadbury’s IPA Effectiveness Award winning campaign, “The Joy of Content”, from how the idea came about and how it was sold into the business to the effect it had on the British public and on the company’s bottom line. By 2007 Cadbury Dairy Milk (CDM) was running out of steam; facing flat-lining sales, losing relevance to younger generations and with an advertising model that felt tired. The solution was to create Glass and a Half Full Productions, a content-led campaign including ‘Gorilla’, ‘Eyebrows’ and ‘Trucks’. The new direction moved CDM from being a manufacturer of chocolate to a producer of joy. It also created a debate around whether creating ‘joyful’ content rather than ‘persuasive’ advertising featuring chocolate actually works or not. The whole campaign delivered a master brand payback 171% greater than previous campaigns, with ‘Gorilla’ alone delivering an ROI of £4.88 for every £1 spent.
The IPA Effectiveness Awards are recognised by agencies and clients as Adland's most rigorous award scheme because entrants have to prove their communications strategies have worked in hard business terms. Here are some of the winning ads.
At this event we explored all things TV and mobile, from the different ways people can watch TV on mobile devices to how viewers are using broadcast TV with mobile, to chat, play, control - and even respond directly to TV ads.