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Research from the IAB and GfK NOP has found that in a Lucozade campaign using TV and online, 32% of those who saw the campaign online did not see the TV ad.
The cross-media launch campaign for Starbucks Via saw online activity reach consumers at one-third the cost of outdoor and one-fifth the cost of press, according to new research from the IAB and GfK NOP.
It's not often a brand will put an obstacle between its product and customers, but that's exactly what Coca-Cola did when it placed fully stocked 3.5m tall vending machines with unreachable coin slots across Latin America on world Friendship Day.
CASE STUDY - A recent online campaign for L'Oreal's Elnett hairspray saw click through rates increase an additional 47% once contextual targeting technology was added to the campaign.
CASE STUDY - LateRooms.com debut use of TV to give it an awareness boost led to a 70% increase in bookings.
CASE STUDY - In January 2009 the Department of Health launched Change4Life with the aim of reducing obesity.
CASE STUDY - 118 24 7: Awareness of the generic 118 number was high among consumers but there was a necessity to 'punch through' with the 24 7 part.
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