This campaign, from the 2006 IPA Effectiveness Awards, shows that by understanding how consumers interact with the medium of television, an advertiser can generate significantly more ROI for significantly less investment. Using the power of TV entertainment, Daz delivered a holistic media strategy with a remit to entertain rather than to inform by creating their own soap opera, 'Cleaner Close'. The strategy resulted in greater brand cut-through, higher advertising involvement, improved brand image ratings and significant brand switching, resulting in higher value share and an increase of its ROI from £1.21 in 2001-2 to £2.19 in 2004-5, with long-term ROI predicted to be at least £3.29 and as much as £5.00.

A gold award winning campaign from 2007 IPA Effectiveness Awards based on rewarding existing customers and emphasizing customer service. The campaign reversed a rising trend in disconnections and attracted new customers. By the end of 2005, O2 overtook Orange to have the largest UK user base. Econometric modelling suggests a medium-term payback on investment of up to 80:1. In this short film, the people behind the campaign explain how they did it.

'The return of the train' was the highly successful result of an involvement-based strategy aimed at combating the emotional pull of the car and the plane. Some brilliant 'golden era' of rail travel ads supported by rational support in announcement orientated media helped drive West Coast revenues up 32% year on year. Over the course of the campaign, the advertising delivered an ROI of £4.20. You can watch a film of how they did it, here.

This case study on film, from the 2007 IPA Effectiveness Awards, tells how Magners has become the No. 1 selling packaged, long, alcoholic drink in the UK on-trade and rejuvenated the cider category. Using a high-impact and engaging communications strategy the advertising, founded on a regional 'colonise and conquer' basis, the advertising delivered an ROI of up to £26.93 by the end of 2006.

This mini-documentary from the 2007 IPA effectiveness awards explores how BDH\TBWA stimulated the growth of Original Source without diluting its values, nor the strength of the relationship it had with its consumers. They achieved this via a bold, disruptive creative idea, exposed in an unconventional manner via a conventional medium - television. The TV advertising generated incremental retail sales of £657k by December 2006, with the eventual total impact of advertising reaching £1.6m over three years.

Case study on film. This campaign demonstrates the power of a creative idea to re-engineer a brand's destiny, turning the fundamental premise of the brand's diet heritage upside down. By generating consumer reappraisal, Minis grew into a £9m business with over 25% market share, bringing over two million new consumers back in to the Ryvita brand. They also picked up an award from the 2007 IPA Effectiveness Awards.

This case study on film demonstrates how Waitrose evolved its quality-driven strategy to incorporate an ethical element. Using an integrated campaign with TV, radio, press and in-store advertising, among others, the people behind the campaign tell us how they set out to position Waitrose as an ethical company as well as a retailer of fine foods. MCBD's communications generated £111 million in incremental profits over six years and payback of £5.05 per every £1 spent, proving that an ethical approach can be financially rewarding too.

If you're looking for a really great example of the effective long-term use of TV, then this is it. Over ten years, Domino's pizza used television's evolution to drive pizza sales and build their brand. It's a story of a gold-standard sponsorship, but it also encompasses spot, interactive advertising, on-demand pre-rolls and a range of other liberating TV technologies. This case study from Arena BLM and Domino's deservedly picked up the Grand Prix at the Thinkbox TV Planning awards 2008. You can watch their story on film here.

Theft costs British society an estimated £9.5 billion per year. The challenge was to find a single campaign idea that could motivate a core target audience most at risk of crime and demonstrate measures they could take to prevent it. This case study on film, from the 2008 IPA Effectiveness Awards, tells how single, humorous campaign idea, executed through TV, radio and print, reduced the cost of crime to the taxpayer by £189 million and generated a payback of £14 per every £1 spent.

Bartle Bogle Hegarty's campaign for Johnnie Walker was awarded the Grand Prix, the highest accolade, at the 2008 IPA Effectiveness Awards. It was also awarded a 'Gold' and a special prize of 'Best International Multi-Market' for transforming Johnnie Walker and producing a total sales growth of 48 per cent and incremental sales of US$2.21 billion. You can watch this inspiring brand story on film, right here.

Sainsbury's achieved a sales-led recovery and delivered £2.5 billion extra revenue by asking customers to 'Try something new today', encouraging each shopper to spend a little extra every time they shopped. In this filmed case study from the 2008 IPA effectiveness Awards you can find out how Abbott Mead Vickers.BBDO came up with a powerful idea that generated £550 million in sales over two years.

Marmite was faced with a dilemma: it needed to change its usage to encourage growth without losing its existing customers. In March 2007, Unilever launched 'Marmite Squeezy' to target the consumer sandwich market. In this filmed case study from the 2008 IPA Effectiveness Awards, the people behind the campaign tell us how they involved Marmite fans in the change in product format, and delivered success through an integrated marketing campaign.

The 'Fresh choice for you' campaign used TV and print media to promote this difference. It reversed Morrison's three year market share decline and transformed it into Britain's fastest growing supermarket, generating an estimated payback of £13 per every £1 spent.

This innovative campaign by MCBD & MediaCom for the Metropolitan Police Service's Trident picked up the Grand Prix at the IPA Effectiveness Awards 2007. Using the rallying cry "Stop the guns", communications dramatised the devastating effects of gun crime, encouraged people to come forward with information and challenged the glamorous imagery surrounding guns. Creative media was central to the strategy, incorporating everything from petrol pumps to a music video.

This Grand Prix award-winning case study on film, from the 2009 IPA Effectiveness Awards, shows how a new marketing programme generated significant returns at a time when competitors were concentrating on price. The 'Let's Grow' campaign was a voucher redemption scheme, providing schools with gardening equipment and seeds, and encouraging both teachers and children to enjoy growing their own food. Communications included a partnership programme with schools and then a national campaign to consumers, featuring TV, print and DM among others. In its first year, 85% of primary schools registered, 39 million vouchers have been redeemed and Let's Grow has generated payback of £21.57 per every £1 spent.

In this filmed case study, Sara Bennison, Marketing Communications Director, UK Retail Banking, Barclays and Phil Georgiadis, CEO, Founding Partner, Walker Media talk to us about the Take One Small Step campaign. After two years off air, Barclays launched themselves back onto TV with a charming, quirky series of ads which are all about helping people to take action when it comes to their money. The campaign has been a spectacular success. Sara and Phil have lots of interesting things to say about how and why television has worked for the brand, particularly in the way the on-air has driven response on line.

The enormous success of T-Mobile's 'Life's for Sharing' TV executions generated huge response in many media. In this filmed session from Thinkbox's 'TV Response: the new rules' event, Sam Taylor, Head of Advertising and Sponsorships of T-Mobile, explains how this didn't just happen by accident and what he has learned about anticipating and maximising TV's effect on all response channels. You can watch the film here.

This film, with Robin Wight, President of Engine and Laurence Green, Chairman of Fallon, tells the story of the transformation of fledgling 'Hutchison Microtel' into the multinational success story that is Orange today, creating a whole new style of advertising along the way. The original case study at the heart of this film has been voted by past conveners as one of the very best case studies from 30 years of the IPA Effectiveness Awards: these are brilliant campaigns that still have much to teach us about planning effective communications today. If you want to find out more about the power of emotional advertising, great brand building or the direct effect advertising can have on shareholder value, then this is a must see.

This film looks at PG Tips marketing communications from its launch to the present day and features contributions from Paul Feldwick, Consultant; Nigel Jones, UK Group Chairman and Chief Executive, Publicis: Les Binet, European Director, DDB Matrix and Dylan Williams, Partner & Head of Strategy, Mother, amongst others. It explores DDB’s Grand Prix winning paper from the 1990 IPA Effectiveness Awards; which has been voted by past and present Convenors of Judges as one of the very best case studies in the IPA Databank. The brand’s enduring success story is bought up to date by Mother, who tell us about the thinking behind their current Al & Monkey campaign. If you want to find out more about added value; brand resilience; commanding a price premium; the value of consistency in both share of voice and creativity, then this film is well worth a look. And of course, it’s packed with classic ads too.

This film tells the story of how a coalition of advertisers - the British Heart Foundation, Cancer Research, and the NHS - made advertising more powerful than word of mouth in getting smokers to quit, and quadrupled the effectiveness of tobacco control communications. It has been voted by past and present Convenors of Judges as one of the very best case studies in the IPA Databank. Contributors include Sir John Hegarty, Worldwide Creative Director, BBH, Clare Hutchinson, Head of Planning, WCRS, Sheila Mitchell, Marketing Director, Department of Health, Gerry Moira, chairman and director of creativity, Euro RSCG London & Kate Waters, Planning Partner, Partners Andrews Aldridge. There are some valuable insights here about planning and running effective public sector and charity campaigns.

This new film from Thinkbox and the IPA tells the story behind Fallon’s brilliant ‘Joy of Content’ campaign for Cadbury Dairy Milk, which picked up a silver award at the 2010 IPA Effectiveness Awards. Ads such as ‘Gorilla’, ‘Eyebrows’ and ‘Trucks’ were quick to capture the public’s imagination and moved Cadbury Dairy Milk from being a manufacturer of chocolate to a producer of joy. On film, you’ll hear from Rachel Barrie, Partner and Director of Strategy at Fallon, Laurence Green, Founding partner, 101 and former Planning Director at Fallon, Phil Rumbol, Founding partner, 101 and former Marketing Director at Cadbury, with additional effectiveness insight from David Golding, Marie Oldham and Denise Turner. This is a truly bold campaign that people will be talking about for a long time to come.

HSBC’s ‘The world’s local bank’ established a strong global identity, generating an estimated incremental growth of $69.87 billion worldwide between 2002 and 2008, and representing payback of between $3.44 and $7.88.

This film tells of the radical transformation of Tesco’s fortunes from lack-lustre number two to Britain’s largest retailer, and of advertising’s essential role in making these changes meaningful to consumers and other stakeholders alike. The original case study at the heart of this film has been voted by past conveners as one of the very best case studies from 30 years of the IPA Effectiveness Awards. Contributors on film include Joanna Bamford, Carolyn Bradley, Danny Donovan & Gerry Moira. If you work in retail, or on any brand operating in a vastly competitive market, or are just looking for an inspirational business turn-around story, then this is well worth a look.

This film tells the story of Audi's advertising from 1981 – when Audi became the first piece of business that BBH won – to 2007, a period in which an overhauled communications strategy delivered a payback of £7.50 for every £1 spent alongside creating the UK's fastest growing prestige car brand. Contributors on film include Peter Duffy, Head of Marketing, Audi UK, Sir John Hegarty, Worldwide Creative Director, BBH and Fiona Walford, Director, Mediacom. The original case study at the heart of this film has been voted by past conveners as one of the very best case studies from 30 years of the IPA Effectiveness Awards. If you work in the automotive sector, or would just like to explore the link between continuity, creativity and effectiveness, then this is well worth a look. "Vorsprung durch Technik", as they say in Germany.