British Heart Foundation

The British Heart Foundation's 'Watch Your Own Heart Attack' campaign gave the nation a dry-run heart attack in the form of a two-minute TV ad. It ran once; 6 million saw it and nearly all remembered it. It contributed to a two-and-a-half minute reduction in patient-delay and it is estimated that 70 people survived because they called quicker, having seen the ad.

Hovis

Hovis's 'As Good Today As It's Ever Been' included an 122 second TV commercial which helped sales grow by 14 per cent year-on-year, and generated up to £90m incremental profits, representing a rather excellent payback of round £5 to 1. (You can watch a short film about this here)

Laterooms.com

LateRooms.com had never advertised on TV before, but the impact of their TV campaign was immediate, not only making the brand more 'famous', but delivering 47 per cent more web traffic to their site and bookings that were up 70 per cent year-on-year. (Read the case study here)

Dulux

Dulux ran some bespoke spots in ITV1's Dancing On Ice in the form of a three part story for viewers. That very evening, search volumes on the Dulux website doubled and orders for colour samplers were up 175 per cent the following week with particular interest in the colours shown on the adverts. (You can watch this piece of ad-innovation here)

Very.co.uk

Very.co.uk wanted to launch a new online retail brand into a cluttered market and chose TV as the lead medium, because of its ability to reach mass audiences quickly in a multi-media campaign. The campaign exceeded all expectations, achieving a 220 per cent uplift in web traffic following the launch spot in X-Factor and, and sales that leapt 9 per cent ahead of forecast.

John Lewis

John Lewis somehow managed to encapsulate a woman's entire life from babyhood to elegant seniority in 90 seconds of brilliant TV creative. Following the TV ad campaign, JohnLewis.com saw a 39.7 per cent leap in sales. This brilliant ad, created by Adam & Eve also deservedly picked up a Thinkbox for March / April 2010, and you can watch the ad here.

Moneysupermarket.com

It's "Haggle Hero" TV campaign, staring the comedian Omid Djalili, has helped boost sales, with revenue at the company rising 4 per cent to £71.6m for the first half of the year.

Go Compare

The incomparable Gio Compario first appeared on TV in August 2009 and has been attributed with boosting brand awareness by some 450 per cent.

T-Mobile Dance

A great piece of TV innovation that drove business success. At the time of the campaign, search volumes increased by 38 per cent with TV also the most effective media at driving consideration (25 per cent more effective). Handset sales increased by 22 per cent during launch week. T-Mobile stores received record footfall and T-Mobile sales grew 52 per cent on the same period the year before. (You can watch a short film about this here)

Just-Eat.co.uk

Just-Eat.co.uk identified a target audience of hungry surfer TV addicts for its take-away service. They wanted to create buzz as well as drive response and new membership. The TV campaign drove a 37 per cent increase in membership, orders were up 10.8 per cent overall and there was a 66 per cent increase in orders on Saturdays - the key take-away day. (Read the case study here)

Everest

Everest wanted to double the size of their business just as the recession hit. They chose TV to do it and, as a result, since 2007 Everest's core product sales have grown 5.39 per cent in a market that has declined 24.27 per cent. The campaign has contributed around £45.6m in sales and a payback close to 4:1. The TV campaign also heavily boosted internet leads, both directly and indirectly, which together have meant Everest was able to continue outperforming the market.

drench

The drench brand was actually launched in 2005 but without any TV advertising. Then, with its fantastic 'Brains' TV campaign, it rocketed to fame in May 2008. Within four weeks, drench was outselling Evian in Woolworths and Tesco had given the brand priority at the front of store. Sales were up 107 per cent and drench had become a £4.3m brand. (Read the case study here)