Digital: Motor/Auto

 

Mundo Yaris is a world specifically designed for young, bi-cultural Latinos. A world built on their core values of nontraditionalism, multiculturalism, experimentalism and creativity. Not only could t ...

The “Infiniti in black” campaign was the first African-American marketing effort by Infiniti. The campaign married five African-American visionary artists with Infiniti vehicles. The campaign worked t ...

In 2000 Bayerische Motoren Werke AG (BMW) posted total sales of $33 billion, a slight decrease from its 1999 earnings of $34 billion. Afraid of further backsliding, the Bavarian automaker decided to ...

In 1967 a safety mandate forced the antiquated, cheaply made British Mini Cooper to discontinue sales in the United States. In 1994, when Bayerische Motoren Werke AG (BMW) attained control of the Mi ...

The car maker Audi of America, Inc. (AoA), was the American arm of the German company Audi AG. The Michigan-based automaker's advertising changed drastically in fall 2004 when Stephen Berkov to ...

This 2004-05 campaign aimed to launch the new Volkswagen Golf GTI MK5 into a cluttered market, and used a new strategy of trying to persuade its target audience (driving fanatics) to pre-pay for the c ...

This paper summarises three periods of advertising for Volkswagen Golf: 1974-94, 1995-2001, and 2002-2005. It features classic TV, print and poster and, more recently, internet campaigns, supported by ...

Tyres are of low interest to many consumers, selective distribution is under consolidation, and price is increasingly important. Continental required a campaign that would establish “German engineerin ...

In 2004 Volkswagen launched a new Golf GTI, whose original predecessor had been a cult car 20 years ago, but which had increasingly lost its desirability. To revive the GTI cult, communication focused ...

This is the story of how Toyota Canada's smallest car ever became its greatest launch ever. The campaign was based on the realisation that the company couldn't sell Yaris as a sub-compact; it had to p ...

The upper middle range of the car market is an important segment, but it is also a declining one, largely as a result of pressures from new vehicle types and environmental and social concerns, the lat ...

The pundits agreed: launching a premium compact car into the crowded luxury US market where others have failed was a risky proposition. A tiny budget and a hard-to-reach young, highly affluent, target ...

Audi introduced a new vehicle design into the market in 2004. While press and automotive enthusiasts had been introduced to the upcoming design changes by show cars at motor shows in 2003, there was a ...

Dove re-launched its ´Firming´ range in 2004 using advertising that broke the category norm to increase its volume share by 80%. Other brands promoted a definition of beauty that is about flawless, un ...

Consumers were skeptical when they heard Volkswagen (the 'People's Car' company) was introducing a luxury car - the Phaeton. The pre-launch campaign was designed to tackle this skepticism head-on-to g ...