Summary
This UK DM campaign for Nissan's new Qashqai urban SUV aimed to persuade existing Nissan owners to replace their non-Nissan second car with a Qashqai. Analysis of the automaker's customer data identified Nissan drivers who owned more than one car, from which a pool of prospects was created based on their demographic, attitudinal and behavioural similarity to existing Qashqai-owning households. These prospects were profiled to understand what motivated their car choices, resulting in two distinct segments with key product benefits for each. Messaging for "trendy families" (households looking for the latest in gadgetry and style) led with the Around View Monitor technology that the new Qashqai featured; messaging for "practical couples" (who wanted a reliable, quality, reasonably-priced car) focused on brand credentials and fuel efficiency. The campaign claims to have created 'valuable new brand advocates' owning two Nissan cars, with increased loyalty to the brand.

Summary
This campaign promoted the Nissan Juke to young UK males with interactive online ads. The ads needed to use challenging language, an intriguing invitation and the promise of a thrilling ride. So the creative was based around skydiving - a concept appealing to the thrill-seeking target audience. Over 200,000 viewers interacted with the ad, with over 100,000 click-throughs, around 250% over target.

Summary
Honda wanted to create an aspirational image for its CR-V model in the US that would appeal to a new generation of younger SUV buyers. It did this by building on the insights that the target audience is on the verge of a new life-stage and that they see themselves as instigators of social activity. TV ads encouraged them to adopt a 'Leap List' of adventures and activities they wanted to do before moving into the next phase of their lives. Banner and print ads spread the idea and an online community helped people create and share their lists. The CR-V successfully connected with a new generation and had its best five sales' months ever.

Summary
This New Zealand campaign for Toyota's off-road 4x4, the FJ Cruiser, was based around a challenge involving a celebrity ambassador, retired rugby player Marc Ellis, who drove around the country off-road in the vehicle for 19 days. The journey picked up mass earned media support. Social media was a major channel for communicating the campaign message to a target audience of "heartland enthusiasts": people with a passion for rural New Zealand. FJ Cruiser added almost 9,000 Facebook fans and sales beat target by 13%.

Summary
To pave the road for the launch of Range Rover's brand new Evoque model, the agency created a media first in China which transformed an old brand image. Based on insights that revealed 87% of the target audience consumed digital content daily (and spent at least 18 hours a week online), it created an interactive digital content campaign featuring a series of comic and live action adventures that married unmissable content with multi-platform context. Without a single car even entering China, the campaign generated above-target levels of leads and pre-orders.

Summary
This document, featuring case studies from the Volkswagen Polo (India), Nissan Micra (UK), Audi A1 (Europe) and Fiat Mio (Brazil), is a collection of Warc's best case studies on brand launches in the supermini car category.

Summary
Featuring case studies from the Subaru Outback (Canada), Skoda Yeti (India), Nissan Juke (UK) and Toyota FJ Cruiser (New Zealand), this is a collection of Warc's best case studies on gaining customers in the SUV category.

Summary
This document, featuring case studies from the Subaru Forester (Canada), Toyota FJ Cruiser (New Zealand), Toyota Venza (USA) and Lexus RX 350 (Canada), summarises the pick of Warc's case studies on increasing sales of SUVs and 4x4s.

Summary
When the automaker Skoda wanted to launch its Yeti model, a smaller sized SUV, to the Indian market, it needed to prove that size wasn't everything and that its car could outperform bigger SUVs, especially on rough terrain. Its solution came in the form of an experiential event amplified by 360-degree media support: The Skod Yeti Right of Way Expedition was a journey of a lifetime which took 15 contest winners across the jungles of India and gave them a first-hand experience of the vehicle's power. As a result, the Yeti outsold its targets by over 100% and sold more cars in two months than its nearest competitior in a whole year.

Summary
Following the success of the launch of the 2009 Forester, sales for Subaru in Canada were beginning to flatten in 2010. In 2011, a Forester model with only minor aesthetic changes was launched. The aim of the launch campaign was to maintain Subaru's sales targets for the campaign period while maintaining full price. Qualitative research demonstrated that many people who intended to buy in the category were not aware of the Forester's new traditional SUV styling or of Subaru's Japanese heritage. The message, which utilised the "sexy" sumo wrestler from the 2009 campaign, promoted a rugged and attractive true Japanese SUV and was implemented across TV, print, point of purchase, PR, online and social media. Unit sales exceeded target by 11%.