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smart drive: Launching the smart car in the Ukraine
Alexey Novikov and Maryna Grygorenko, Warc Prize for Innovation, Entrant, 2013
This case study describes the 2012 official launch of the Mercedes-Benz marque, the smart, in the Ukrainian car market.
This case study describes the 2012 official launch of the Mercedes-Benz marque, the smart, in the Ukrainian car market. Ukrainian drivers typically valued masculine and prestige cars over smaller, compact models such as the smart. The brand's challenges were to connect with prospective smart owners, encourage test drives and stimulate sales leads. It also had a relatively modest budget for paid for media advertising. Its solution was to bring test drives to the consumer, using Foursquare, the geo location-based social network, to find the whereabouts of consumers. It communicated this offer via a variety of outdoor, digital, print, ambient and event elements. As evidence of the success of this campaign, this case study cites the number of test drives generated and increases in social media followers for the brand.
Audi A1 - A big idea, condensed
James Mitchell and Ross Berthinussen, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2012
This case describes the UK launch of the Audi A1, which represented the first time a prestige car brand had produced a small car.
This case describes the UK launch of the Audi A1, which represented the first time a prestige car brand had produced a small car. Although an opportunity for growth, Audi risked sacrificing the prestige of its “Vorsprung Durch Technik” positioning. But by understanding that Audi is as much a technology brand as a car marque, the launch campaign was able to turn the A1’s small size from a weakness into a benefit. Communications were spread across the biggest media formats available – including double-page magazine spreads, huge billboards, cinema screens and large digital formats – representing 'small' as a hallmark of superiority and modernity. The campaign attracted new customers and helped the A1 exceed its sales targets, returning £4.40 for every £1 spent.
Nissan: Juke - Stay awake
European Association of Communications Agencies, Silver, Euro Effies, 2012
Nissan, the automotive brand owner, wanted to grow in the small car segment with a new model, the Juke, whilst simultaneously maintaining sales of its Qashqai and Micra brands.
Nissan, the automotive brand owner, wanted to grow in the small car segment with a new model, the Juke, whilst simultaneously maintaining sales of its Qashqai and Micra brands. Its strategy was to target young urban males by marketing the Juke as a "younger brother" to the Qashqai, and then present it as a high-energy option in itself. These values were communicated via a variety of TV, print, newspapers and other media to markets across europe. As evidence of the success of this approach, this case study cites above-target sales volumes achieved in France, the UK and Italy, and the appropriate young and male profile of Juke owners.
Kia Rio: Admiration Guaranteed
European Association of Communications Agencies, Bronze, Euro Effies, 2012
Despite strong performance attributes, the Kia Rio model - part of the Hyundai group's stable of cars - lacked a strong brand image that could help it connect with consumers in their 30s.
Despite strong performance attributes, the Kia Rio model - part of the Hyundai group's stable of cars - lacked a strong brand image that could help it connect with consumers in their 30s. This case study outlines how the brand developed a strategy to appeal to a young audience via a variety of TV and social media platforms, as well as strengthen the model's credibility with its trade channels. A series of TV executions created a humorous twist on the use of the small Kia Rio as a getaway car, and continued these with alternative story endings offered online. Results cited in this paper include the above-benchmark tracking results for this campaign which aired in Germany, Italy, France, Spain and the UK.
Volkswagen Polo: Youth marketing
Ashwini Kamat, Deepa Jatkar, Zarius Captain, Aatika Ansari, Rohan Jadhav, Ankita Derasaria,Pooja Patil, Nova Das, Pradeepan Pacha, Alex Anthony, Girish Vyas, Padmaraj Krisnkutty and Sridhar Surve, Warc Prize for Innovation, Entrant, 2012
Volkswagen was a relatively unknown automotive brand in India with awareness of only 22%. But for the launch of its flagship Polo supermini model into the highly competitive hatchback segment, it was seeking an awareness of 40% and an ambitious sales target of 14,000 units.
Volkswagen was a relatively unknown automotive brand in India with awareness of only 22%. But for the launch of its flagship Polo supermini model into the highly competitive hatchback segment, it was seeking an awareness of 40% and an ambitious sales target of 14,000 units. The challenge was to make Polo stand out in its market and become India's most talked-about car among its target audience of young males. The resulting campaign took an innovative approach across multiple touchpoints, including a car-shaped hole in a newspaper, a reality show on MTV shot inside a car and stunt drive events at malls. Sales exceeded 18,000 and awareness targets were met.
Audi A1: Chase
Integrated Marketing Communications Council Europe, Gold, IMC European Awards 2011
The Audi A1 was launched in Ireland in October 2010, with the motor industry still struggling in the economic downturn.
The Audi A1 was launched in Ireland in October 2010, with the motor industry still struggling in the economic downturn. This was the first time Audi had a presence in the super mini segment. Campaign targets were spread between awareness, customer demands and building a brand and a niche in a category dominated by strong personality brands and skewing towards a younger audience (20-35 years old) than Audi were used to. To reach this market, the main channel used by Audi was a social media game, The A1 Chase, with this activity supported by traditional ATL communications. The gameplay lasted two weeks and culminated in a brand activation event: a live Chase, held in Dublin city centre.
Nissan: Behind the Hit
Direct Marketing Association - UK, Gold, 2011
Nissan, the automaker, wanted to market their new Juke model to a younger, edgier male audience in the UK who perceived Nissan to be a marque for older people.
Nissan, the automaker, wanted to market their new Juke model to a younger, edgier male audience in the UK who perceived Nissan to be a marque for older people. To connect directly with them, social media were used to enable people to create their own music online with the potential to have it remixed by an award-winning band and to have it featured in a live gig. By using La Roux, a noted singer, coverage by music bloggers was ensured. This offset the normal expenditure on banner ads and boosted street cred. The campaign reached 10m people, one in six of the population, creating a 3 month waiting list before the launch of the car.
Nissan Micra: In sync with the city
Direct Marketing Association - UK, Gold, 2011
The Nissan Micra has the reputation in the UK of being a reliable and uncomplicated small car, and thus attracts a loyal clientele.
The Nissan Micra has the reputation in the UK of being a reliable and uncomplicated small car, and thus attracts a loyal clientele. For the launch of the new Micra, Nissan decided to target existing customers via its CRM programme. This enabled the automaker to take a more personalised approach using digital printing to incorporate individuals' names in direct mail material. New customers were also recruited at garden centres and shopping malls. Pre-order sales were exceeded by 100%. Prospects were 30,000 over the initial target and an ROI of 12:1 was achieved.
Fiat: Fiat Mio
Jay Chiat Strategic Excellence Awards, Silver 2011
A new concept car from Fiat, the Mio ("mine"), was launched in Brazil with this campaign. Fiat was the market leader in Brazil, and wished to innovate to maintain its position; Brazil, as a fast-growing economy, had become a priority for global car brands.
A new concept car from Fiat, the Mio ("mine"), was launched in Brazil with this campaign. Fiat was the market leader in Brazil, and wished to innovate to maintain its position; Brazil, as a fast-growing economy, had become a priority for global car brands. Leveraging a passion for social media, the campaign strategy was based around a blog where consumers could follow and make suggestions on the development of the car that Fiat would unveil at the 2010 Car Showroom. Over 3 million hits on the website helped Fiat to design two models that led to the final concept car, subsequently presented at the largest vehicle event in Brazil.
Audi A1: The Next Big Thing
European Association of Communications Agencies, Gold, Euro Effies, 2011
Car manufacturer Audi wanted to promote the launch of its first prestigious small car, Audi A1, to young urban adults across Europe.
Car manufacturer Audi wanted to promote the launch of its first prestigious small car, Audi A1, to young urban adults across Europe. To reach this audience, it created an online-based pre-launch campaign which included mystery-thriller webisodes starring Justin Timberlake. Each of the webisodes heavily featured the A1 and social media allowed consumers to customise and share their own designs. Within three months, more than 16,000 vehicles were pre-ordered, 62.5% above the target, and for 90% of them it was their first purchase of an Audi.
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