Subject Index
 

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 second in WARC's series of Automotive Marketing Reports looks at the preparations being made for the 2008 U.S. launch of Daimler-Chrysler's ultra-compact smart fortwo. It discusses how fluctuating ...

To herald the arrival of its newest car, Volkswagen of America Inc. launched a high-profile television, print, and outdoor advertising campaign in March 1998. The company had stopped selling its mos ...

In the late 1990s, after nearly a decade of declining sales, Japan's Nissan Motor Company, Ltd., flirted with bankruptcy. The 1999 arrival of Carlos Ghosn as Nissan's CEO, however, marke ...

After the United States mandated collapsible steering wheels in 1967, the British Mini Cooper retreated back to the United Kingdom and was not sold stateside for 35 years. Reintroduced in 2002 after b ...

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 ...

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 ...

In April 2005, Volkswagen introduced the Fox to the price driven mini-segment, despite Volkswagen's premium image and the Fox being slightly higher priced than the competition. Instead of a generic pr ...

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 challenge was to launch the Opel Meriva - a new small versatile monocab -whilst achieving the overall objectives for the Opel brand. The pan-European launch was firmly based on new Opel brand valu ...

In 2002, Nissan is close to completing its 'revival plan', designed after the company suffered a serious downturn in the late 90's. The new Micra launch in 2003 was vital for Nissan in Europe. It had ...

In 2003 - twice as old as its segment’s average - the Yaris was beginning to fear aging. On the eve of its 5th anniversary, Toyota decided it needed a new campaign to defy the expected fate of its sma ...

A new positioning for MINI focusing on two key brand drivers –‘motoring excitement’ and ‘individuality’ resulted in Colenso BBDO introducing the “Let’s Motor” line after it was appointed in July 2003. ...

The agency state that the Mini tradition is alive and the product has been repositioned as the premium car in the compact segment. The communications objectives were to increase awareness with the cre ...

MINI needed to be very carefully positioned in Canada. It faced a wide range of competitors, including Honda Civic, VW Golf, Toyota Celica, Subaru Impreza, Chrysler PT Cruiser, VW Beetle, and Acura RS ...

Revitalising campaign for Fiat Punto, presenting it as good for male as well as female drivers. Media used: TV with two commercials, directed at men and women respectively (print campaign was cancelle ...

Think Before You Drive low budget campaign for the Kia budget car, based on the idea of responsible motoring. Media used: TV with promotions and sponsorship. Good PR achieved, and Kia became fastest g ...

Campaign to follow up the launch of the New Beetle car, 2000. Need felt to advertise to consolidate the branding. Media used: press and posters. Good PR, awareness and image gained. Highly commended, ...

The small car segment is one of the most competitive segments across Europe, yet Toyota has never had a truly competitive car in this segment. Within one month of launch 50,000 orders had been receiv ...

Campaign in 1998-9 by DMB&B for launch of the Fiat Seicento. Concerns about cannibalisation, confusion with other models. Aimed at young women drivers, emphasising fun to drive. Medium: TV.

This 1998 paper shows how model advertising for the (two-three-year-old) Clio in 1991-93 helped regenerate the (100-year-old) Renault marque. This is a remarkable reversal of the standard marque-model ...

In 1994, Peugeot relaunched the 106 with the slogan: 'It's the first time that men have been mad about their wife's car.' In 1996, following modifications to the 106, this changed to: 'The new Peugeot ...

The design of the Mini has remained unchanged ever since 1959. It has survived for so long because it's unlike any other car. In the early 1990s, however, it looked as if this was to end. It could not ...

The 1997 Ford Fiesta was launched as the 'baby Jaguar' among small cars. From 1984-97 it had been the market leader, but the brand had been overtaken by the likes of Clio, Corsa, Peugeot, Micra with t ...

Continues the story of the Renault Clio (the 1991 launch campaign was featured in no. 4458). This paper shows how Clio has built and maintained a position as the clear image leader in its sector, long ...

Launch of a radically new small car design, 1992. Press (national), posters and TV were all used. Considerations leading to the strategy are discussed: an entirely new personality for Nissan, which wo ...

This article examines a rethink of the role and effectiveness of tactical press activity in Vauxhall Motors’ marketing. The research showed that the majority of car buyers entered the purchase process ...

The Nissan Micra represented more than 30% of the UK division volume so it was important to get the launch of the radically different new model just right. The artcile examines how the agency had to e ...

The Renault Clio launched into the worst UK car market for many years in 1991, as new car sales had declined 20 per cent. To complicate matters, the launch had three goals: unveil the model, establish ...

Launch of the new Renault 5, 1985. Renault had been losing sales and share steadily since 1979: need to stem this trend. Reasons for the decline are discussed. The new model removed previous faults bu ...