Warc index
 

The full size pickup sector is one of the highest volume segments in the Hispanic market. It is also traditionally dominated by domestic brands. As such, while Toyota leads the Hispanic market in term ...

After 12 years without any advertising, the Southern California Honda Dealers Association had fallen further and further behind Toyota in their highly lucrative regional market. In an effort to revers ...

Toyota's 'The Truck That's Changing It All' campaign aimed to establish the redesigned 2007 Toyota Tundra as the pick-up truck of choice among American truckers. It also aimed to give 'True Truckers' ...

A campaign (2006-7) for Lincoln luxury cars. Campaign objectives: improve opinion and consideration of brand, reverse decline and grow share, attract new buyers. Strategy: revitalise emotional connect

A 2007 campaign for Goodyear, facing intense competition. Business objectives: sell more tyres, especially high-end tyres; drive purchase interest. Campaign aims: put across a distinctive, differentia

This article, by eCircle's Volker Wiewer, outlines a number of best practice rules for email design and deliverability - including in multinational marketing campaigns - and also offers a case study o ...

This paper demonstrates how between 2003 and 2008 the Toyota Prairie Dealers Association made Toyota's QDR (Quality, Dependability, Reliability) strategy relevant to Prairie truck buyers - building To

The re-launch of the Tundra in Canada in early 2007 aimed to give Toyota a credible entry into the full-sized pickup category. But in order to meet the long term goal of turning the “big three” into t

The re-launch of the Highlander in 2007 introduced a product more for the new crossover segment, which now accounts for all growth in SUVs. Highlander was dull and boring and their target was about to

If there was a “white label” vehicle in Canada it could be the Toyota Corolla. It had a solid reputation, was Toyota's best seller, and was consistently one of the country's top sellers too. But it in

To ensure a successful relaunch MINI needed to re-mark its turf in two ways: increase retailer leads and test drives. MINI also faced another hurdle. It competes with a broad range of manufacturers an

By 2005 Lexus was firmly established as a brand that consumers could count on for quality and reliability. But despite strong sales growth and a mandate to become the leading luxury brand in Canada, L

MINI has traditionally been viewed as a feminine car. One key objective was to add a more masculine feel and tone to the MINI brand. Men aged 26-35 years old were targeted. MINI launched the Clubman,

Hyundai wanted to target young urban Belgians with the launch of its i30 model. In a campaign created by Duval Guillaume Brussels, the central creative idea was to give away “H” shaped signs as fake h

Volkswagen wanted to launch the Tiguan A-SUV model and take second place, behind Toyota, in the fast-maturing Italian SUV market. This paper outlines a campaign by DDB to launch the Tiguan, drive traf

Tyre manufacturer Beaurepaires was facing a slide in sales, and the challenge of reversing this trend in an aggressively competitive and largely commoditised category, while being out-spent by its mai ...

Lexus is a leading luxury car brand, and set its sponsorship objectives as to 'support Lexus distributors and their new dealer base across Europe' and 'target Lexus prospects and customers'. While gol ...

Few sectors are as competitive, and dependent on effective brand marketing, as the car market. In order to develop a set of clear and distinctive brand attributes, not historically associated with the ...

Since 1997, the BMW Ultimate Drive® for the Susan G. Komen Foundation has raised $9 million for breast cancer research, education, screening and community outreach programs, and is one of the most hig ...

In spring 2006, Audi launched a new 'third-generation' sports utility vehicle in the European market, a sector dominated by major US players, and also showing signs of saturation. Despite this, Audi's ...

Allstate Auto Insurance wanted to remain a top brand and grow, but faced the problems that the market is an established undifferentiated category with low involvement and interest from the customer, a

By the late Twentieth Century, Buick had lost its central position in the market to imports which were seen as more stylish and practical. With their average buyer being 65 years old, Buick needed to

Saab sales were flat and, in order to grow, the brand had to evolve from niche to challenger. To increase brand awareness and consideration in the highly competitive luxury import market, Saab needed ...

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 ...

The Road Safety advertising campaign in New Zealand proved highly effective in raising public awareness and improving driver behaviour, saving some 300 lives since its inception in 1995. Yet, in 2003, ...

The Lexus brand was launched in Canada in 1990 into an extremely competitive market, with a number if major players. Its advertising had successfully focused on building its credentials for quality an ...

Lexus was only the fifth strongest player in the Canadian luxury car market (behind BMW, Mercedes, Volvo, and Acura), and while its flagship Lexus LS was perceived to be a high-quality car, it was als ...

In 2000, Honda Quebec faced growing competition from both foreign and domestic rivals that offered improved durability, reliability and quality, while its best-selling model had also just been removed ...

As the used car market increasingly moved online, Auto Trader faced a challenge to attract buyers to its website and to increase sale postings. Because of the brand's countrywide reach, communications ...