Warc index
 

In 1998 advertising agency Rubin Postaer of Santa Monica developed a campaign for the American Honda Motor Company that was set in a corporate world from which workers yearned to escape. The ads propo ...

Faced with increased competition from rivals such as Geico, long-time number two auto insurer, Allstate Corp chose to adjust its advertising strategy to re-establish its position in the marketplace. D ...

The Department of Transport's 'Think!' campaign aimed to reduce road casualties, with the broader focus of reducing all accidents, not just those classed as 'serious'. To avoid over-complicating the i ...

In reply to the cluttered and stagnant insurance market, RBS decided to invest-to-grow its third insurance brand, Privilege. Following a 34 percent sales decline, Privilege aimed to increase revenues ...

In 2000, Audi began a campaign to widen the prestige of the marque among the general public, and to increase both desire and conversion among prestige car buyers. The media used included TV, press, ou ...

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 ...

Kwik-Fit's 2003-04 ad campaign aimed to revitalise the company after a period of sales decline and little advertising. There was an urgent need to reverse the sales decline, increase margins by improv ...

This 2000-2005 Home Office campaign encouraged people to behave in ways that would help to reduce vehicle crime. By presenting the criminal as someone to outwit rather than be afraid of, the campaign ...

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 ...

The Leon is the key brand ambassador for the self-confident and sporty brand SEAT. In the context of re-positioning the brand to Nueva SEAT, the launch of the new Leon was extremely important. Reflect ...

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 ...

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 ...

TomTom GO was launched in a market dominated by complex, expensive, built-in car navigation systems. TomTom GO managed to position itself not just as another technical product, but as an easy, smart a ...

Young drivers are involved in 42% of speeding accidents in New South Wales, even though they make up only 16% of drivers. As such, the Road and Traffic Authority commissioned an advertising campaign t ...

The Discovery Channel entered 2005 as the number one non-sports specialty network in Canada, but having built its success on American imports, needed a home-grown Canadian success story, and 'Canada's ...

In 2005 the Toyota Corolla, in the third year of its lifecycle, faced a huge threat from the launch of the completely redesigned Honda Civic Sedan, Canada's number one selling car. Thanks to the two-y ...

Toyota's entry in the compact pickup segment began in 1995 with Tacoma. However, although it was highly regarded, Tacoma was never a contender as a sales leader, especially as, in contrast to the comp ...

Four years after its launch in Canada, MINI has one of the most distinct and potent brand images in the Canadian automotive market. It was a daunting task to live up to the legacy of the original Mini ...

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 ...

In the luxury vehicle category, a brand is only as strong as it prestigious sedan, and Infiniti lacked a viable competitor. It was imperative that Infiniti's new M sedan was a success, both for the co ...

Metrication of speed limits in the Republic of Ireland was introduced on 20th January 2005. Prior to the introduction, national route distance signs were displayed in kilometres, while speed limits we ...

This paper illustrates one of the golden rules of retailing: ‘retail is detail’. Rather than using a ‘one size fits all’ approach, BDH\TBWA devised a framework for highly localised tactical advertisin ...

One of the reasons why theft from vehicles is such a problem is that the public at large are so complacent about it. Too many people leave their valuables on display, providing temptation for opportun ...

The Peugeot 407 was to replace the 406 within the M2 segment (upper middle range class), a major segment of the European market. However this segment is unappealing due to its limited variety compared ...

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 ...

The CLS is an entirely new car concept with an exceptional position within the Mercedes-Benz portfolio. Being neither a classic limousine nor a coupé, the CLS actually constitutes a completely new car ...

The Leon was launched in 1999. It is the key brand ambassador for the self-confident and sporty brand SEAT. To defy the laws of the aging process which every car model faces, SEAT created a feisty cam ...

The Mercedes-Benz A-Class re-launch faced a challenging marketing context: battle for volume, high advertising spend, hungry new market entrants. Its pan-European success was due to a consistent one v ...

This low-budget campaign for Fiat vans was based on exclusive sponsorship of the Sun's weekly SuperGoals supplement. The aim was to attract van drivers who are only interested briefly when in the mark ...