Warc index
 

This Department of Transport campaign aimed to make speeding unacceptable. Most drivers easily avoid this message: they don't think modest speeding is bad, and they are too confident in their own skil ...

This paper describes the development of Honda's 'hate' campaign for its new diesel engine. The central idea was that hate can be positive if it impels you to change something for the better. Thus Hond ...

The article considers the problems faced by BP in rebranding its existing offering Cafe Zip under the Wild Bean Cafe name in the New Zealand market. The author looks at the need to maintain brand loya ...

In the summer, promotions flood the market, as gasoline outlets and their convenience stores try to attract traffic. But these promotions do little to differentiate themselves. In reality, Irving’s Cr ...

Automotive advertising in Quebec, like anywhere else, is constantly in rush hour mode. On TV, radio and newspapers the manufacturers run bumper-to-bumper trying to capture consumer attention—with spec ...

Consumers were skeptical when they heard Volkswagen (the 'People's Car' company) was introducing a luxury car - the Phaeton. The pre-launch campaign was designed to tackle this skepticism head-on-to g ...

Infiniti was the last brand that luxury car buyers would look to for All Wheel Drive, but it was essential to supporting winter sales of the G35 sports sedan. The AWD system from Mercedes, BMW and Aud ...

This paper is about the financial value of emotional differentiation. In it, we will demonstrate how the launch campaign for the new Toyota Corolla repositioned the brand from being a reliable car th ...

The UK Government launched its new Crime Reduction Strategy in 1999. Within crime overall, vehicle crime represents the largest category of crime - accounting for 19% - and was therefore a particula t ...

This case explores how a £8.68million investment in co-ordinated road safety advertising made a significant contribution to an economic payback of £704.35 million, over a nine year period, 1995 to 200 ...

At a time of falling TV ratings, lost generations of audiences, and the rise of ad-skipping personal video recorders, BMW's Internet Film series - 'The Hire' - represented a bold step for a marketer i ...

This paper outlines how well-established brand from one commoditised market moved into another and made the top of consumer shopping lists within two years. There follows an analysis of AA’s fully in ...

This paper, awarded the special prize for the Best Idea, tells the story of how making it OK to drive a diesel proved to be profitable for Volkswagen. Diesels have long been seen as boring, dull, nois ...

This entertainingly written case study describes how Honda’s brave approach succeeded in increasing sales by 28% and delivering an incremental £84m in profit. The style of the paper is as original and ...

This is the case of the launch of the largest traffic management system in the world, unique in scale, complexity and controversy. The brief was, in effect, to ‘brief London’. There were only two scen ...

In May 2003, Opel launched its flagship, the new Signum, which was to set new standards in the mid range segment with its exceptional new vehicle concept. However, being a new concept, the car lacked ...

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 ...

The launch of the new Mazda6 in the all-important “family” segment was much more than just the launch of the new car. The Mazda6 “Soul of a Sports Car” campaign was used to “place a stake in the groun ...

With the launch of its new A8 model, AUDI sought to profile itself in the hotly contested luxury class, thereby winning market share from its strategic competitors. To this end, Audi engineers designe ...

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 ...

The new generation Toyota Avensis was designed according to European benchmarks and represents the highest technical and quality standards. However, the new model came with a substantially higher pric ...

Communication responded to moderate market success by re-positioning the small car Polo. Contrary to the norm in the category, advertising did not position Polo as part of a modern and youthful lifest ...

Every year in Victoria, Australia approximately 95 lives are needlessly lost to low level speeding and 1300 serious injuries occur. Contrary to popular belief doing a little bit over the speed limit ...

The March 2003 launch of the 2004 Toyota Sienna was the opportunity to re-position the brand, taking advantage of a significantly improved product. The Sienna had been “the safest minivan ever tested” ...

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. ...

Launching a new SUV (Sports Utility Vehicle) is difficult enough, even more so when you are the eighth European entrant to the category, the fourteenth brand overall, and up against entrenched competi ...

The Confiscated Car Club was an innovative campaign created by FCB New Zealand that targeted young male offenders. This is the most significant single group of fines defaulters, owing in the region of ...

This campaign either ran or is running in 36 countries. Details are documented for the top four markets – USA, Canada, Japan, Australia (countries in the European Union are not included). The campai ...

Continual death and tragedy on Northern Ireland’s roads has prompted journalists to ask – do shocking TV ads work? Individual road safety TV campaigns for the Department of the Environment NI have won ...