Warc index
 

Translink had shown enormous confidence with their product investments in CityBus. Existing core customers had noticed and customer research confirmed their appreciation. However, patronage and revenu ...

The objective of this campaign was to challenge drivers to go further in order to fill up at a Shell station. The target market is described as young male, fast drivers. The study claims that Shell wa ...

The objectives of this campaign are described as recapturing European leadership in automotive mid-class centre and establish Opel Vectra as a totally new car compared with its predecessor. The target ...

The launch of competitive products had led to a drop in sales in the UK, Italy and Spain. The objectives were to maintain an image differentiation whilst widening the Freelander's appeal. The creative ...

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 ...

Campaign for 2003 launch of Volkswagen's new engine, the V10. Main benefit was increased power. Problem: the driver benefit of power is difficult to convey in an original way and is much inhibited by ...

Launch campaign for Volkswagen Phaeton. Volkswagen is not easily associated with the luxury car market, but research found a group of discerning buyers who were 'discontented with the complacent symbo ...

Campaign for London Street Management (a division of Transport for London), aimed at cutting street accidents. Investigation (described) revealed that a major, but unrecognised, type of accident, pecu ...

Describes the inspiration and planning for the Honda campaign 'The Power of Dreams'. Honda cars were bought because of quality engineering but lacked a clear brand image. The slogan was found to expre ...

The Toyota Matrix had to hit aggressive sales targets, and also contemporize Toyota’s image. The first question was the brand name. Unconventional thinking drove creative and media. Instead of the mas ...

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 ...

Irving Mainway, which runs convenience stores at petrol stations in Canada, faced a big challenge. It had to convince consumers who buy coffee at specialist coffee shops, that they could get a better ...

Winning in the small car segment is crucial, and DaimlerChrysler were losing. The Neon had declined for seven years, to just a 3% share. Meanwhile GM was launching the newly designed Cavalier and Sunf ...

The LTSA road safety campaign was introduced in 1995 to proactively deal with the issues of drink driving, excessive speeding and not wearing safety belts. It aimed to change people’s behaviour by act ...

In the late 1990s and through the turn of the century, the motoring market in the UK was undergoing intense change, with a shakeout promised all round. The rewards to those brands that could stay in t ...

This silver-winning case describes how an integrated multi channel communications campaign was used to launch the face-lifted Passat in 2001, leading to a 21% increase in volume share and a 30% increa ...

Launch campaign (2001) for new premium-priced petrol brand, Shell Optimax, in UK, into a largely commoditised market. Target: by end 2001, 10% of Shell petrol sales, 1% increase in Shell petrol sales, ...

Road fatalities in Northern Ireland are substantially higher than in Great Britain. Some 9.5 per 100,000 population are killed on the roads in Northern Ireland compared to 5.9 in Great Britain. The ov ...

This silver-winning paper demonstrates how ‘Shame’ the anti–driving campaign contributed to 97% awareness, with 75% being ‘very influenced’ by it; a 68% improvement in zero alcohol safe driving percep ...

Describes the marketing communications plan which led Volskwagen (VW) to double its sales 1995-2001. VW started the period 7th in rank, with a market share of 4%, dominated by one model (the Golf). Ri ...

Repositioning 2000-2001 campaign for Skoda. Brief history: ridiculed because of Communist period perceptions, UK sales grew through the mid-1990s and high loyalty was achieved. But poor image remained ...

This case tells the story of a battle against low-level speeding in metropolitan Victoria. The target was to lower the incidence of fatal and severe crashes by 15% by 2005, by lowering the average veh ...

2001 campaign to persuade drivers in Quebec to reduce their speed, especially in 90 km/h zones. TV shock-based advertising used, at relatively modest weight. Results: 4.5% decrease in casualties due t ...

This case study demonstrates how the agency was able to create a campaign aimed at averting negative impact on the brand. The advertising objectives were defined as changing perceptions and advertisin ...

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, ...

New TV (2000) campaign for Daewoo, whose earlier lead on customer service was being eroded. Focus on safer driving, offering free driving lessons through the IAM. Large improvements in awareness and i ...

Campaign in 2000 for Skoda to launch new model, the Fabia. Previous launch campaign had failed to adequately confront the historic prejudice against Skoda, and lessons were learnt from this. Media use ...

The problems facing this launch campaign were identified as an unhealthy brand, low credibility and fierce competition. The objectives are described as building brand awareness, communicating a compe ...