Warc index
 

This paper explains how Shell formed a partnership with The Marketing Store to create and implement a global promotion to shift attitudes and behaviours of those consumers with no strong preference fo

Faced with a dramatic upsurge in road deaths in Northern Ireland over one weekend in November 2008, this paper shows how a short, sharp communications campaign saved lives. Research had shown in the p

This paper shows how powerful iconic imagery was used to inject new life into the fragmented and competitive world of taxi insurance. After a period of rapid growth up to 2002, Swinton's taxi division

In 2007, 21 cyclists in London died because they weren't seen. This paper shows how a small budget campaign of £600, 000, reduced deaths on London roads by a third. The challenge was to find an i ...

In Pennsylvania, the rate of teen deaths from driving drunk had not declined in more than eight years and existing messages, focusing on the risk of death, were not seen as credible. After extensive r

Under pressure in the hybrid category from a lower priced Honda model, Toyota Prius set out to convince buyers it offered the best value and secure at least 40,000 pre-orders. An extensive trawl of re ...

A 2008 campaign for Audi in America. Objectives: get Audi talked about as a luxury car, popularise the brand, improve awareness and image, close the consideration gap with Tier 1 competition, increase

A campaign, 2001 onwards, for seatbelt wearing in Northern Ireland. Statistics (quoted) show that Ireland, both North and South, lagged behind Great Britain in seatbelt wearing and avoidance of preven

The U.S. introduction of the revolutionary 1 Series gave BMW the opportunity to become accessible to a younger audience, making them early loyalists and life-long brand advocates. Through the use of a ...

By 2008, the Mini Cooper, while iconic and endearing, was becoming far less edgy, especially in cities where you might see 20 or more in a day. The launch of the Clubman model, a stretched-outversion ...

The assignment called for changing the perception of State Farm among Hispanics from “not in tune and too expensive” to one of “being there” to support them and save them money – the necessary first s ...

The challenge: how to sell Sync, an in-car entertainment and communications system, to young Latinos and help Ford strengthen its position in the car and crossover segments. The objectives were to dri ...

In Brazil, Ford required a new approach to their retail campaign. This involved increasing the desirability of and raising attention to the Ford brand, while suggesting that a deal was an opportunity ...

In 2007 Volkswagen and Tribal DDB London refreshed the car-maker's UK website in a bid to increase its share of internet visits. This case study shows how planners focused on car buyers' experience of

Despite the fact a wide variety of anti-speeding campaigns have been run in the last few years, most British drivers typically think its OK to speed, even though the rational reasons for not doing so

Comparethemarket.com, a price comparison website focusing on the car insurance sector, was relatively late to market, had no clear point of differentiation, and was being outspent by its main rivals.

Volkswagen was faced with the problem of launching the latest version of the Golf IV in the middle of a recession which particularly affected the car market. Their objectives were to gain market shar ...

In 2007, BMW’s premium attributes of sportiness and dynamism were under direct attack from Audi, who were successfully encroaching on their markets in France, Germany and Italy. To regain pole positi ...

In 2008, BMW launched their first compact premium 1 Series Convertible in Germany, Italy and the UK. However, they had to avoid cannibalising their own already successful market for the 3 Series Conv ...

This paper discusses the campaign created to launch the first new Lotus sports car in over a decade - the Lotus Evora. The launch of the model was seen as a chance to re-ignite the Lotus brand, positi ...

Shell sells petrol in over 80 countries, with 40,000 retail stations globally and eight million consumers every day. Petrol is a low-interest category that, in many countries, is perceived by consumer ...

When launching its Yaris model in South Africa, Toyota wanted to attract a new, younger audience to its brand without neglecting its core, traditional older audience. The promise and personality for t ...

By the turn of the millennium, Audi had seen its share of the prestige car market grow steadily, gradually transforming it from a generic 'Eurocar' into an established prestige auto marque. Research r ...

The Audi R8 was the marque's first entry in the high-end sports car sector. It was a narrow market, dominated by an all-powerful number one: the Porsche 911. A print, TV and online campaign aimed to b ...

Seat launched its new Altea XL in late 2006 into a crowded MPV market. The Seat marque appeals to a very specific group of drivers; generally, young, sporty men who see themselves as more adventurous ...

The smart fortwo aimed to combine appealing design with an affordable price. In 2007, it was reaching the end of the product lifecycle, and was ripe for reinvention. The new model was released in Marc ...

The Nissan Qashqai marked an attempt by the auto manufacturer to revive its declining business and to add some clarity to its weakening brand. The launch campaign for the Qashqai - a combination of a ...

In 2006-07, Goodyear was under increasing amounts of pressure from aggressive competitors and newly emerging Asian brands. The tire market was also a low-interest category, and Goodyear's communicatio ...

To promote the new Nissan Altima, the auto company established a campaign idea that sought to produce a direct connection with consumers. Mock sets of keys were left behind in venues for consumers to ...

Every All Terrain Vehicle (ATV) manufacturer claims to make the toughest machine, meaning that ownership of the term in the mind of consumers is difficult to achieve. Alongside having a relatively sma ...