Nigel Hollis, Warc Exclusive, July 2014

This article argues that over-reliance on price promotions kills profit and brands, and suggests some ways in which brands can build a premium price positioning.


Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2014

This event report explains how MINI, the auto marque owned by BMW, connected with its brand enthusiasts and maximised a budget smaller than many of its competitors' when launching the 2014 Cooper Hardtop.


Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This UK campaign, for luxury automaker Mercedes-Benz, used social media to overturn negative perceptions about the brand.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign by Toyota to promote its AQUA eco-friendly car model in Japan, using visible social action projects to enhance its environmental credentials and increase sales.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study demonstrates how Volkswagen, the car manufacturer, regained relevance in China to grow purchase intent and sales.


Case Study

Volvo FH launch
Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Volvo Trucks used a piece of online video to maximise global interest in the launch of its new FH model, months ahead of its actual availability in local markets.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how Ford promoted its car dealership repairs centres in Canada by encouraging people to be wary of 'unknown' parts provided by non-branded centres.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study details a corporate social responsibility (CSR) campaign in New Zealand by Mini, the car brand, which supported the Society for the Prevention of Cruelty to Animals (SPCA) which a drive to increase adoption of shelter dogs.


Michael T. Ewing, David B. Stewart, Dineli R. Mather and Joshua D. Newton, Journal of Advertising Research, Vol. 54, No. 2, 2014
Few marketing campaigns purely are viral. Most comprise both viral (peer-to-peer transmission) and non-viral (firm-initiated transmission) components.

WARC RECOMMENDS


RECOMMENDED CASES

Automotive

Warc's pick of the most effective automotive case studies


ADMAP

Marketing cars

A focus on automotive for the February 2013 issue


TRENDS

Connected Cars

What mobile is bringing to the world of motoring


CASE STUDY

Chrysler: Born of Fire

2012 Cannes winner ignites pride in an auto icon


ADMAP

How automotive ads work

Analysing award-winning campaigns for best practices