Jo Bowman, Event Reports, dmexco, September 2015
This event report looks at how automaker BMW is shifting its marketing emphasis away from its engineering prowess to include the benefits and fun of the technology it now incorporates in its cars.
Andreas Krasser, Warc Prize for Asian Strategy, Shortlisted, 2015
This case study describes how Volkswagen, a mid-range car brand in Hong Kong, created a test drive campaign to bring the brand experience to new drivers.
MMA Smarties, Silver, 2015
This case study explains how Mercedes-Benz, the car maker, engaged younger people with a 'build your own' tool for social platform Instagram.
MMA Smarties, Gold, 2015
This case study shows how Audi, a car manufacturer, created a direct mailing that used Bluetooth technology to create a mobile experience for its new Audi TT model.
MMA Smarties, Gold, 2015
This case study details how Volvo, the car manufacturer, used a virtual reality mobile app to generate interest around the launch of a new car model in the US.
Sam Williams-Thomas, Market Leader, Quarter 4, 2015
This article explores the technology solutions at the disposal of retailers today that will enable them to offer their customers highly personalised shopping experiences.
Felix Zoellner and Tobias Schaefers, Journal of Advertising Research, Vol. 55, No. 3, 2015
Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand. The authors of this study believe their work advances the limited research in this area by distinguishing between direct- versus indirect-price reduction and marketers' use of a "precondition"—i.e., promotions offering free gifts, trade-in incentives, or loyalty-program benefits.
Fred Beard, Journal of Advertising Research, Vol. 55, No. 3, 2015
U.S. service-brand marketers have a long history of going head to head using "strictly" comparative advertising. But how effective are such tactics? What are the outcomes that can occur when prominent non-professional brands directly target one another by name? Acknowledging a dearth of research on this topic, this study investigated the effectiveness of comparative advertising for a prominent service brand.
Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2015
This event report demonstrates how Nissan, the automaker, has put social media at the heart of its marketing efforts.