Julian Earl, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study demonstrates how Renault's launch of its new Dacia car brand into the UK market overcame prejudice directed at cheaper cars to deliver the best first year result ever recorded by a new car brand.


Stephen Wallace, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Ford, the car manufacturer, used emotional advertising to attract new customers and increase its price point after rational appeals had pushed its price down in Europe.


David Edwards and Ollie Gilmore, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2014

This case study explains how Mercedes, the car manufacturer, changed its image as staid and conservative to become the fastest-growing car brand in the UK prestige sector.


Naofumi Akamine, Oscar Takahashi, Maryoli Alcala, Alfonso Carranza, Julio Ortega, Joe Gusukuma and Ider Cifuentes, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study explains how Toyota, the car company, introduced a subsidiary model in Peru, filling a gap within the SUV class within its brand portfolio.


Ben Essen and Farhann Cachra, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how Mini, the car manufacturer, attracted new customers by focussing on existing customers and their love for the brand in the UK.


Zhao Zhang, Tony O'Toole and Paul Simonet, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how Land Rover, the car manufacturer, took a new approach to marketing by focussing on shared experience and content for the launch of its Range Rover Sport model.


Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2014

This event report explores Nissan's emotionally-driven approach to marketing, which aims to foster a clear sense of excitement around the brand.


Linda Carlos, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Mercedes-Benz created a TV ad in the UK that used social interaction to drive the broadcast in real-time.


Linda Carlos, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Mercedes-Benz crowdsourced sound for a TV ad for its E-class car, following research that the found the sound of its engine had an emotional impact on drivers.

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