Marketing to Men

All about the male mindset

Decision Making


European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Audi, the car manufacturer, promoted its Audi A3 Sportback car model by targeting young males (25-39 years) through different messages in different channels to increase sales in France, Italy and Germany.


European Association of Communications Agencies, Bronze, Euro Effies, 2014

The case study describes how Ford, a car manufacturer, promoted its new EcoSport model across Europe by focussing on its 'Applink' technology which allows drivers to sync their smartphone apps with the car.


European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Unilever launched Axe Apollo as an aspirational male grooming product that targeted males (18-20 years) in Germany, Austria and Switzerland who were seeking dating confidence.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Kia, a car manufacturer, promoted its Caren model by targeting a 'progressive modern mainstream mindset' in family car purchase in the UK.


European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how Hornbach Baumarkt, the German Hammer manufacturer, launched a limited addition 'must have' product that created such high demand that all the hammers sold out in three days in Germany and Austria.


European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Philips, an electronic shavers brand, used a combination of video stories to launch a new product and increase relevance amongst men aged 15-25 years in France, the Netherlands and Germany.


European Association of Communications Agencies, Grand Prix, Euro Effies, 2014

This case study describes how Playstation promoted its PS4 as the 'next gen' console of choice for the gaming specialist in France, Spain and the UK.


Stephen Whiteside, Event Reports, Northside Festival, June 2014

This event report discusses three trends that are reshaping online and offline retail, as outlined by Andy Dunn, ceo/co-founder of Bonobos, the ecommerce apparel group.


Matt Pearce and Michael Derepas, The Communications Council, Silver, Australian Effie Awards, 2014

This case study describes how Carlton Light, an Australian beer brand, targeted male beer drinkers with a down-to-earth campaign.

WARC RECOMMENDS


BEST PRACTICE

How to market to men

Practical tips, examples and recommended reading


WARC BRIEFING

Marketing to men

Theories and trends in successfully targeting men


CASE STUDY

Axe Excite: Returning To Universal Truths

The male-targeted Cannes Lions 2012 Grand Prix winner