Effie Worldwide, Silver, North America Effies, 2017
This case study looks at how Chevrolet Canada, a small car brand, marketed to millennials by convincing them that Spark wasn't a car but the ultimate mobile device with the Chevrolet Spark Launch in Canada.
Integrated Marketing Communications Council Europe, Silver, 2016
This case study describes how Ford, the car manufacturer, launched the new Ford Focus in the Czech Republic by selling the car emotionally, using knowledge of the Czech, self-deprecating sense of humour.
Anna Hamill, Event Reports, Advertising Week Asia, May/June 2016
This article explains how Nissan Motors is using big data, analytics and marketing science in the automotive sector to measure campaign success, increase sales and evolve its brand for younger consumers.
Ken Zhang, WARC Prize for Asian Strategy, Entrant, 2015
This case study demonstrates how, against a backdrop of fierce competition and cultural change in China's small sedan segment, Chevrolet launched the third generation of Sail cars through emotional bonding.
Anna Hamill, Event Reports, Mumbrella360, June 2017
This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.
Robert Passikoff, Admap Magazine, April 2017, pp. 32-34
This article explains how predictive metrics can identify the changing ideals that consumers expect from their car and its high-contribution values, allowing marketers to gain a head start in the race for brand engagement.
James Champ, Admap Magazine, April 2017, pp. 14-15
This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.