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MPVs, minivans

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Case Study

This case study describes how car-maker Renault used a dedicated app and branded entertainment to launch its commercial vehicles range in Italy.

Case Study

This case study describes how Honda launched its Odyssey car model in Australia by soliciting honest reviews from ordinary people.

Case Study

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.

Case Study

This case study describes how Fiat, the car manufacturer, created an online video to promote its Fiat 500L model, targeting UK mothers.

Case Study

Automotive manufacturer Volkswagen wanted to revive its 15-year-old Sharan family car model, which had suffered from declining sales in the past few years, partly fuelled by the decline in sales in the car industry.

Case Study

Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception.

Case Study

Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception.

Case Study

A new multi-purpose vehicle (MPV) from Perodua's main rival, Proto, was single-handedly propping up the Malaysian automotive category.

Case Study

During the economic recession, automotive manufacturer Volkswagen was looking to promote its new-style campervans in the UK, for the first since time since 2003.

Case Study

Saatchi & Saatchi LA helped Toyota put some cool into the redesigned Sienna minivan with the 'Swagger Wagon' viral video.

Case Study

Seat launched its new Altea XL in late 2006 into a crowded MPV market. The Seat marque appeals to a very specific group of drivers; generally, young, sporty men who see themselves as more adventurous than other motorists - values the Seat brand shared.

Case Study

Toyota launched a limited edition version of the Corolla Verso in Austria to coincide with its 35th anniversary in the country.

Case Study

Toyota's entry in the compact pickup segment began in 1995 with Tacoma. However, although it was highly regarded, Tacoma was never a contender as a sales leader, especially as, in contrast to the competition, from 1998-2004 it had virtually no advertising support, and the result was declining sales and market share.

Case Study

The 'Kids Rule' campaign was brilliant in its simplicity, in the way it effectively communicated the simple idea that kids play an extremely important role when it comes to buying a car.

Case Study

Nissan's Quest minivan was a laggard in a segment that was not very exciting to begin with. The new Quest, however, was totally unique and different.

Case Study

The March 2003 launch of the 2004 Toyota Sienna was the opportunity to re-position the brand, taking advantage of a significantly improved product.

Case Study

Campaign in 1999 for the Volkswagen Sharan. Research to understand MPV owners described, leading to tighter targeting and a different approach from competitors (not what you can do with an MPV, but what it is like to drive one).

Case Study

1995-6 launch campaign for Ford Galaxy into the MPV (People Movers) sector. Objectives: brand leadership in 1 year, volume target to beat Espace sales in 1994, build brand values, appeal to up-market audience.

Case Study

This paper describes the launch year of the new generation of Chrysler Minivans - the 1996 NS Series.

Case Study

Peugeot launched the 806 in June 1994, thus marking its entry into the people carrier market. The advertising campaign, using television, posters, magazines and daily press also used children's press as children were targeted as the definitive audience and the advertising strategy revolved around role reversal between adults and children.

Case Study

1989 relaunch campaign for the Metrocab, a new (glass-fibre) style of black cab, following its purchase by Reliant.