Fiona Smith, WARC Prize for Innovation, Entrant, Warc Prize for Innovation, 2014
This case study describes how Korean car manufacturer Hyundai used a new method of synchronising TV and website activity to help reach the crucial 24-35 target market of second-screen viewers in Germany.
Cannes Creative Lions, Creative Effectiveness Lions, 2012
Volkswagen Australia wanted to use the launch of a new Passat model to inject some life into the medium-sized car segment, where marketing traditionally focused on communicating the cars' features to family-oriented, 'responsible' consumers.
Ashwini Kamat, Deepa Jatkar, Aatika Ansari, Zarius Captain, Ankita Derasaria, Rohan Jadhav, Pooja Patil, Nova Das, Pradeepan Pacha and Girish Vyas, WARC Prize for Innovation, Entrant, 2012
This case describes how the automaker Volkswagen used the Indian Premier League (IPL) annual cricket tournament as a platform to grow its overall awareness levels and sales of its Passat model in India.
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.