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Key reading

Car buying

Researching the full purchase funnel: How cars really get bought

This article explains that the car-buying purchase funnel used by many marketers is flawed. It draws on a study which followed people through the entire car-buying process, tracking the effects of ads and test drives, along with the importance of word-of-mouth and online research.

Who is the typical car buyer?

Four consumer profiles for people buying cars based on different mixes of research and buying patterns.
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How automotive ads work

Andy Nairn explores the success of automotive ads by analysing a range of winning IPA case studies.

Driving digital success

Seven key digital themes in the automotive industry, including the recent rise of the 'connected car'.

Car brands: The road to riches fuelled by brand power

Why financial success for car brands depends on being meaningful, different and salient.




Latest case studies

Michelin PS4 Tyres: Road Stories with Michelin

This case study describes a campaign from Michelin, the tyre brand, in Turkey that defended its market leadership with a low-budget campaign that targeted the mass market via social media and support from influencers, rather than more expensive paid-for channels.

Nissan Controller

This case study shows how Nissan, a car brand, married the excitement of football with the brand's own technology by creating an entirely new gaming experience in Sweden.

Driving Brand Opinion for Nissan GB with the British Olympic Association and the British Paralympic Association

This case study shows how Nissan, a car brand, partnered with the UK Olympic and Paralympic teams to build brand awareness and increase sales.

Phoenix Petroleum: Gilas Pilipinas

This case study shows how Phoenix Petroleum, a fuel brand, increased sales and brand awareness by sponsoring one of the Philippines' biggest basketball teams.

Latest articles

How Jeep is helping Australians' spirit of adventure become a reality

This article describes how SUV brand Jeep launched a campaign in Australia that would drive people to their interactive website and increase sales for its Grand Cherokee.

China's Mega-App As a Storytelling Medium: Using WeChat as a research tool to empower consumer-centred insight

This paper argues that the influential and widely used Chinese app, WeChat, has created a distinct national digital mindset, specifically representing a unique narrative form that can be leveraged to gain more spontaneous and unmediated responses from Chinese consumers.

Changing gear: How BMW is staking its claim to the luxury end of the car market

This event report looks at how automaker BMW is shifting its marketing emphasis away from its engineering prowess to include the benefits and fun of the technology it now incorporates in its cars.

Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

Want to find out more? Contact us

Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com