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Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

Research Paper

This study examines the impacts of brand experience (BE) and service quality (SQ) on behavioural intentions (BI) via brand trust (BT) by developing an empirical model, building on recent advances in service quality and assessing relationships between brand experience, service quality and brand trust.

Research Paper

Brands need to address bias by developing empathy and approaching every stage of a project with empathy at the forefront of their minds, not merely as an add-on or afterthought.

Case Study

Volkswagen India, the car maker, addressed the emissions scandal that had affected the brand's reputation globally with a social media campaign featuring ordinary Volkswagen owners.

Case Study

Volkswagen launched its new Ameo car model in India with an emotional campaign that appealed to young first-time car buyers with a coming of age story.

Article

This report explores the evolution of Green Auto, looking at sales and consumer support for hybrid, electric and battery-powered cars, as well as how communications have changed within the industry.

Case Study

This case study shows how the Football Federation of Australia aimed to encourage people to support a Hyundai A-League (HAL) team in order to help its overall vision of making football the largest sport in Australia.

Research Paper

This study examines how advertisement typicality influences the capacity of sponsorship to transfer an image from a sporting event to a brand overtime.

Article

This article describes the ways in which brands, such as Hyundai and NASCAR, have successfully interlaced environmental messages into their marketing.

Opinion

In light of the UK Advertising Standards Authority’s proposed tougher regulation of campaigns featuring harmful gender stereotypes, System1’s Tom Ewing suggests that the impact will lead to better advertising, but warns that bad ads could still come through other channels.

Case Study

This case study describes how car-maker Volkswagen created an online and print campaign, using real-life advocates, to change its brand narrative in India.

Case Study

This case study shows how car brand Tata Motors orchestrated a social media campaign that gathered millions of Indian followers without disclosing any details of its new car.

Article

This article looks into why further investing in branding is important for B-to-B marketers as the lines between B-to-B and B-to-C continue to blur.

Article

This article outlines how electric vehicle brands such as Nissan and Toyota are raising the game in automotive advertising, using new technologies and innovative approaches.

Article

This article examines the two top shared auto ads from the 2017 Super Bowl through a testing tool that includes biometric, neurological, emotional and audio testing, leading to a better understanding of the business impact of the broadcasts.

Article

This article considers what automotive brands need to do to achieve cut-through in an age of borderless digital content, looking at examples of 'blockbuster marketing' through campaigns such as BMW's The Hire.

News

NEW DELHI: Amazon, the US e-commerce giant, has been named the most mobile-ready brand in India, while auto brands also fared well in the Indian segment of a worldwide study.

Case Study

This case study describes how Nissan, the automobile manufacturer, increased its share of the Crossover Utility Vehicles (CUV) market in Canada through the #conquerallconditionscampaign.

Case Study

This case study details how Shock Top, a brand of craft white ale, adapted its tactics used in Canada to reinvigorate the brand in the United States.

Article

This article shares how some of the world's biggest brands are embracing Chinese New Year in 2017, with augmented reality, traditional culture on-demand, live video and seasonal product lines headlining.

Article

This event report outlines how Amazon is seeking to extend the presence of Alexa, its voice-activated digital assistant.

News

SYDNEY: Fox Sports and News Corp Australia have secured a A$346m broadcast rights deal with the Football Federation Australia (FFA) that represents the biggest investment of its kind in Australian soccer.

Case Study

This case study describes how Honda, the automaker, engaged Australians by inviting them to critique its Odyssey people-mover; this reinvigorated the model and rebuilt trust in Honda.

Case Study

This case study explores how the South Korean car manufacturer Hyundai launched its new SUV across Europe with an emphasis on strength of character and a willingness to evolve.

Research Paper

This paper explores the applications of big data for new out-of-home measurement, using new technology to access new cost-effective methods of measurement.