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Article

Explores whether advertisers may be better served reaching consumers on the basis of digital media context.

Case Study

Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.

Article

The Univision Creator Network (UCN), an influencer-marketing unit of media company Univision, believes that online content creators can offer unique benefits from a marketing perspective.

Article

Toyota, the automaker, is attempting to transform the future of retail by making mobile commerce apply to actual stores, and not just devices.

News

CANBERRA: Sales of sport utility vehicles (SUVs) have overtaken those of traditional passenger cars in Australia for the first time, in a development that the country’s official automotive body has described as a “demonstrable shift in ...

Article

This article explores the current thinking and reading on multinational marketing, a necessarily complex pursuit that demands innovative approaches to strategy, as brands travel across cultures.

Research Paper

Discusses what problems marketers may face when using virtual reality technology in the automotive category by evaluating results from research in Germany that compared a VR showroom with a real studio.

Research Paper

This paper explains how the BBC conducted research to evaluate the role of different emotions in content marketing, and shows that neuroscience technology plays an important role in measuring content effectiveness.

Case Study

This case study shows how Toyota's brand, RAV4, re-established its credentials in the SUV category to rejuvenate the declining brand in the Australian automotive industry.

News

HOLLYWOOD, FL: Carmaker Mazda is seeking to reach "premium" consumers – a group it defines in terms of engagement and meeting certain psychographic criteria, rather than only using financial metrics.

Article

This event report outlines how Mazda, the automaker, has rebuilt its brand for the digital age.

Article

This article shows how Supercheap Auto, an Australian automotive accessories brand, used sponsorship of the Bathurst 1000 race to create an experiential retail success second only to Christmas in sales revenue.

Research Paper

This article looks at how the use of heuristics in ads can predict the effectiveness of campaigns, suggesting they are important in decision-making.

Case Study

This case study shows how Nissan, a car brand, successfully increased sales by engaging some of its core customers in unusual locations in Japan.

Article

This event report outlines how McDonald's, the restaurant chain, is transforming its brand to serve consumers' evolving tastes.

Case Study

This case study describes how Volkswagen, the car manufacturer, promoted its new Jetta model in Malaysia with an organic influencer strategy.

Article

This article helps agencies, brands and media owners understand the growing trend of chatbots, automated tools which can serve various consumer needs.

News

SYDNEY: Australian consumer confidence has dipped amid uncertainty over the outcome of Sunday's general election but it remains above the long-term average.

Gunn Report

A selection of mini case studies of creative work featured in the Gunn Report 2016, briefly outlining the commercial effectiveness of the campaign.

Case Study

This case study describes how Volkswagen, a mid-range car brand in Hong Kong, created a test drive campaign to bring the brand experience to new drivers.

News

LONDON: Volkswagen has announced that 1.2m vehicles in the UK could be affected by the software used to rig diesel emissions tests and is setting up a "self-serve" process for owners to see if their car is one.

News

SOUTHFIELD, MI: More than half (52.8%) of US car buyers kept to the same brand when buying a new vehicle in the first quarter of 2015, the highest loyalty rate for a decade, according to analysis of recent car sales.

Case Study

This case study explains how Volkswagen increased test drives and sales of its new Polo car model in Hong Kong by helping newly qualified drivers improve their skills and gain confidence.

News

AUSTIN, TX: Mazda USA, the auto marque, is now directing the majority of its marketing efforts through digital channels, reflecting the rapidly changing habits of consumers.

Article

This event report addresses how Mazda USA, the automaker, is leveraging digital media to engage consumers, whether they are actively looking to buy a car or not.