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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.

Article

Looks at the main elements for a successful digital brand campaign.

Article

Success with data all hinges on brands knowing how to apply it on a human level, otherwise it is at risk of becoming a blunt tool, resulting in communications that are over-personalised and lacking in relevance.

Case Study

Volkswagen successfully relaunched its Beetle car model in India with a nostalgic online video.

News

LONDON: There are four distinct types of family in the UK whose purchase decisions and spending habits are influenced more by attitude than traditional demographic or financial models, according to new research.

Case Study

This case study shows how car brand Škoda Auto created an immersive installation as a way to introduce its environmental program in the Czech Republic.

Article

This article discusses how emotional influencing in brand building campaigns is being increasingly explored and adopted as a key strategy for long-term customer engagement.

Case Study

This case study details how SkoFIN, the Czech financier of new cars, changed its name to Volkswagen Financial Services in line with the rest of Europe, without losing the typical amount of sales from a name change.

Case Study

This case study describes the launch of a new Opel Astra car model in Germany and Spain, targeting social climbing, high income men.

News

SYDNEY: Australia's consumer watchdog is taking legal proceedings against Volkswagen and will seek corrective advertising from the automaker over its "deceptive conduct" in regard to the rigging of diesel emission tests.

Article

This article explores the rise of multiscreening, and the techniques and methods through which advertising across platforms can be measured for effectiveness.

Article

This short article discusses the rising trend for True Self measurement, technology that allows the user's subconscious opinions and emotions to inform a personalised experience.

Article

This article identifies four common ways that behavioural science can inform the creative process to deliver surprises that can fuel advertising campaigns.

Case Study

This case study demonstrates how Skoda, the automotive brand, reversed falling sales and lack of popularity through a social media campaign.

Case Study

This case study describes how in Germany Daimler AG stimulated interest in an ageing model of smart car boosting sales by highlighting its shortcomings.

Article

This event report explores the divide between people marketers who believe 'brand love' is possible and helps to increase sales, and those who think getting noticed and building penetration is most important.

News

LONDON: The fashion for adding corporate branding to the campaigns of individual brands – pace Unilever and Procter & Gamble – runs counter to consumers' desire for brands offering a human dimension, a leading industry figure has argued.

Article

This article argues that when it comes to corporate branding, marketers need to move away from cold-corporate branding to more human brands with unique personalities.

Article

This article considers what marketers can learn from the ideas, characters and storytellers of Disney-Pixar.

Case Study

This case study describes how Tata Motors developed a successful brand match between their Safari Storme SUV and popular TV series 24 to increase their presence in India's automobile market.

Case Study

This case study demonstrates how Renault's launch of its new Dacia car brand into the UK market overcame prejudice directed at cheaper cars to deliver the best first year result ever recorded by a new car brand.

Case Study

This case study demonstrates how Skoda, the automotive brand, relaunched its Octavia model in India to reverse a market share slump.

News

HONG KONG: China has lost none of its appeal for major automakers despite a slowing economy, with brands such as Skoda and Infiniti seeking to boost sales and their market share in the country.

News

LEEDS: Almost one third of all UK shoppers are interested in the Tour de France, while leading brands are planning to target local communities during the cycle race which starts this weekend.

Article

This article explores the success of automotive advertising in the UK by analysing a range of winning IPA Effectiveness case studies.