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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.

Case Study

Neste, an energy company, successfully spread the message that renewable energy alternatives are already available today, not in the distant future with its ‘Pre-order the Future’ campaign in the UK and Finland.

Opinion

Electric cars are far from the future – they are part of now, as manufacturers and legislators take note.

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.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Opinion

Would anyone care if brands just disappeared? Four judges from the WARC Awards on what brand purpose is and what, at its best, it can achieve.

Article

This paper summarises knowledge and offers guidance and reading on ethnography, a research method where the researcher observes from the point of view of the subject of the study.

Research Paper

This paper describes a research project assessing the validity of virtual reality (VR) as a data collection tool for market researchers, using the example of conjoint analysis in the German automotive sector.

Article

This article explores the current thinking surrounding marketing on Pinterest, a social platform driven by users' interests - it has proven useful for consumers planning ahead for events or seeking inspiration.

News

GLOBAL: Volvo is to become the first major automaker in the world to phase out the combustion engine and launch models powered only by electric or hybrid motors.

Case Study

This case study explains how car company Volkswagen filmed a stunt and placed it on TV and social media to sell its Passat car model in Norway.

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.

Article

This article considers the advent of live-streaming - most visibly launched with Facebook Live in the past year - and what brands can do to ensure they use it correctly.

News

LONDON: Consumers in the UK now regard corporate governance and citizenship as more important to a brand's reputation than innovation, leadership or performance, a new report has found.

Article

This event report outlines how Universal Pictures, the movie studio, is making effective use of digital to reach consumers.

Article

This article covers how marketers can target India's poorest mobile phone users - the low average revenue per user (ARPU) demographic, multi-language programming and the impact of India's demonetization initiative on mobile marketing strategies.

Article

This event report describes how the multinational oil and gas company Shell faces increasing challenges, as margins are squeezed and competition increases; to differentiate, it learned to understand its customers better.

Case Study

This article presents a case study of how Hormel Black Label Bacon, a US-based label, created distinctiveness and originality for itself in a much-loved mega-category.

Case Study

This case study shows how Castrol, a motor lubricant brand, tapped into a niche consumer segment by creating its own community-based app in India.

Case Study

This case study details how Range Rover, a four-wheel drive SUV brand, supported its sales volume targets in the US through its Unparalleled Journeys campaign.

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.

News

SEOUL: Hyundai, the Korean automaker, is launching its first electric car just as the government is stepping up its efforts to promote electric vehicles, with expanded infrastructure and a range of incentives for consumers.

News

WOLFSBURG: Volkswagen, the troubled German automaker which suffered serious damage to its reputation following news last year that it rigged emissions test data, has announced a fundamental overhaul of its brand strategy.

News

NEW YORK: Volkswagen, American Apparel and Aéropostale are among the brands registering the lowest "emotional engagement strength" scores with US shoppers, according to a new study.