In the context of declining sales and increasingly urban populations, is it wise for car brands to continue to pursue an ownership model that lumps the consumer with maintenance and parking costs when they might only use their vehicle once a day.
Domestic appliances and cars are two categories likely to see a boost in 2019 as the Chinese government seeks to address declining consumer confidence and slowing retail sales with a range of incentives.
Case Study•
Direct Marketing Association - UK, Bronze, 2018
Volkswagen Commercial Vehicles (VW), brand of light commercial vehicles, launched the Crafter Chassis Cab in the UK so that a business could convert the vehicle to suit their line of work.
Research Paper•
MRS Awards, Finalist, MRS Award for Applications of Research, 2018
Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.
Research Paper•
MRS Awards, Winner, MRS Award for New Consumer Insights, 2018
Bauer Media collaborated with fellow media owner companies Dennis Publishing, Haymarket Media Group and Immediate Media to attain new insight into how motoring media and car advertising affect car buying behaviour in the UK.
Case Study•
SABRE Awards, In2 APAC, Best Use of Innovative Technologies, 2018
Ford, an automotive brand, maintained a valued relationship with its dealers and encouraged test drives of its vehicles in China by launching an auto vending machine at a live Q&A event.
MUMBAI: India’s car market is adapting from a price focus to a greater emphasis on features, as disposable incomes of a growing middle class have reset priorities.
Article•
Outdoor Advertising Association of America, 2018
This report, conducted by Omnicom Media Group’s Benchmarketing, examines out-of-home ROI and media mix optimization for seven key product categories: Automotive, consumer electronics, CPG food & drink, retail grocery, retail – non grocery, finance and banking, and restaurants and coffee shops.
Case Study•
Alexandra de Smet, Mazher Abidi, WARC Prize for MENA Strategy, Shortlisted, 2018
Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.
Case Study•
MIXX Awards, Silver, Responsive Display Advertising, 2018
Audi, an automotive brand, increased the relevance of its ads, and traffic to its dealer sites in Germany, by creating a geo-targeted campaign that tailored ads based on the customer's journey.
Case Study•
SABRE Awards, North America, The SABRE Award for Superior Achievement in Reputation Management, 2018
Honda, a car manufacturer, launched an online campaign in Washington DC to demonstrate its contribution to wider societal issues, target its DC elite audience and improve perceptions of the brand.
Article•
Brian Carruthers, Event Reports, Advertising Week Europe, March 2018
The way we buy cars is changing, says Auto Express, a UK car magazine, and brands and editorial are increasingly working together to help consumers through a confusing landscape.
Article•
Reynold D’Silva and Aoi Tanaka-Ivanovic, WARC Exclusive, February 2018
Suggests how brands can take advantage of the online customer journey, especially social media, to inform automotive purchases, including examples of campaigns from India, Philippines, Korea, Australia and Thailand.
DETROIT, MI: Self-driving cars may grab the headlines, but reports from the Detroit Motor Show suggest the real shift taking place in the auto industry is the development of unexpected partnerships.
Article•
Crawford Hollingworth and Liz Barker, The Behavioural Architects, January 2018
Highlights the broad range of very different initiatives, all of them grounded in behavioural science, which all have the ultimate outcome of reducing fuel consumption.
NEW DELHI: Almost 90% of car sales in India are influenced by consumers going online to conduct research and watch videos, according to a new industry report.
Research Paper•
John Kiser and Narith Panh, ESOMAR, Big Data World, November 2017
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.
BEIJING/SINGAPORE: Brand trust is “currency” in China’s booming automotive category, according to a senior marketer at Uxin, an online automotive marketplace.
Research Paper•
Azize Şahin, Hakan Kitapçi, Erkut Altindağ and Mehmet S. Gök, International Journal of Market Research, Vol. 59, No. 6, 2017, pp. 707-724
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.
Article•
Low Lai Chow, Event Reports, Millennial 20/20 Singapore, October 2017
Building brand trust is vital in China's online automotive category, where local players are creating their category's own infrastructure at the same time as growing market share.
Case Study•
Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018
Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
Article•
Anna Hamill, Event Reports, Mumbrella360, June 2017
This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.
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