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.
Grupo Q, the largest automotive retail and auto service company in the region of El Salvador, Honduras, Nicaragua, Guatemala and Costa Rica, reached its business objectives with innovative media advertising.
Ford India, a car brand, increased visibility during its cricket season by creating a mobile campaign that sent its video ads to Indian smartphone users.
Case Study•
MMA Smarties, Best in Show, Spain, 2017
Mytaxi, the first taxi app present in Europe, developed an app to connect passengers with drivers in Spain and reduce traffic jams and pollution, making cities more efficient and sustainable.
Avis, a car rental business, developed a campaign in Turkey to reach customers on a large scale using the audio advertising feature in coordination with Yandex navigation.
SYDNEY: Auto brands in Australia must think beyond product features in favour of what their audiences are actually interested in to remain relevant, according to an agency creative director.
SYDNEY: The automotive category is Australia’s largest and fastest growing for media spend with TV and programmatic on the rise as social media spending remains flat.
This article outlines the challenges of brand differentiation in the automotive category and offers five steps agencies can adopt to create original and exciting automotive advertising.
BOSTON: Car manufacturers may need to rethink their approach to in-car connectivity as new research shows consumers are frustrated with existing touchscreen and voice-based in-car systems which are lagging behind mobile devices.
Article•
Ebiquity Insight, Ebiquity, September 2017
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.
This article outlines the challenges of brand differentiation in the automotive category and offers five steps agencies can adopt to create original and exciting automotive advertising.
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.
Article•
James Champ, Admap Magazine, April 2017, pp. 14-15
This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.
Article•
Colin Grimshaw, Admap Magazine, April 2017, pp. 3-3
This article introduces a series of papers on marketing automobiles: the different ways that automobiles are marketed and how this will change in the future.
