Automotive

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Ford: Launching China’s first Super Test Drive auto vending machine

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.

How India's car buyers are changing

News • 31 July 2018

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.

OOH ROI and media mix optimization

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.

Infiniti: Gone in six days

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.

Audi Dealer campaign

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.

The world's best automotive campaigns and companies 2018

Gunn Report • Gunn Articles, May 2018

Looks into which automotive campaigns, along with the agencies that have worked on automotive campaigns, have performed best over the past year.

Building Honda's reputation in Washington, D.C. as the most effective foreign-owned carmaker

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.

How advertising and editorial work together in car magazines

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.

Automotive Marketing: Changing Gears in the Digital Age

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.

A glimpse at the car industry's future: collaboration

News • 22 January 2018

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.

How BE is helping us reduce our carbon footprint: Nudging travel energy consciousness

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.

89% of Indian auto sales are digitally influenced

News • 14 December 2017

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.

Is VR the auto industry's sleeping giant?

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.

Brand trust is 'currency' in China's auto category

News • 21 November 2017

BEIJING/SINGAPORE: Brand trust is “currency” in China’s booming automotive category, according to a senior marketer at Uxin, an online automotive marketplace.

Forum: Investigating the impacts of brand experience and service quality

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.

'Trust is currency': Navigating China's online automotive market

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.

Mobility in LATAM: Territory of big challenges

Article • Victor Fantauzzo and Estefanía Frontero, WARC Exclusive, November 2017

Explores the main challenges and tendencies regarding urban mobility that can be seen in Latin America.

Grupo Q: A tap away from freedom

Case Study • MMA Smarties, Finalist, LATAM, 2017

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: Programmatic accelerates Ford past IPL TV Sponsor

Case Study • MMA Smarties, Finalist, India, 2017

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.

Mahindra & Mahindra: Live Young, Live Free App

Case Study • MMA Smarties, Silver, India, 2017

Mahindra & Mahindra, an automotive business, launched its LYLF app in India to allow travellers to plan and share experiences whilst exploring.

mytaxi: Create everyday magic in city movement

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.

Mahindra & Mahindra: With You Hamesha App

Case Study • MMA Smarties, Finalist, India, 2017

Mahindra Automotive, an Indian car manufacturer, launched its With You Hamesha app in India to improve customer experience in the post-sales phase.

Otokoc Otomotiv - Avis: Yandex Navigation

Case Study • MMA Smarties, Silver, Turkey, 2017

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.

Somo and Audi A4 Virtual Showroom

Case Study • MMA Smarties, Finalist, UK, 217

Audi, the German car manufacturer, increased brand conversation by creating a VR showroom within the UK.

Automotive marketing needs a shake up

News • 25 September 2017

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.

Green Auto: An Electric Future

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.
5 steps to leave boring automotive ads behind

Article • Brooke Hemphill, Event Reports, Mumbrella Automotive Marketing Summit, September 2017

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.
Tesla builds brand awareness in Australia with zero paid media

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.
What the future of car marketing looks like

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.
Marketing automobiles: A revolution in car marketing

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.
How cars really get bought

Article • Rob Ellis, Market Leader, Quarter 2, 2015, pp. 42-44

This article draws on a new study to explain how cars are really purchased and illustrate the flaws in the dominant funnel purchase model.