Case Study
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MMA Smarties, Finalist, LATAM, 2018
Volkswagen, an automaker, partnered with navigation app Waze to increase brand recall in Brazil through offer awareness promotion.
Research Paper
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MRS Awards, Winner, MRS Award for New Consumer Insights
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.
Research Paper
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MRS Awards, Finalist, MRS Award for Applications of Research
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.
Case Study
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MMA Smarties, Bronze, North America, 2018
Northern California Honda Dealers (Honda NorCal), a car dealership, was able to reach Hispanic consumers via a combination of mobile and OOH ads.
Case Study
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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.
News
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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.
Article
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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
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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
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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.
Gunn Report
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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.
Case Study
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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
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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
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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.
News
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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.
Article
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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.
News
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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.
Research Paper
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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.
News
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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.
Research Paper
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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
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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.
Article
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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.
Case Study
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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.
Case Study
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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.
Case Study
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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.
Case Study
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MMA Smarties, Finalist, UK, 217
Audi, the German car manufacturer, increased brand conversation by creating a VR showroom within the UK.
