Automotive

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What’s working in luxury autos

Article • WARC Exclusive, April 2018

Global strategies, campaign updates and trends in the luxury auto category.

Mercedes-Benz Star Fund World Heritage Sites Sustainable Livelihood Project

Case Study • SABRE Awards, Gold, APAC, Automotive, 2018

Mercedes-Benz Star Fund, a philanthropic organisation, deepened its cooperation with UNESCO by initiating the first World Heritage Sites Sustainable Livelihood Project in China.

Porsche boldly uses LinkedIn as its corporate communications platform

Case Study • SABRE Awards, In2 APAC, Best Use of Global Social Networking Platforms, 2018

Porsche, an automotive brand, promoted its company image among auto and technology professionals in China by deploying LinkedIn as its corporate communication vehicle through page redesign and engaging content.

Ford Motor Company: How we sold a Muscle car to the masses

Case Study • The Communications Council, Silver, Australian Effie Awards, 2018

Ford, a car manufacturer, was able to market its Mustang model to a wider audience in Australia by using highly contextualised ads to target consumers during everyday moments.

BMW's Korean woes continue

News • 16 August 2018

SEOUL: BMW’s problems in South Korea continue as, following a spate of fires and the recall of more than 100,000 vehicles for safety checks, the government has indicated it will require owners of unchecked BMWs to stop driving them.

BMW Russia: Giving Way

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

BMW Russia, an automotive brand, increased brand awareness in Russia by creating a free toll on a busy highway in Moscow for BMW, and its competitors', customers.

BMW: Road to Coachella

Case Study • AME Awards, Finalist, 2018

BMW, a car manufacturer, launched the Road to Coachella campaign in the US to successfully showcase its partnership with the Coachella festival.

Mercedes-Benz: Meet Kamal - The world's best auto salesman

Case Study • AME Awards, Finalist, 2018

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to increase awareness among the Generation Y consumer.

Lexus IS: Platforms of expression for a shareworthy life

Case Study • AME Awards, Gold, 2018

Lexus, an automotive brand, leveraged its entry-level sedan, IS, through a social campaign that engaged a younger, affluent target in the US.

Porsche: Panamera O2O brand repositioning

Case Study • AME Awards, Finalist, 2018

Porsche, a car brand, launched the Ode to Joy campaign to increase awareness of the Panamera model in China.

Mercedes-Benz: From Facebook to the front seat

Case Study • AME Awards, Finalist, 2018

Mercedes-Benz, a global automobile marque, launched a campaign in the UAE to engage and reach young consumers.

Jeremy Bullmore: A 20th century lesson for 21st century brands

Opinion • Jeremy Bullmore, May 2018

Jeremy Bullmore, described by Campaign as “Adland’s greatest philosopher”, has contributed an essay to WPP’s Annual Report for more than a decade.

Econometrics delivers ROM for Audi

Article • Brian Carruthers, Event Reports, Advertising Week Europe, March 2018

Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.

BMW: The Ultimate Data Machine

Case Study • Halie Burgess, Lucy Zheng, Laura Tumulty, Bill Ott et al., WARC Awards, Shortlisted, Effective Innovation, 2018

BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.

BMW: 'Ultimate Giving Pleasure' (Russia)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'Ultimate Giving Pleasure' campaign for BMW by the agency FCB in Russia.

Jaguar Land Rover XE – Ready to Rule

Case Study • Mahek Chhaya, Ravishankar Subramanian and Preeti Mascarenhas, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2017

Compact executive car Jaguar Land Rover XE was successfully promoted in India through a partnership with a TV broadcaster and engaging inspirational influencers.

Audi's clowns are no joke

News • 03 January 2018

LONDON: Audi’s ‘Clowns’ campaign marked a departure for the auto marque but early brand metrics are looking promising according to the agency that developed the work.

Send in the clowns: Audi shows off its intelligent cars

Article • Lucy Aitken, WARC Exclusive, December 2017

As cars evolve, so too does their marketing and traditional product-led advertising is giving way to a new approach as in-car technology takes centre stage.

Land Rover: Ben Ainslie Racing

Case Study • Ali O'Reilly, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2017

Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.

Ford Ireland: Mustang Run

Case Study • Integrated Marketing Communications Council Europe, Gold, 2017

Ford, an automotive brand, advertised the launch of its newly redesigned Mustang in Ireland by partnering with Chad McQueen, a racing car driver and son of iconic Mustang driver Steve McQueen.

Lexus UK: Prime Your Senses

Case Study • Direct Marketing Association - UK, Gold, 2017

Lexus UK, an automotive brand, created an experience purely through sound to advertise its new LC model car in the UK.

French carmaker PSA aims high in China

News • 10 November 2017

SHANGHAI: PSA Group, the maker of the Peugeot, Citroen and DS car marques, plans to ditch its image as a budget brand in China and instead concentrate on offering SUVs and other non-compact cars for high-end Chinese consumers.

Jaguar XE: Ready to Rule

Case Study • Preeti Mascarenhas, Baljeet Singh and Ravishankar Subramanian, WARC Prize for Asian Strategy, Entrant, 2017

Car manufacturer Jaguar Land Rover used TV branded content, digital and social media to launch its XE model in India.

Volkswagen: The return of the lovebug

Case Study • Mou Roy, Ankur Kapoor, WARC Prize for Asian Strategy, Entrant, 2017

Volkswagen successfully relaunched its Beetle car model in India with a nostalgic online video.

Honda NSX: Original Must Be Done

Case Study • Fiona Lenahan, Rory Gallery, Chris McKibbin, Account Planning Group - (UK), 2017

Honda, a car brand, launched the Honda 'NSX' Supercar by creating 1600 films for each and every owner in the US.

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.