Automotive | WARC

Article • WARC Exclusive, April 2018

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

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

Mercedes and BMW find success in India

News • 09 October 2017

NEW DELHI: Mercedes Benz, the German luxury car maker, has recorded its best ever sales in India for the first nine months of 2017 after selling 11,869 units, representing 19.6% growth on the same period last year.

Mercedes-Benz Australia: Repurchase Campaign

Case Study • Direct Marketing Association - US, Runner Up, Automotive, 2017

Mercedes-Benz, an automotive brand, launched a repurchase campaign in Australia to encourage customers to become more loyal to the brand.

Nissan India: Look it's a car…it's an emoji…it's the Nissan GT-R

Case Study • MMA Smarties, Finalist, India, 2017

A bespoke Twitter emoji helped Nissan, the Japanese automobile manufacturer, increase awareness in India of its GT-R supercar.

Ford Otosan: GT Haptic Video

Case Study • MMA Smarties, Gold, Turkey, 2017

Ford, a car brand, released a mobile campaign in Turkey to showcase the performance of its new GT model and attract consumers to the Autoshow 2017, through a video using advanced technology to provide viewers with the feeling of driving a Ford GT.