Automotive

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What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

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

Audi: Beauty and brains: How we supercharged the Audi premium 2015-2018

Rankings • WARC Effective 100, 2019

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs, demonstrating how the beauty and intelligence of its cars overpowered speed.

Audi: Clowns

Rankings • WARC Creative 100, 2019

Car manufacturer Audi released a TV and cinema commercial to promote its intelligent in-car technology in the UK.

Genesis: Genesis x Refinery29 x Inc

Case Study • Finola Austin, Drew Kerr, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Genesis, the luxury vehicle division of vehicle manufacturer Hyundai, achieved a brand lift by generating awareness, familiarity, and preference among professional women aged 25-54 in the US.

Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.

Lincoln uses 360-degree video to drive engagement

News • 20 November 2018

Lincoln, the luxury vehicle brand, helped build engagement and excitement around its 2018 Navigator vehicle with a 360-degree video that could also be viewed in virtual reality.

Lincoln accelerates engagement with 360-degree video and virtual reality

Article • Stephen Whiteside, Event Reports, MMA Innovate Conference, October 2018

Lincoln, the auto marque, successfully leveraged 360-degree video and virtual reality (VR) in launching its 2018 Navigator sports utility vehicle.

Mercedes-Benz Linkedin Lead Gen Case

Case Study • MMA Smarties, Silver, Turkey, 2018

Mercedes-Benz, an automotive brand, launched lead gen forms on LinkedIn to promote its Mercedes-Benz GLA to its target audience in Turkey.

Mercedes-Benz Programmatic Dynamic Audio

Case Study • MMA Smarties, Gold, Turkey, 2018

Mercedes-Benz, an automotive brand, promoted its brand to residents and holiday-goers in Alaçatı, Turkey, by launching a dynamic audio campaign to encourage visits to its pop-up store.

Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.

Audi Spain: Ever After

Case Study • Direct Marketing Association - US, Bronze, 2018

Audi, an automotive brand, launched a sequel to it’s the Doll That Chose to Drive ad in Spain by releasing a short film that broke the traditional stereotypes of a fairytale.

Lincoln's Enhanced Build & Price Experience

Case Study • MMA Smarties, Bronze, North America, 2018

Lincoln, a luxury car brand, redesigned its online pricing tool to increase leads in Lincoln dealerships.

The Lincoln Way App

Case Study • MMA Smarties, Gold, North America, 2018

Lincoln, a luxury vehicle brand, launched an app for its consumers to keep them connected to their vehicle to foster a personal connection with the brand.

Lincoln Navigator 360 VR

Case Study • MMA Smarties, Gold, Global, 2018

Luxury vehicle brand Lincoln crafted a 360 virtual reality experience in the US to allow potential buyers to test a vehicle in various climates and road conditions.

The all-new BMW.com

Case Study • MMA Smarties, Gold, Global, 2018

Automaker BMW redeveloped its website as a global content hub to attract new audiences.

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.

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.

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.

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.

Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.
Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
What’s working in mass-market auto

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the mass-market auto category.
What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

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