Automotive

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Launch of Hyundai Next Gen Verna – Cars are the New Gadgets!

Case Study • SABRE Awards, South Asia, Marketing to Consumers (New Product), 2018

Hyundai, an automotive brand, promoted its new Verna sedan vehicle by launching a tech-inspired national test-drive program in India to appeal to a new generation of customers.

Dodge Charger and Challenger: Crossing screens and driving sales

Case Study • Lisa Markou, WARC Awards, Entrant, Effective Innovation, 2018

Dodge, the car manufacturer, used a cross-screen campaign to increase sales in the US.

Fiat Egea: From inside the plot

Case Study • Ulas Bozan, Baris Turer, Oya Kaya et al., WARC Media Awards, Bronze, Effective Use of Tech, 2017

Fiat Egea, the car brand, used a partnership with TV series İçerde and an interactive second screen experience to support its brand positioning.

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.

Toyota Prius taste driving

Case Study • SABRE Awards, Gold, Asia-Pacific, 2017

Toyota, the car company, used a PR strategy to provoke a debate and get more people in Japan to test drive its new Prius car model.

Volkswagen Trailer Assist: The Reversed Trailer

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study explains how car company Volkswagen filmed a stunt and placed it on TV and social media to sell its Passat car model in Norway.

Renault: An SMS that delivers video for a fraction of the cost of an MMS

Case Study • Direct Marketing Association - UK, Silver, Best use of mobile

This case study examines how Renault, an automobile company, advertised the launch of its new model Megane through mobile marketing in the United Kingdom.

Dacia Family Project

Case Study • OMD/Publicis Renault and Marketing Team, WARC Media Awards, Effective use of partnerships and sponsorships, 2016

This case study shows how Dacia, car brand, increased brand affinity in Italy via a family focused, sponsorship-based campaign.

Hyundai Tucson: Change is Good

Case Study • European Association of Communications Agencies, Finalist, Euro Effies, 2016

This case study explores how the South Korean car manufacturer Hyundai launched its new SUV across Europe with an emphasis on strength of character and a willingness to evolve.

Volkswagen Malaysia: Jetta Limited Edition Pop Up Party

Case Study • PMAA Dragons of Asia, Black Dragon, 2016

This case study describes how Volkswagen, the car manufacturer, promoted its new Jetta model in Malaysia with an organic influencer strategy.

BMW Group and BMW of North America: Eyes on Gigi

Case Study • MMA Smarties, Gold and Silver, 2016

This case study describes how BMW, a German car maker, used immersive and interactive video content to drive awareness of BMW M2 vehicles.

Volvo US: The Greatest Interception

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2016

This case study shows how Volvo, the automaker, raised its profile in the US with a Super Bowl campaign on a limited budget.

Vauxhall: Listening to Leads

Case Study • Direct Marketing Association - UK, Bronze 2015

This case study demonstrates how Vauxhall, the car manufacturer, used a data-led strategy to better target prospects and increase conversion.

Skoda Spain: 70 Guardians of Winter

Case Study • Direct Marketing Association - US, Gold, DMA International ECHO Awards, 2015

This case study demonstrates how Skoda, the automotive brand, reversed falling sales and lack of popularity through a social media campaign.

Hyundai Motor America: The Walking Dead chop shop app

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2015

This case study describes how Hyundai Motor America revived flagging interest in its marque amongst millennials by capitalising on zombie mania.

Honda Civic: Gol Gol/Civic Coupe Campaign

Case Study • Effie Worldwide, Finalist, North America Effies, 2015

This case study explains how Honda, the car manufacturer, created a social video to promote its new Civic model to millennial Hispanics in the US.

Honda Canada: Spring retail sales event

Case Study • Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015

This case study describes a Spring-time campaign in Canada by Honda, the car manufacturer, which launched its new season sales and countered negative price perceptions.

Honda Accord: Print - 'Confusing Arab', 'Confusing Iranian' and 'Confusing Indian' (Kuwait)

Gunn Report • Gunn Creative, 2015

Contains the print creative 'Confusing Arab', 'Confusing Iranian' and 'Confusing Indian' for Honda Accord by the agency Impact & Echo BBDO in Kuwait.

Toyota: The unexpected power of truth

Case Study • Jason Lonsdale, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Toyota took a different approach to car advertising with its Camry model in Australia, moving away from aspirational ads to celebrate everyday men and fathers as heroes.

i10: Creating a connected multi-screen world – the launch of the Hyundai i10

Case Study • Fiona Smith, WARC Prize for Innovation, Entrant, Warc Prize for Innovation, 2014

This case study describes how Korean car manufacturer Hyundai used a new method of synchronising TV and website activity to help reach the crucial 24-35 target market of second-screen viewers in Germany.

Skoda Octavia: The legend is back - bigger, bolder, better

Case Study • Sanjay Sharma and Arjun Paul, WARC Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Skoda, the automotive brand, relaunched its Octavia model in India to reverse a market share slump.

VW Passat: How a single spot can create a social phenomenon

Case Study • Joe Feldman and Jane Dorsett, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2012

This case describes how the automaker Volkswagen used a one-off commercial to launch its latest Passat model in the United States.

Volkswagen VW Passat: Pleasure Before Business

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2012

Volkswagen Australia wanted to use the launch of a new Passat model to inject some life into the medium-sized car segment, where marketing traditionally focused on communicating the cars' features to family-oriented, 'responsible' consumers.

Volkswagen VW Passat: The Force

Case Study • Cannes Creative Lions, Creative Effectiveness Lions, 2012

Volkswagen redesigned its Passat model for the US market, as it sought to become a high-volume player and move from 10,000 sales per year to 10,000 sales per month within five years.

Chrysler 200: Born of Fire

Case Study • Cannes Creative Lions, Winner, Creative Effectiveness Lions, 2012

With the launch of its new 200 model, Chrysler wanted to attract a dual audience: buyers nostalgic for the days when American cars reigned supreme and people who grew up buying imports.

What’s working in luxury autos

Article • WARC Exclusive, April 2018

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