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Lexus: Go all in

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, automotive brand Lexus launched a campaign to promote the new Lexus IS sports sedan.

Ford Focus: Chain Interactive Stories

Case Study • MMA Smarties, Bronze, EMEA, 2020

Ford Focus, an automobile brand, achieved a wide reach in Turkey with its interactive Instagram campaign.

Mercedes-Benz: A-Class Sedan

Case Study • MMA Smarties, Bronze, Turkey, 2020

Mercedes-Benz, an automotive brand, promoted its new A-Class Sedan model in Turkey by creating voice activated video ads that interacted with the car's new voice command feature.

Tata Altroz: A car that sells itself

Case Study • MMA Smarties, Bronze, APAC, 2020

Tata Altroz, an automobile brand, used a voice-based chatbot to establish itself as a challenger brand in India.

Volkswagen Polo & Beetle: Shop Volkswagen

Case Study • Lucas Yap, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Volkswagen, the automotive brand, used a category-first approach to sell cars through a social e-commerce platform in Malaysia.

Volvo: S60 Concept Store

Case Study • MMA Smarties, Silver, X (Global), 2020

Volvo, a luxury automobile brand, aimed to reposition itself in the sedan category in Brazil.

The Beetle: Abbey Road Volkswagen

Case Study • Joachim Thimsporr, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Car manufacturer Volkswagen created buzz in Sweden, and globally, for its Park Assist driving feature by 'fixing' the Beetle's parking on the cover of The Beatles' Abbey Road album in its 50th anniversary year.

Passat Alltrack 4Motion: The No Show Room

Case Study • Joachim Thimsporr, Elias Svedberg, WARC Media Awards, Gold and POE Award, Effective Channel Integration, 2020

Car manufacturer Volkswagen used a multichannel campaign based on a scavenger hunt to grow consideration and sales of its winter range of cars and in particular, its Passat Alltrack model in Sweden.

Tata Altroz: A Car That Sells Itself

Case Study • Team MullenLowe Lintas Group, WARC Awards for Asian Strategy, Entrant, 2020

Automotive manufacturers, Tata Motors, developed an AI-powered voice bot to guide potential car buyers through the purchase funnel in India.

Nissan Altima: Bio-Colour

Case Study • Garrett Olexiuk, Bhaskar Bateja, Remie Abdo, WARC Prize for MENA Strategy, Entrant, 2020

Car manufacturer Nissan Middle East attracted younger buyers to its Altima marque by giving them an opportunity to personalise their car colour based on their DNA, improving the brand's tech credentials and boosting sales in the United Arab Emirates.

Cadillac: CT5 ASMR Reveal

Rankings • WARC Media 100, 2020

Car manufacturer Cadillac reimagined the typical car launch by using ASMR to release its new CT5 model in the US.

Volkswagen: Bye Bye Beetle

Case Study • Eliza Poor, Jordan Heathfield, Delinda Pu, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Volkswagen announced it would be retiring its much-loved VW Beetle, so it launched a farewell event in China to give the Bug one last sales push.

Renault Turkey: Rennovative Test Drive

Case Study • MMA Smarties, Finalist, X (Global), 2019

Renault, a car brand, successfully increased its rate of Megan Sedan test-drives by partnering with a home-delivery app and enabling Turkish users to schedule their test-drives at a location and time of their choosing.

Cadillac CT5 ASMR Reveal

Case Study • MMA Smarties, Gold, North America, 2019

Car manufacturer Cadillac used Autonomous Sensory Meridian Response (ASMR) videos on social media to launch its CT5 model in North America.

BMW 4 Series: Addressable TV

Case Study • MIXX Awards, Silver, Programmatic Advertising, 2019

BMW, an automotive brand, ran a data-oriented programmatic addressable TV campaign in Turkey to encourage consumers to fill out forms and visit a BMW dealer.

Renault: Rennovative Megane Sedan test drive campaign

Case Study • MIXX Awards, Silver, Direct Response/Lead Generation Campaign, 2019

Renault, the car manufacturer, increased the number of test drives it was conducting in Turkey by partnering with mobile app Getir to make the experience an instant one.

Audi: A Sedan Re-Imagined

Rankings • WARC Media 100, 2019

Audi, the car company, used an AR experience to promote its new A5 model in Canada.

Kia Cadenza: Luxury Transformed

Case Study • Caryn Wiley-Rapoport, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Automobile brand Kia created a live immersive experience, supported by digital, social and search, to raise awareness and drives sales of its Cadenza model in the US.

Renault: Megane Sedan Test Drive

Case Study • MMA Smarties, Best in Show, Turkey, 2018

Renault, the car manufacturer, increased the number of test drives it was conducting in Turkey by partnering with mobile app Getir to make the experience an instant one.

ŠKODA x Handsome Dancer "CoinciDance" Campaign

Case Study • Dragons of Asia, Best Marketing Discipline Campaign, Bronze, 2018

ŠKODA, an automotive brand, used comedic online video to boost brand awareness and capture attention to trigger emotional connections at a local level in Taiwan.

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 Awards 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.

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
What’s working in automotive

Article • WARC Category Intelligence, March 2021

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

Article • WARC Category Intelligence, September 2019

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

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.
Audi: The value of Vorsprung durch Technik over four decades

Case Study • Institute of Practitioners in Advertising, Gold and Best Dedication to Effectiveness, IPA Effectiveness Awards, 2020

Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.