Automotive

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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.

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 • 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)

Rankings • WARC Creative 100, 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.

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.
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.