Automotive

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Renault: The first ever car catalogue made by kids, for kids

Case Study • Direct Marketing Association - US, Runner Up, Best Use of Direct Mail, 2017

Renault, an automotive brand, launched the new edition of its flagship model, the Renault Scenic, in Spain by producing two brochures, one for adults and one for kids.

Renault: Business Booster

Case Study • WARC Media Awards, Effective Use of Tech, 2016

This case study describes how car-maker Renault used a dedicated app and branded entertainment to launch its commercial vehicles range in Italy.

Honda Odyssey: Be our best critic

Case Study • The Communications Council, Bronze, Australian Effie Awards, 2015

This case study describes how Honda launched its Odyssey car model in Australia by soliciting honest reviews from ordinary people.

Kia Carens: Growing up can be fun

Case Study • European Association of Communications Agencies, Silver, Euro Effies, 2014

This case study describes how Kia, a car manufacturer, promoted its Caren model by targeting a 'progressive modern mainstream mindset' in family car purchase in the UK.

Fiat 500: The motherhood feat

Case Study • Malcolm White, Account Planning Group - (UK), Shortlisted, Creative Strategy Awards 2013

This case study describes how Fiat, the car manufacturer, created an online video to promote its Fiat 500L model, targeting UK mothers.

Volkswagen Sharan: Magic

Case Study • European Association of Communications Agencies, Bronze, Euro Effies, 2011

Automotive manufacturer Volkswagen wanted to revive its 15-year-old Sharan family car model, which had suffered from declining sales in the past few years, partly fuelled by the decline in sales in the car industry.

Toyota: Swagger Wagon viral video

Case Study • Effie Worldwide, Silver, North America Effies 2011

Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception.

Toyota: Mommy Like/Daddy Like

Case Study • Effie Worldwide, Silver, North America Effies 2011

Minivans have always gotten a bad rap, but with the redesigned Sienna, Toyota is changing that perception.

Perodua: Car one moment, MPV the next

Case Study • Cindy Lim (main author) and Tai Kam Leong (contributing author), WARC Prize for Asian Strategy, Entrant, 2011

A new multi-purpose vehicle (MPV) from Perodua's main rival, Proto, was single-handedly propping up the Malaysian automotive category.

Renault Espace: Digital - '360Â°' (France)

Gunn Report • Gunn Creative, 2011

Contains the digital creative '360Â°' for Renault Espace by the agency Publicis Conseil/Marcel in France.

Volkswagen Campervan Escape

Case Study • Integrated Marketing Communications Council Europe, Bronze (Integrated Communication), IMC European Awards 2010

During the economic recession, automotive manufacturer Volkswagen was looking to promote its new-style campervans in the UK, for the first since time since 2003.

Toyota Sienna - How Mom & Dad Got Their Swagger Back

Case Study • Jay Chiat Strategic Excellence Awards, Silver, Social Media Strategy, 2010

Saatchi & Saatchi LA helped Toyota put some cool into the redesigned Sienna minivan with the 'Swagger Wagon' viral video.

Volkswagen Spacefox: Film - 'Dog-Fish' (Brazil)

Gunn Report • Gunn Creative, 2009

Contains the film creative 'Dog-Fish' for Volkswagen Spacefox by the agency AlmapBBDO in Brazil.

Seat – Altea XL: Toys

Case Study • European Association of Communications Agencies, Bronze winner, Euro Effies, 2008

Seat launched its new Altea XL in late 2006 into a crowded MPV market. The Seat marque appeals to a very specific group of drivers; generally, young, sporty men who see themselves as more adventurous than other motorists - values the Seat brand shared.

Toyota – Chili con car

Case Study • Integrated Marketing Communications Council Europe, Bronze, IMC European Awards 2007

Toyota launched a limited edition version of the Corolla Verso in Austria to coincide with its 35th anniversary in the country.

Toyota - Tacoma

Case Study • Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2006

Toyota's entry in the compact pickup segment began in 1995 with Tacoma. However, although it was highly regarded, Tacoma was never a contender as a sales leader, especially as, in contrast to the competition, from 1998-2004 it had virtually no advertising support, and the result was declining sales and market share.

Renault Espace: Film - 'Hector' (France)

Gunn Report • Gunn Creative, 2005

Contains the film creative 'Hector' for Renault Espace by the agency Publicis Conseil in France.

Toyota - Sienna Minivan Kids Rule

Case Study • Effie Worldwide, Effie Awards, 2005

The 'Kids Rule' campaign was brilliant in its simplicity, in the way it effectively communicated the simple idea that kids play an extremely important role when it comes to buying a car.

Nissan - Quest Minivan Launch Campaign

Case Study • Effie Worldwide, Effie Awards, 2005

Nissan's Quest minivan was a laggard in a segment that was not very exciting to begin with. The new Quest, however, was totally unique and different.

Toyota Sienna

Case Study • Institute of Communication Agencies, Canadian Advertising Success Stories 2004

The March 2003 launch of the 2004 Toyota Sienna was the opportunity to re-position the brand, taking advantage of a significantly improved product.

Volkswagen Sharan: Film - 'Condoms' (Mexico)

Gunn Report • Gunn Creative, 2002

Contains the film creative 'Condoms' for Volkswagen Sharan by the agency Gibert DDB in Mexico.

VW Sharan - from shopping trolley to shark

Case Study • James Hillhouse, Account Planning Group - (UK), Creative Planning Awards, 1999

Campaign in 1999 for the Volkswagen Sharan. Research to understand MPV owners described, leading to tighter targeting and a different approach from competitors (not what you can do with an MPV, but what it is like to drive one).

Ford Galaxy: Building brand value for Ford

Case Study • John Hawkins, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 1998

1995-6 launch campaign for Ford Galaxy into the MPV (People Movers) sector. Objectives: brand leadership in 1 year, volume target to beat Espace sales in 1994, build brand values, appeal to up-market audience.

Chrysler Minivans: The new originals. The launch of the 1996 NS series.

Case Study • Neale Halliday, Jack Daley, Bill Newbery and Neil McOstrich, Institute of Communication Agencies, Grand Prix, Canadian Advertising Success Stories, 1997

This paper describes the launch year of the new generation of Chrysler Minivans - the 1996 NS Series.

Reliant Metrocabs: Grabbing the Cab Driver (How Advertising Successfully Promoted a Promotion)

Case Study • Chris Rackaby, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1990

1989 relaunch campaign for the Metrocab, a new (glass-fibre) style of black cab, following its purchase by Reliant.

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 luxury autos

Article • WARC Category Intelligence, April 2018

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