Automotive

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RAM Pro Master: Rapid Your Business Partner

Case Study • Marco Cordero, Yuridia Ruiz, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Automotive brand RAM launched a new small van model in Mexico by appealing to small business owners.

Peugeot VU: Advanced vehicle targeting

Case Study • Aaron Spijkers, Oskar Op de Beke, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Peugeot, the global automotive brand, used customer research data and programmatic buying to promote its cargo minivan product in the Dutch market.

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: 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.

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.

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)

Rankings • WARC Creative 100, 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)

Rankings • WARC Creative 100, 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.

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 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.

Renault Espace: Film - 'Hector' (France)

Rankings • WARC Creative 100, 2005

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

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)

Rankings • WARC Creative 100, 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.

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.