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Globe-Traveller: Voyager X

Case Study • Design Effectiveness Awards, Design Effectiveness Awards, Bronze, 2021

Globe-Traveller, a vehicle and camper van brand, increased sales of its Voyager X camper van model by redesigning the inside with enhanced features and ambient lights to make it a place that consumers would want to spend time in.

Volkswagen: Transforming Power into Profit – a Story About Workhorses and Thoroughbreds

Case Study • Effies (Australia), Bronze, Australian Effie Awards, 2019

Volkswagen, an automotive brand, increased premium sales of its Amarok pickup truck in Australia by launching four campaigns that uncovered its ute (utility vehicle) dramatically after an unbranded and disguised ad.

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 • DMA (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 • Effies (Australia), 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 • Euro Effies (pan-European), 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, APG (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 • Euro Effies (pan-European), 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.

Perodua: Car one moment, MPV the next

Case Study • Cindy Lim (main author) and Tai Kam Leong (contributing author), WARC Awards 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 • IMC Awards (European), 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 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 • Euro Effies (pan-European), 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 • IMC Awards (European), 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 • CASSIES (Canada), 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)

Rankings • WARC Creative 100, 2005

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

Toyota Sienna

Case Study • CASSIES (Canada), 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, APG (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, IPA (UK), 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, CASSIES (Canada), 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, IPA (UK), IPA Effectiveness Awards, 1990

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

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.
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 automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the 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.
Lexus: Find Your Unbeaten Path

Case Study • Terence Ling, WARC Awards for Asian Strategy, Gold and Customer Journey Award, 2020

Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.