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Kia: Sonet revs up with interactive voice ads

Case Study • MMA Smarties, APAC, Bronze, 2021

Kia, an automotive manufacturer, launched a campaign to establish itself in the Indian car market and promote its new model, Sonet.

Ford: An everest adventure with AI

Case Study • MMA Smarties, APAC, Gold, 2021

Ford, a car brand, launched a campaign in Vietnam to make the Ford Everest the top SUV in the country.

Nautilus: Lighting up Guangzhou

Case Study • MMA Smarties, APAC, Silver, 2021

Lincoln, a car brand, launched a campaign in China to promote its luxury SUV, the Nautilus, and drive pre-orders at the Guangzhou Auto Show.

Nautilus: Lighting Up Guangzhou

Case Study • MMA Smarties, Gold, X (Global), 2021

Lincoln, an automobile manufacturer, launched a campaign in China to drive pre-orders for the new luxury SUV, the Nautilus.

Fiat: Fiat Egea Cross 3D

Case Study • Barış Türer, Yasin Tıraş, WARC Media Awards, Shortlisted, Effective Use of Tech, 2021

Auto brand Fiat placed a holographic OOH unit in one of Turkey's most high-traffic areas to raise awareness of its new Egea Cross model and boost sales.

Lincoln: Lighting up Guangzhou

Case Study • Nicholas Short, Steven Shen, WARC Media Awards, Bronze, Effective Use of Tech, 2021

Auto brand Lincoln harnessed two innovative technologies to ensure the eyes and attention of China's affluent were completely focused on the launch of its new Nautilus model in an extremely cluttered category.

Hyundai: Kona

Case Study • Effies (North America), Australian Effies, Bronze, 2021

Hyundai, the car company, launched the Hyundai Kona successfully in Australia.

Nautilus: Lighting up Guangzhou

Case Study • Nicholas Short, Steven Shen, WARC Awards for Asian Strategy, 2021

Car manufacturer, Lincoln, successfully launched its domestically manufactured luxury SUV using a 3D projection and drone constellation in China.

Dacia: Ingenious Productions - Lessons in selling cars from a living room

Case Study • APG (UK), Entrant, 2021

Dacia, Renault's budget car brand, launched a campaign in the UK to challenge the negative perceptions that its cars are cheap by reframing itself as ingenious.

Mahindra Thar: An auction that built price premium

Case Study • Rohit Mani, Pranav Shetty, WARC Awards for Asian Strategy, Bronze, 2021

During the Covid-19 pandemic, Thar, a car brand, launched an auction to increase price perception and sales volumes.

GMC: The legacy of verse

Case Study • Mario Morby, WARC Prize for MENA Strategy, Shortlisted, 2021

American SUV, the Yukon, tapped into the heritage of Arab poetry to establish an emotional bridge with motorists in the Middle East.

LADA: Thank You Russia

Case Study • Jessica Handley, Jennifer Fischer, WARC Prize for MENA Strategy, Silver and Local Hero Award, 2021

Car brand, Lada, used provocative messaging around its Russian roots to grab the attention of drivers in Lebanon.

Subaru Canada: The greatest outback of all time

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Subaru, an automobile manufacturer, launched a campaign in Canada to promote its Outback model and attract a younger audience to its client base.

GMC Yukon: The Legacy of Verse

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

GMC Yukon, the SUV brand, launched an update to its model in the UAE.

Suzuki: Penquin – Suzuki S-Presso launch

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Suzuki, the car brand, launched its latest model in South Africa.

Volvo: 30,000 test drives like never before

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Volvo, the car brand, made test-drives more convenient and accessible for customers in Russia.

Mahindra: #Restart Sri Lanka

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

A campaign by Mahindra, a car company, in Sri Lanka, helped maximise awareness for its KUV100 model high despite the COVID-19 lockdown.

Subaru of America: Everyone loves an underdog

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Subaru, a car manufacturer, established #MakeADogsDay in the United States to rally dog lovers around Subaru during its quietest month.

Lexus: Small business drive

Case Study • WARC Awards for Effectiveness, Silver, Customer Experience, and Personalisation & Insight Award, 2021

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

Infiniti: Innovative Launches in a COVID World

Case Study • SABRE Awards, Gold, North America, 2021

Infiniti, the luxury division of automobile brand Nissan, transformed how new-car debuts could be handled virtually and responsibly in a rapidly changing world with its global campaign.

Lexus: Find your unbeaten path

Rankings • WARC Effective 100, 2021

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

What’s working in automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive category.

Ford Motor Company: Bring Back Bronco Podcast

Case Study • SABRE Awards, IN2, North America, Best in Audio: Podcasts and Music, 2021

Ford, an automobile brand, created a podcast series entitled Bring Back Bronco to relaunch its SUV Bronco in the US.

Land Rover UK: Range Rover Sport – The ultimate performance campaign.

Case Study • DMA (UK), Silver, 2020

Land Rover UK, an automobile brand, promoted the launch of its new Range Rover Sport model by creating an integrated digital user journey that used email to reveal personalised offers and showcase the car’s credentials.

Mitsubishi Motors: Weatherproof Warriors – How a data driven campaign helped Mitsubishi weather the Q1 storms

Case Study • DMA (UK), Bronze, 2020

Mitsubishi Motors, an automotive manufacturer, increased awareness and visits to dealerships in the UK by launching a series of location-targeted digital ads.

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.
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 luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.
Why consumer attitudes about electric cars are about more than being green

Article • Brian Carruthers, Event Reports, MRS Impact Conference, March 2021

A qualitative research project by Facebook and The Nursery explored the factors that might be encouraging or discouraging people from buying electric vehicles (Evs).