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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.

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.

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.

Volkswagen: Deep Fake

Case Study • MMA Smarties, Gold, APAC, 2020

Volkswagen, an automobile brand, replaced tired car advertising tropes with dynamic ads to promote the Volkswagen Touareg in China.

Volvo Cars Australia: How redefining safety drove record sales for Volvo

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Volvo, an automobile brand, boosted sales and improved its brand image in Australia with a platform built around the concept of 'Omtanke': a Swedish word meaning 'care' and 'consideration'.

Subaru: The Greatest Outback Of All Time (GOOAT)

Case Study • Tim Hopkins, David Tremblay, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Car-maker Subaru launched its new Outback model in Canada with a humorous multichannel campaign to appeal to younger drivers.

Citroën: Suv Wow Comedy

Case Study • WARC Media Awards, Entrant, Effective Channel Integration, 2020

Car brand, Citroen, used stand-up comedy to attract the attention of a new generation of families in Chile.

Hyundai: Venue – Stay Connected on the Go!

Case Study • SABRE Awards, Diamond, South Asia, 2020

Hyundai, an automotive brand, launched its Venue SUV model in India by creating a PR event on a cruise ship to demonstrate how the car is always connected.

Mitsubishi Motors Australia: How Mitsubishi has the time of its life again and again and again

Case Study • Effies (Australia), Australian Effies, Silver, 2020

Mitsubishi, an automotive brand, became a definitive SUV brand and grew during the automotive recession in Australia.

Lexus: Find Your Unbeaten Path

Case Study • Terence Ling, WARC Prize 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.

Volkswagen China: Deep Fake Selfie

Case Study • Ian Dolan, WARC Prize for Asian Strategy, Entrant, 2020

Auto manufacturer VW China used an AI-based social media campaign to drive brand engagement, test drives and sales of its Touareg SUV among 30 to 45-year-olds, despite the model's limited availability in dealerships.

Nissan Motors India Ltd.: Hack the SUV

Case Study • Antony Rajkumar, Ashima Aggarwal, WARC Prize for Asian Strategy, Entrant, 2020

Nissan launched the Kicks SUV into a crowded Indian market with a differentiating message about technology to attract interest from a young, urban affluent audience.

Avancier: The Most Exclusive Launch at Home

Case Study • Taku Morikami, WARC Prize for Asian Strategy, Entrant, 2020

Avancier, the car model, used an innovative PR approach to launch its updated model during the COVID-19 lockdown in China.

Nissan Patrol: Conquer Everywhere

Case Study • Garrett Olexiuk, Bhaskar Bateja, Remie Abdo, WARC Prize for MENA Strategy, Bronze and Research Excellence Award, 2020

Car manufacturer Nissan Middle East used a multichannel, personalised data-driven strategy to relaunch its Patrol marque in the United Arab Emirates.

Jeep: Champion of Adventure at the Winter X Games

Case Study • WARC Cases, 2019

Car brand Jeep refreshed its sponsorship of the Winter X Games in Aspen, Colorado, through an immersive experience that increased leads for its Wrangler vehicles.

Volkswagen Touareg: Do Your Own Stunts

Case Study • AME Awards, Silver, 2020

Volkswagen, an automotive brand, launched Do Your Own Stunts, a social media-led activation campaign to drive sales and test drives for the Volkswagen Touareg in China.

Subaru Canada: Greatest Outback Of All Time (G.O.O.A.T.)

Case Study • AME Awards, Silver, 2020

Subaru Canada, an automotive brand, launched a humorous campaign in Canada that compared the Outback car to a Canadian mountain goat to prove that the car is the true greatest of all time (GOAT).

VW: Deep Fake - You the Action Hero

Case Study • AME Awards, Silver, 2020

Volkswagen, an automotive brand, increased footfall to its dealerships in China by launching AI face-swapping technology that allowed consumers to be part of an action car chase in is Touareg model.

Ford Everest: Carpool Talk

Case Study • Hang Nguyen, WARC Awards, Entrant, Effective Content Strategy, 2020

Car-manufacturer Ford used a disruptive content marketing campaign, amplified on social media, to change perceptions of its Everest SUV in Vietnam.

Honda: Honda SENSING Cart

Case Study • Mark Leong, David Lim, WARC Awards, Entrant, Effective Innovation, 2020

Auto manufacturer Honda hit on an innovative way to simulate a test drive that allowed it to reclaim market share and demonstrate to Malaysian consumers how advanced safety technology can benefit drivers.

Renault: Dragon's Cave - The Return

Rankings • WARC Effective 100, 2020

Automaker Renault launched its Kwid Outsider model in Brazil through a film which appealed to pop-culture fans and was promoted in a Hollywood-style trailer.

MINI On-Demand: Tweet to Test Drive

Case Study • WARC Cases, 2018

BMW-owned automotive brand MINI drove dealership visits and leads for its Countryman model in the US through a unique approach to the test-drive experience.

Volvo: Competitors' Sale

Rankings • WARC Media 100, 2020

Volvo, an automotive brand, launched its XC60 diesel car with a campaign that sold competitors’ cars for diesel drivers looking to upgrade their old car for the new Volvo model.

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 luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.
Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.
Volvo Cars Australia: Omtanke – rethinking Volvo

Case Study • Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020

Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.
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.