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Mahindra Thar: An auction that built price premium

Case Study • Rohit Mani, Pranav Shetty, WARC Awards for Asian Strategy, Shortlisted, 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.

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.

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'.

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.

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.

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 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.

Volkswagen China: Deep Fake Selfie

Case Study • Ian Dolan, WARC Awards 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.

Avancier: The Most Exclusive Launch at Home

Case Study • Taku Morikami, WARC Awards 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 Motors India Ltd.: Hack the SUV

Case Study • Antony Rajkumar, Ashima Aggarwal, WARC Awards 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.

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.

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.
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.
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.