Automotive | WARC

Chinese SUV brands grow in global estimation

News • 13 December 2018

Chinese SUV brands have long been perceived as less safe and less desirable than Western brands, but a new study finds that, thanks to technological integration and more premium marketing, they are shaking off prejudice.

ŠKODA: ŠKODA x Handsome Dancer – CoinciDance

Case Study • Paloma Ho, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

ŠKODA, the car brand, used a series of viral videos to increase brand awareness in Taiwain.

Suzuki Ignis: An Ignis Adventure

Case Study • Chris Herbert, Rachel Lorenzon, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Citroën: C4 Lounge - Personalized Storytelling

Case Study • MMA Smarties, Finalist, LATAM, 2018

Citroën, an automobile manufacturer, used a mobile-first campaign to personalise the lead generation process and increase sales of the C4 Lounge in Argentina.

Honda: Digital Out Of Home goes Programmatic in Chile!

Case Study • MMA Smarties, Silver, LATAM, 2018

Honda, an automotive brand, launched a mobile targeting campaign that sent out promotions to users when they were in a Honda branch or the branch of a competitor to increase sales in Chile.

Volvo: Racing the Sun

Case Study • Dario Cosmelli, Chris Kilroy, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Volvo, the car brand, used livestreams and VR around a solar eclipse to showcase its new XC60 model in the US.

Fiat Chrysler Automobiles (FCA): The Audience Hub

Case Study • Sarah Mulrenin, Ethan Chamberlin, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Fiat Chrysler Automobiles (FCA), the multinational automobile maker, improved reach and sales by streamlining its marketing efforts to find its core US audiences and tailor creative to those specific groups.

BMW X2 Snapalizer

Case Study • European Association of Communications Agencies, Finalist, 2018

BMW, the car manufacturer, inspired and engaged young, highly digital customers in Europe, increasing awareness of its compact SUV, the BMW X2.

Toyota: Toyota RAV4 Adventure Grade: Alleviating Fear Through Community

Case Study • Jay Chiat Strategic Excellence Awards, Shortlist, Product/Service, 2018

Toyota, an automotive brand, introduced its RAV4 SUV vehicle to African Americans by creating horror movie tropes to show that they are welcome in the outdoors.

From also-ran to front-runner: How Nissan made Rogue a sales hero by making winter heroes of Canadian drivers

Case Study • Mark Tomblin, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2018

Nissan Canada, a car manufacturer, used the re-launch of the Nissan Rogue to earn a greater share of the crossover utility vehicle (CUV) segment via compelling long-form storytelling.

Suzuki Saturdays

Case Study • Rachel Courtney, Chris Herbert and Simon Harwood, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

Suzuki, an automotive brand, achieved sales growth and brand recognition in the UK by partnering with Ant and Dec's Saturday Night Takeaway.

ŠKODA Spain: The Stagecoach of the Desert Cowboys

Case Study • Direct Marketing Association - US, Gold, 2018

ŠKODA, an automotive brand, increased brand awareness and sales of its Kodiaq SUV in Spain by turning its vehicle into a free transport service.

Ford.com 360 VR experience

Case Study • MMA Smarties, Silver, North America, 2018

Ford Motor Company responded to the demand for online immersive experiences by allowing consumers to take virtual test drives, which fostered more interest in visiting dealerships.

Fiat Chrysler Automobiles: Jeep

Case Study • MMA Smarties, Finalist, North America, 2018

Jeep, a car manufacturer, used it website to build excitement for the reveal of its new Wrangler model while also creating sales leads by driving users to Sign Up for Updates (SUFU).

Jeep: Adventure Reality

Case Study • MMA Smarties, Silver, North America, 2018

Jeep, an automotive brand, launched the Adventure Reality app to give Wrangler fans a way to see and explore the 2018 Wrangler before seeing it in real life.

Ford EcoSport: In-Car AR

Case Study • MMA Smarties, Gold, Global, 2018

Automaker Ford targeted a younger audience in Canada by launching its new mini SUV model through an engaging augmented reality experience.

Volvo: Racing the Sun

Case Study • MMA Smarties, Gold, Global, 2018

Luxury vehicle manufacturer Volvo leveraged the 2017 total solar eclipse to launch the redesign of one of its best-selling cars in the US.

Moving from #6 to #3: How Mitsubishi is having the time of its life

Case Study • The Communications Council, Gold, Australian Effie Awards, 2018

Mitsubishi, an automotive brand, reclaimed its expertise as an affordable and reliable SUV company by launching a range of brand, product and dealer communications in Australia.

Hyundai Motor Company: Shackleton’s Return

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

Hyundai Motor Company, an automotive brand, created an online film that completed the unfinished expedition of Sir Ernest Shackleton using a Hyundai car, in order to increase brand awareness globally.

Volkswagen: Non-standard way to launch the new Volkswagen Tiguan in Russia

Case Study • Deem Muratov, Anastasia Kim, Sofia Proskuryakova, Yury Samoylenko et al., WARC Awards, Entrant, Effective Content Strategy, 2018

Car brand Volkswagen used online videos based on real-life customer queries to launch its Tiguan model in Russia.

Nissan Canada Inc.: Conquer All Conditions

Case Study • Effie Worldwide, Bronze, North American Effies, 2018

Nissan, the automobile manufacturer, emphasised the off-road capabilities of its Rogue crossover utility vehicle (CUV) to increase sales in Canada.

Chinese consumers expect to buy more imported brands

News • 30 May 2018

BEIJING: Three in ten Chinese consumers expect to buy more imported products over the next six months, according to a new survey by the Ministry of Commerce.

Nissan: Camelpower

Case Study • Vishal Badiani, WARC Awards, Bronze, Effective Innovation, 2018

Nissan, the car manufacturer, created a new measurement – Camelpower – to showcase the capabilities of its off-road car models in the Middle East.

Infiniti: 'INFINITI Q50S – Unleash Your Potential' (United Arab Emirates)

Gunn Report • Gunn Media, 2018

Contains the creative for the 'INFINITI Q50S – Unleash Your Potential' campaign for Infiniti by the agency OMD in Dubai.

Suzuki Vitara: '#SuzukiSaturdays' (UK)

Gunn Report • Gunn Media, 2018

Contains the creative for the '#SuzukiSaturdays' campaign for Suzuki Vitara by the agency the7stars in London.