Automotive

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Volkswagen T- Roc: Born Confident launch

Case Study • Ivan De Santis, Greta Bottini, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Volkswagen, the German carmaker, launched its T-Roc model on the Italian market through a cross-media campaign.

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.

SEAT Arona Launch

Case Study • Direct Marketing Association - UK, Bronze, 2018

SEAT Arona, a sport utility vehicle, used email technology to retain the attention of UK consumers which contributed to 2230 car orders.

Jaguar Land Rover: World's First Digital Car Top Trumps App

Case Study • Direct Marketing Association - UK, Silver, 2018

Jaguar Land Rover, an automotive brand, increased data capture at the Goodwood Festival of Speed in the UK by launching a digital car Top Trumps gaming app.

Suzuki Ignis: An Ignis Adventure

Case Study • Chris Herbert, Rachel Lorenzon, WARC Media Awards, Grand Prix, 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.

ŠKODA: ŠKODA x Handsome Dancer – CoinciDance

Case Study • Paloma Ho, WARC Media Awards, Bronze and Collaboration with an Influencer Special Award, Effective Use of Partnerships and Sponsorships, 2018

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

Goodbye Boring, Hello to Exciting Communications from Suzuki

Case Study • Direct Marketing Association - UK, Bronze, 2018

Suzuki, the automobile company, persuaded motorists in the UK to opt in to its communications in light of the GDPR.

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, Silver, 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.

Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018

Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.
What’s working in mass-market auto

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the mass-market auto category.
BMW: The Ultimate Data Machine

Case Study • Halie Burgess, Lucy Zheng, Laura Tumulty, Bill Ott et al., WARC Awards, Shortlisted, Effective Innovation, 2018

BMW, the car manufacturer, used data science to target high-value customers and increase dealership visits in the US.
Automotive Marketing: Changing Gears in the Digital Age

Article • Reynold D’Silva and Aoi Tanaka-Ivanovic, WARC Exclusive, February 2018

Suggests how brands can take advantage of the online customer journey, especially social media, to inform automotive purchases, including examples of campaigns from India, Philippines, Korea, Australia and Thailand.
Tesla builds brand awareness in Australia with zero paid media

Article • Anna Hamill, Event Reports, Mumbrella360, June 2017

This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.