Ford, the automaker, is seeking to authentically engage with Black women, an audience that is a major source of growth for vehicles like its pick-up trucks.
Article•
Low Lai Chow, Event Reports, Spikes Asia, September 2019
FCB Greater China’s Steve Xue and Weltmeister Automobile’s Michael Shi talk about the roadblocks and lessons learnt in the brand’s growth journey at Spikes Asia.
Case Study•
MRS Awards, Winner, MRS Award for Business-to-Business Research, 2019
Shell, an oil industry company, launched a large-scale ethnographic study to inform its global innovation and growth strategy, providing a new direction for redefining relationships with customers in the UK.
When Infiniti’s logo accidentally appeared in an Audi video ad on WeChat Moments last week, the German automobile brand turned the unexpected crisis on its head.
Volvo, the automotive company, has used an increasingly coordinated approach behind the scenes in Brazil to deliver more impactful marketing, thus helping the brand achieve record sales in the country.
Case Study•
Hong Tran, Clarissa De La Paz, Maaz Khan, Joanna Mary, WARC Media Awards, Shortlisted, Best Use of Data, 2019
Oil brand Shell implemented an innovative audience-targeting framework in Malaysia to investigate whether tactical promotions work and, at the same time, increase fuel sales and grow brand preference.
Case Study•
Alana Zervos, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019
Seasoning brand Knorr employed innovative AI In-Video Ad Insertion Technology to embed ads within popular Hong Kong sitcom Come Home Love: Lo And Behold to increase sales and boost brand awareness.
Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.
Castrol, a lubricant oil brand, created a WeChat mini-program that not only educated independent Chinese mechanics on the brand's products but also increased brand engagement through activities and special in-app offers.
Case Study•
MMA Smarties, Finalist, X (Global), 2019
Renault, a car brand, successfully increased its rate of Megan Sedan test drives by partnering with a home-delivery app, which enabled Turkish users to schedule their test drives at a location and time of their choosing.
Brand partnerships can create a short cut to competitive edge, but when they go wrong, they are costly in terms of resources, time wasted and brand reputation, so it’s important to understand where mistakes commonly occur.
Case Study•
MMA Smarties, Gold, North America, 2019
Car manufacturer Mini used a mobile-first search strategy to communicate the car’s fuel-efficient credentials and increase test-drive uptake among car buyers in Canada.
Case Study•
MMA Smarties, Bronze, North America, 2019
Car manufacturer Toyota used a mobile strategy encompassing Instant-Play and Aurora HD videos, and dynamic end cards to appeal to young Hispanic audiences and raise awareness of its Corolla hatchback model in the US.
Case Study•
MMA Smarties, Gold, North America, 2019
Luxury car brand BMW created a cross-mobile integrated media campaign to appeal to elite and aspirational buyers for the launch of its 8 Series marque in Canada and the US.
Jeep, the auto marque owned by Fiat Chrysler Automobiles (FCA), has made innovative use of music partnerships to engage consumers, as well as to create impactful TV spots.
This report summarises the latest research from WARC's Data platform, with a focus on new net advertising investment data by product category, which are exclusive to WARC Data clients from 1st October. Key findings include:
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.
