Hyundai, the South Korean auto giant, is talking Boston ahead of the 2020 Super Bowl - WARC's resident Bostonian, Geoffrey Precourt, explains why that's smaht.
A slowing Indian economy, along with rising inflation and unemployment, suggest that the year ahead will be hard for marketers, but rather than resorting to promotions and discounts, Bajaj Auto is investing in brand building for the long term.
Weltmeister Automobile, the Chinese electric vehicle brand, believes a brand is more than just a brand and has developed the notion of the ‘brand as platform’ – even though this can at times seem to conflict with brand-building principles.
Multinational automakers are investing huge sums into the development of electric and hybrid vehicles, but it appears American consumers are far less open to the new technology than their counterparts in other major markets.
Case Study•
Data and Marketing Association, Bronze, 2019
BP, an oil industry company, launched a customer rewards scheme in the UK that provided little but often rewards to build a better relationship with its customers.
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.
Case Study•
Data and Marketing Association, Silver, 2019
Bentley Motors, a luxury automotive brand, created a 360-degree campaign hub and AR app to engage future customers in the UK who aren't typically car fans.
Case Study•
Data and Marketing Association, Gold, 2019
Jaguar Land Rover, an automotive brand, increased test-drives of its Range Rover Evoque model in the UK by replicating its start/stop button in an email, allowing consumers to book in one click.
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•
Susie Milburn, WARC Media Awards, Grand Prix and Successful Sponsorship Special Award, Effective Use of Partnerships and Sponsorships, 2019
Volkswagen-owned auto brand ŠKODA leveraged its cycling heritage and sponsorship of the Tour de France to provoke conversations about gender inequality in the sport.
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.
