Advertising best practice, evidence and insights

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

Chevron Philippines, an energy corporation and marketer of Caltex fuels, created the Liter Lottery, which turned petrol pumps into slot machines and offered people the chance to win a free tank of fuel.

America's e-scooter craze comes to Europe

News • 22 June 2018

PARIS: Residents of several major European cities have made use of bike-sharing schemes ever since Paris pioneered the hugely popular Vélib system in 2007 and now the French capital is about to become a test bed for e-scooters.

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.

BMW Russia: Giving Way

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

BMW Russia, an automotive brand, increased brand awareness in Russia by creating a free toll on a busy highway in Moscow for BMW, and its competitors', customers.

Toyota slashes its sales and marketing costs

News • 22 June 2018

TOKYO/BEIJING: Toyota, which vies with Renault-Nissan and Volkswagen to be the world’s largest automaker, is reported to be in the process of slashing its sales and marketing costs as it seeks to shift resources into research and development.

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.

Honda: Real View Test Drive

Case Study • Chris Christodoulou, WARC Awards, Entrant, Effective Content Strategy, 2018

Car manufacturer Honda used neuroscience techniques to create an online content programme to increase online engagement with prospective Honda buyers, globally.

Chevrolet: 20 Days

Case Study • Erika Garcia, Christian Cardinali, Lorena Garcia, Carla McCloskey, WARC Awards, Entrant, Effective Social Strategy, 2018

Car brand Chevrolet employed a campaign to break away from the 'cut and paste' model of traditional retail advertising in Mexico to improve conversion in the path to purchase.

Chevrolet Spark CVT: The car that once again had it all

Case Study • Mariana Juarez, Mariana De Pina, Itzel Elorza, Carla McCloskey, WARC Awards, Entrant, Effective Social Strategy, 2018

Car brand Chevrolet launched a CVT automatic version of its entry-level car in Mexico with a clever, engaging campaign to convince younger buyers that affordable comfort is possible.

Neste and Ponsse: Finlandia by Forest Machines

Case Study • Jari Lähdevuori, Elli Tuominen, Tommi Opas, Milka Koskela, WARC Awards, Entrant, Effective Social Strategy, 2018

Oil company Neste and forest machines manufacturer Ponsse partnered in a campaign celebrating the admirable qualities of Finnish workers to raise awareness of unemployment.

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.

Chevrolet: A new generation of cars for a new generation of drivers

Case Study • Arturo Velazquez, Evert Santiago, Lorena Garcia, Carla McCloskey et al., WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car brand Chevrolet created five car marque ambassadors and a 360-degree campaign around them to update the brand and boost sales in Mexico.

Chevrolet OnStar: Relax, you have OnStar

Case Study • Arturo Velazquez, Evert Santiago, Itzel Elorza, Agustin Cardenas et al., WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car manufacturer Chevrolet used a content-led strategy to explain the benefits of its OnStar telematics system and appeal to car buyers in Mexico.

Chevrolet: New Generation Chevrolet Spark

Case Study • Arturo Velazquez, Evert Santiago, Mariana De Pina, Carla McCloskey, WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car brand Chevrolet used a combination of digital, TV, print, cinema and a tie-in with Spotify to launch its New Generation Spark model and retain its leadership of the small car sector in Mexico.

General Motors taps online video research

News • 28 May 2018

CHICAGO: General Motors, the automaker, has enhanced the power of its quantitative market research by using qualitative videos that feature carefully selected consumers that can help bring its findings to life.

GM enlivens dry quant with lively video-driven qual

Article • Mary Connors, Event Reports, TMRE in focus, May 2018

General Motors, the automaker, has tapped the power of video research to help bring its consumer insights to life in compelling ways.

Harley-Davidson Canada: Common Ground

Case Study • AME Awards, Gold, 2018

Harley-Davidson Canada, a motorcycle company, attracted a broader target audience in Canada by showing how diverse its riders are through a foreign exchange of bikers documentary.

Porsche: Panamera O2O brand repositioning

Case Study • AME Awards, Finalist, 2018

Porsche, a car brand, launched the Ode to Joy campaign to increase awareness of the Panamera model in China.

Volkswagen: A unique technology of laser welding in Russia's Volkswagen Polo manufacturing

Case Study • Deem Muratov, Irina Kulikova, Maria Kotova, Yury Samoylenko, WARC Awards, Entrant, Effective Innovation, 2018

Volkswagen Group Russia launched an integrated campaign focusing on the benefits of laser welding for the Polo model, leading to significant sales growth.

ExxonMobil: SmARt Engine

Case Study • MIXX Awards, Silver, Virtual and Augmented Reality, 2018

ExxonMobil, a multinational oil and gas corporation, increased its sales in Europe by producing a 3D printed engine for its salespeople to show the target the benefits of Mobil 1 oil.

Volkswagen: Laughing Horses

Case Study • AME Awards, Gold, 2018

Volkswagen, an automotive brand, promoted its trailer assist with an emotional and comedic piece of video content that would win back brand love in Germany.

Indian Motorcycle: Inking our mark on motorcycle culture

Case Study • AME Awards, Gold, 2018

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

ALJ Toyota after sales

Case Study • AME Awards, Bronze, 2018

Abdul Latif Jameel (ALJ) Toyota, the distributor for automotive brand Toyota, improved brand perception by creating a 3D animated series in Saudi Arabia.

BMW: Road to Coachella

Case Study • AME Awards, Finalist, 2018

BMW, a car manufacturer, launched the Road to Coachella campaign in the US to successfully showcase its partnership with the Coachella festival.

Audi Dealer campaign

Case Study • MIXX Awards, Silver, Responsive Display Advertising, 2018

Audi, an automotive brand, increased the relevance of its ads, and traffic to its dealer sites in Germany, by creating a geo-targeted campaign that tailored ads based on the customer's journey.

Automotive