Advertising best practice, evidence and insights

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.

What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.

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.

Dacia: The Auction

Case Study • Viviana Sampugnaro, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2018

Car brand Dacia used old football shirts donated by fans and worn during the Serie A match between Udinese and Lazio to communicate its 'Much more than you expect' strategy in Italy.

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.

Bauer Media, Dennis Publishing, Haymarket Media Group and Immediate Media: The Priming Effect – How advertising intensifies motoring magazines’ impact on buying behaviour

Research Paper • MRS Awards, Winner, MRS Award for New Consumer Insights

Bauer Media collaborated with fellow media owner companies Dennis Publishing, Haymarket Media Group and Immediate Media to attain new insight into how motoring media and car advertising affect car buying behaviour in the UK.

Auto Trader Group: The Car Buyers Report – not new, not used but next

Research Paper • MRS Awards, Finalist, MRS Award for Applications of Research

Auto Trader, a digital automotive marketplace, was able to shed its reputation among UK consumer as a place for ‘cheap second hand cars’ and delivered a twelvefold ROI.

Lubricantes Mobil: Volviendo Whatsapp en un canal de TV

Case Study • MMA Smarties, Silver, LATAM, 2018

Mobil Delvac, a motor oil brand, reached out to Columbian transporters, owners and truck drivers on WhatsApp to increase brand awareness at its event.

Volkswagen: PepperCrush

Case Study • MMA Smarties, Finalist, LATAM, 2018

Volkswagen, an automotive brand, created a video campaign to introduce its new Up Pepper model, which saw it partner with dating app happn to pick people up from bad dates.

Mobil 1: Captura La Bestia

Case Study • MMA Smarties, Silver, LATAM, 2018

Mobil 1, a brand of automotive lubrication products, increased the recall of the Mobil 1 brand using a Facebook chatbot in Chile.

Pirelli: Selling Tires Through Smartphones

Case Study • MMA Smarties, Bronze, LATAM, 2018

Pirelli, a tyre brand, launched a mobile targeted campaign in Mexico to promote its tyres through geolocation tracking to reach its target audience.

Volkswagen: #PõeNoWaze with Volks

Case Study • MMA Smarties, Finalist, LATAM, 2018

Volkswagen, an automaker, partnered with navigation app Waze to increase brand recall in Brazil through offer awareness promotion.

The AA: From Sparkplugs to Singalongs

Research Paper • MRS Awards, Winner, Jeremy Bullmore Award for Creative Development Research

The AA, British motoring association, turned around a decade of decline by re-introducing emotional brand building as part of a complete marketing overhaul.

BP: Say Hello to BP – Waze case

Case Study • MMA Smarties, Bronze, LATAM, 2018

BP, an oil and gas company, partnered with navigation app Waze to reach Mexico’s smartphone-using drivers.

Building three brands with one idea: How Carmichael Lynch fueled growth for Phillips 66, Conoco and 76

Article • Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2018

Phillips 66, the energy company, tasked agency Carmichael Lynch with promoting three different brands using one common strategy.

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.

Kia Cadenza: Luxury Transformed

Case Study • Caryn Wiley-Rapoport, WARC Media Awards, Shortlisted, Effective Use of Tech, 2018

Automobile brand Kia created a live immersive experience, supported by digital, social and search, to raise awareness and drives sales of its Cadenza model in the US.

Lincoln uses 360-degree video to drive engagement

News • 20 November 2018

Lincoln, the luxury vehicle brand, helped build engagement and excitement around its 2018 Navigator vehicle with a 360-degree video that could also be viewed in virtual reality.

Harley-Davidson Canada: Common Ground

Case Study • Maxine Thomas, Heather Segal, David Tremblay, WARC Media Awards, Shortlisted, Effective Channel Integration, 2018

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

MENA Strategy Works: lessons from Nissan and Coke

Article • Lucy Aitken, WARC Exclusive, MENA Strategy Works, November 2018

Lessons from winners in the 2018 WARC Prize for MENA Strategy, including Nissan and Coca-Cola.

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.

Toyota: We Choose Hybrid

Case Study • Poppy Barnes, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Toyota, the car brand, used branded content to increase sales of its hybrid car models in Europe.

Peugeot VU: Advanced vehicle targeting

Case Study • Aaron Spijkers, Oskar Op de Beke, WARC Media Awards, Shortlisted, Best Use of Data, 2018

Peugeot, the global automotive brand, used customer research data and programmatic buying to promote its cargo minivan product in the Dutch market.

Automotive