LONDON: Volvo, the auto marque, partnered with broadcaster Sky Atlantic to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.
Research Paper•
Eugene J. S. Won, Yun Kyung Oh, Joon Yeon Choeh, International Journal of Market Research, Vol. 60, No. 4, 2018, pp. 394-407
Consumers' online activities such as keyword searching and writing reviews can provide valuable information that reflects their perception of the market.
MUMBAI: India’s car market is adapting from a price focus to a greater emphasis on features, as disposable incomes of a growing middle class have reset priorities.
Article•
Stephen Whiteside, Event Reports, Cannes Lions, June 2018
Audi USA, the automaker, partnered with Reddit on “Think Faster”, a content series that entertained the service’s users in an authentic, platform-appropriate way.
Article•
Outdoor Advertising Association of America, 2018
This report, conducted by Omnicom Media Group’s Benchmarketing, examines out-of-home ROI and media mix optimization for seven key product categories: Automotive, consumer electronics, CPG food & drink, retail grocery, retail – non grocery, finance and banking, and restaurants and coffee shops.
Case Study•
SABRE Awards, South Asia, Fashion & Beauty, 2018
Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.
Case Study•
SABRE Awards, South Asia, Marketing to Consumers (New Product), 2018
Hyundai, an automotive brand, promoted its new Verna sedan vehicle by launching a tech-inspired national test-drive program in India to appeal to a new generation of customers.
TOKYO: The relationship between client and agency must evolve as the marketing landscape does, according to a senior executive at automotive manufacturer Nissan.
Case Study•
SABRE Awards, South Asia, Industrial/Manufacturing, 2018
Maruti Suzuki, an automotive brand, launched a campaign in India featuring a bubble-wrapped man to encourage its employees to take road safety seriously by wearing their seatbelts.
Article•
Matthew Carlton, Event Reports, Media Research Summit, June 2018
Looks at how an auto marque and media owner partnered to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.
Global automotive giant Nissan is moving toward a more collaborative partnership with its agency partners, as the pace of modern marketing forced a more integrated approach.
NEW DELHI: Using smartphones to reduce ‘media friction’ could help auto marques in India boost sales by as much as one million units, a new report claims.
NEW DELHI: Maruti Suzuki’s dominance of the India car market has left many international mass manufacturers struggling to establish themselves with the modest aspiration of a 5% market share eluding most of them.
Case Study•
Alexandra de Smet, Mazher Abidi, WARC Prize for MENA Strategy, Shortlisted, 2018
Infiniti, the premium brand extension of Japanese auto manufacturer Nissan, used a mix of digital, radio and OOH to revive interest in a historically successful offer in the UAE.
Case Study•
Vishal Badiani, WARC Prize for MENA Strategy, Shortlisted, 2018
Auto maker Nissan took advantage of the royal decree granting women the right to drive in Saudi Arabia by launching a campaign to drive top-of-mind awareness.
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.
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.
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.
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.
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.
Case Study•
Marketing Society UK, Excellence Awards, Winner, Global brand marketing, 2018
Toyota Hybrid, an automotive car range, launched a multimedia campaign with the slogan We Choose Hybrid to familiarise consumers with this type of vehicle and drive consideration in Europe.
Article•
Ebiquity Insight, Ebiquity, September 2017
This report explores the evolution of Green Auto, looking at sales and consumer support for hybrid, electric and battery-powered cars, as well as how communications have changed within the industry.
This article outlines the challenges of brand differentiation in the automotive category and offers five steps agencies can adopt to create original and exciting automotive advertising.
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.
Article•
James Champ, Admap Magazine, April 2017, pp. 14-15
This article examines what has changed in the car industry as the advent of leasing and renting deals has made consumers less attached to their cars, and technology has shifted focus from mechanics to in-car experiences.
Article•
Colin Grimshaw, Admap Magazine, April 2017, pp. 3-3
This article introduces a series of papers on marketing automobiles: the different ways that automobiles are marketed and how this will change in the future.
