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Automotive

2,267 results found

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What’s working in mass-market automotive

Article • WARC Category Intelligence, September 2019

Global strategies, campaign updates and trends in the mass-market automotive category.

What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

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

Ford launches coronavirus-response ad campaign

News • 18 March 2020

Car manufacturer Ford is pulling all ads marketing its vehicles in the US, and replacing them with spots that stress how the company is responding to the coronavirus.

Renault: Dragon's Cave - The Return

Rankings • WARC Effective 100, 2020

Automaker Renault launched its Kwid Outsider model in Brazil through a film which appealed to pop-culture fans and was promoted in a Hollywood-style trailer.

Audi: Beautiful Cars with Amazing Brains

Rankings • WARC Effective 100, 2020

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.

AI Tayer Motors: Unseen Potential

Rankings • WARC Effective 100, 2020

Al Tayer Motors, a car deadlership, got its staff to create an art project from old car parts to showcase its dedication to service to drive brand preference in the UAE.

Volvo: The E.V.A. Initiative

Rankings • WARC Effective 100, 2020

Volvo, the Swedish automotive company, created the Equal Vehicles for All initiative to promote automotive safety across genders.

Castrol: Truck Aasana

Rankings • WARC Effective 100, 2020

Engine oil lubricant brand Castrol connected to Indian truckers by using yoga to focus on their health.

Volvo: Competitors' Sale

Rankings • WARC Media 100, 2020

Volvo, an automotive brand, launched its XC60 diesel car with a campaign that sold competitors’ cars for diesel drivers looking to upgrade their old car for the new Volvo model.

Volkswagen: Rammed with Confidence

Rankings • WARC Media 100, 2020

Volkswagen, the car company, wanted to bring ‘driver confidence’ to life as it promoted the launch of the T-Roc SUV in the UK.

Škoda: #ThisIsOurTime

Rankings • WARC Media 100, 2020

Volkswagen-owned auto brand Škoda kickstarted societal change in the UK by authentically addressing inequality at the Tour de France.

Castrol: Influence the Influencer

Rankings • WARC Media 100, 2020

Castrol, a lubricant oil brand, created a WeChat mini-program that educated independent Chinese mechanics on the brand's products and increased brand engagement through activities and special in-app offers.

Cadillac: CT5 ASMR Reveal

Rankings • WARC Media 100, 2020

Car manufacturer Cadillac reimagined the typical car launch by using ASMR to release its new CT5 model in the US.

MINI: Tweet to Test Drive

Rankings • WARC Media 100, 2020

MINI, the car brand, launched its Countrymen SUV in the US through bypassing awkward car dealership visits.

MINI: Hijacking High Gas Prices for High Gas Returns

Rankings • WARC Media 100, 2020

MINI, an automotive brand, used a mobile-first search strategy to communicate the car’s fuel-efficient credentials and increase test-drive uptake among car buyers in Canada.

General Motors’ CMO calls for the “return of the human beings” to marketing

Article • Reed Karaim, Event Reports, IAB Annual Leadership Meeting, February 2020

General Motors, the automaker, is aiming to blend digital data with a human-focused strategy in reaching consumers.

Volvo: The E.V.A. Initiative

Rankings • WARC Creative 100, 2020

Volvo, the Swedish automotive company, created the Equal Vehicles for All initiative to promote automotive safety across genders.

Volkswagen: Road Tales

Rankings • WARC Creative 100, 2020

Volkswagen, an automotive brand, launched location-based audio books in the Netherlands that encouraged children to look away from their digital devices and use their imagination.

Mercedes-Benz: Bertha Benz

Rankings • WARC Creative 100, 2020

Mercedes-Benz, an automotive brand, celebrated International Women’s Day by telling the story of Bertha Benz, wife of inventor Karl Benz.

The impact of advertising on market share: Controlling for clutter, familiarity, and goodwill decay

Article • Nicholas De Canha, Michael Ewing, and Ali Tamaddoni, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 87-103

The advertising-sales relationship remains paramount. This study, believed to be the largest that focuses on automotive sales and advertising, investigates ceilings and thresholds by optimizing budget allocations among media.

Renault: Dragon's Cave – The Return

Case Study • Case Studies on WARC, 2019

Automaker Renault launched its Kwid Outsider model in Brazil through a film which appealed to pop-culture fans and was promoted Hollywood-style.

Phillips 66/Conoco: Conoco chooses Go with #MyHeroConoco

Case Study • SABRE Awards, IN2, North America, Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting, 2020

Conoco, an energy corporation, connected with US millennials and increased positive sentiment by creating a Manga series and a chance for its audience to interact with its favourite characters.

From Shadow to Spotlight: How speaking helped Zoox gain an inside track on rivals

Case Study • SABRE Awards, IN2, North America, Best in Trade Shows & Awards, 2020

Autonomous vehicle manufacturer Zoox used a curated speaking strategy to leverage media coverage for the company in the US.

Hyundai's smaht Supah Bowl strategy

Opinion • Geoffrey Precourt, January 2020

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.

Hyundai aims to make customer experience a core driver of brand differentiation

Article • Stephen Whiteside, Event Reports, CES, January 2020

Hyundai, the automaker, introduced the Shopper Assurance program to stand out in a crowded, competitive industry.