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•
Best Integrated Campaign, Consumer Durables, 2019
Hero, the world's largest and most iconic two-wheeler company, used a multi-pronged strategy during Navratrato Diwali to arrest declining market share in India.
Brand partnerships can create a short cut to competitive edge, but when they go wrong, they are costly in terms of resources, time wasted and brand reputation, so it’s important to understand where mistakes commonly occur.
Castrol, a lubricant oil brand, created a WeChat mini-program that not only educated independent Chinese mechanics on the brand's products but also increased brand engagement through activities and special in-app offers.
Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.
Case Study•
Best Media Innovation, Digital, Search, 2019
Hero MotoCorp, a motorbike brand, improved consideration in India by partnering with key search engines to create a microsite which showed its superiority against its competitor within search results.
Case Study•
MMA Smarties, Finalist, X (Global), 2019
Renault, a car brand, successfully increased its rate of Megan Sedan test drives by partnering with a home-delivery app, which enabled Turkish users to schedule their test drives at a location and time of their choosing.
Case Study•
MMA Smarties, Gold, North America, 2019
Car manufacturer Mini used a mobile-first search strategy to communicate the car’s fuel-efficient credentials and increase test-drive uptake among car buyers in Canada.
Case Study•
MMA Smarties, Bronze, North America, 2019
Car manufacturer Toyota used a mobile strategy encompassing Instant-Play and Aurora HD videos, and dynamic end cards to appeal to young Hispanic audiences and raise awareness of its Corolla hatchback model in the US.
Case Study•
MMA Smarties, Gold, North America, 2019
Luxury car brand BMW created a cross-mobile integrated media campaign to appeal to elite and aspirational buyers for the launch of its 8 Series marque in Canada and the US.
Jeep, the auto marque owned by Fiat Chrysler Automobiles (FCA), has made innovative use of music partnerships to engage consumers, as well as to create impactful TV spots.
Article•
Low Lai Chow, Event Reports, Spikes Asia, September 2019
Dentsu creative director Toshihiko Tanabe believes that if superficial and poorly thought-out purpose-driven campaigns continue to be executed, the industry risks ruin.
Over the course of a year, Shell, the multinational oil and gas company, undertook a project to rethink its creative and media relationships at both a global and local level.
Case Study•
SABRE Awards, LATAM, Industry Sector, Gold, 2019
Axalta, a leading global manufacturer of automotive paint, grew its digital presence and connected with auto repair shops and refinish painters through an educational monthly video series.
Case Study•
Account Planning Group - (UK), Entrant, 2019
Lexus, an automotive brand, launched a car ad that used a script created by its AI function to maximise effectiveness of the launch of its new ES model in Australia.
Article•
Sam Peña-Taylor, Event Reports, Festival of marketing, October 2019
Shell, the oil and gas company, rethought and reviewed its creative and media agency roster to set itself up for the future – and found far deeper value in collaborating closely and at a high level with agency partners.
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.
