Automotive

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Audi, BMW Car subscriptions hint at stumbling block for new model

News • 22 January 2021

News that the German carmakers have each drawn their subscription service trials to a close in the US hints at the complexity of transitioning from ownership to access business models.

Scania: The Unbelievable Truth

Case Study • DMA (UK), Gold, 2020

Scania, a manufacturer of commercial vehicles, increased web traffic and achieved an ROI of £220:1 with its compelling campaign that took consumers on an online journey.

Toyota GB: Getting Hyper-Personal: Using Data to send powerful, relevant and meaningful communications to Toyota customers

Case Study • DMA (UK), Gold, 2020

Toyota, an automotive brand, used hyper-personalised emails to pull consumers back to its service centres in the UK, consequently driving revenue of more than £5m.

Apple's iPhone philosophy would revolutionise electric vehicle space

News • 20 January 2021

Coverage of Apple’s nascent automobile interests has tended to focus on these vehicles' purported autonomy.

Oil giants find revenue solace in grocery sales

News • 19 January 2021

Major oil companies, suffering weaker demand for fuel during the pandemic, are finding that an uptick in grocery sales at their network of service stations world-wide is helping pick up the revenue slack.

TomTom’s Traffic Index tells the story of the pandemic in data

News • 18 January 2021

Or at least some of the story – the GPS company’s annual report shows where 2020 was unique, and some surprising areas.

GM leverages corporate brand in electric vehicle drive

News • 12 January 2021

General Motors is leveraging its corporate brand – complete with a new “Everybody In” campaign and redesigned logo – as the automaker ramps up its focus on electric vehicles (EVs).

General Motors leverages its corporate brand to boost electric vehicle sales across price points

Article • Stephen Whiteside, WARC Exclusive, January, 2021

General Motors, the auto manufacturer, is leveraging the power of its corporate brand as part of an effort to increase sales of its burgeoning slate of electric vehicles.

Alcoholic drink brands allocate the most to TV

Data • Marte Aune, WARC Data Points, January 2021

A summary of the average media allocation by sector based on an analysis of WARC's effectiveness case studies from 2009-2019.

Volkswagen Malaysia: 12.12 – A frictionless social media shopping experience

Case Study • WARC Cases, 2019

Automotive brand Volkswagen earned media attention and grew conversion rate in Malaysia with an s-commerce campaign during the 12.12 online shopping festival.

Volkswagen Malaysia: Buckle Up

Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

India’s used-car sales boom amid pandemic with consumers now ready to wheel and deal online

News • 07 January 2021

India’s leading car-sales platforms, CarWale and CarTrade, have seen a 175% surge in inquiries for used cars since the easing of lockdown as commuters look to avoid crowded public transport.

How Shell supercharged its insights-to-marketing process

Research Paper • MRS Awards Papers, Finalist, MRS Award for Insight Management, 2020

Shell, an oil and gas company, launched the Shell Retail Insights Hub, which uses multiple data sources to align consumer insights with business outcomes, to develop more consumer-centric planning.

The power of connection: An ever-evolving ride for automotive brands

Opinion • Nicola Niesl, December 2020

In this edition of Kantar’s touchpoint-specific investigations, Kantar takes a deep dive into effective touchpoint management for automotive brands.

Two teams, 3000 miles, lowest emissions possible: How Shell used The Great Travel Hack to reach out to Millennials

Research Paper • MRS Awards Papers, Finalist, MRS Award for Creative Development, 2020

Shell, an oil and gas company, launched a research study using combined online ethnography and mini workshops to reveal key insights about its target which allowed it to better connect with millennials globally.

Volkswagen Polo & Beetle: Shop Volkswagen

Case Study • Lucas Yap, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Volkswagen, the automotive brand, used a category-first approach to sell cars through a social e-commerce platform in Malaysia.

Audi: e-tron Has Landed

Case Study • Paloma Ho, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Car manufacturer Audi used AR technology and Yahoo! TV to showcase the Audi e-tron, its first pure electric car in Taiwan.

Maserati: Redefining media strategy to increase brand engagement

Case Study • Dr. Viral Nagori, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Luxury car-maker Maserati created a member-get-member social media campaign, with WeChat as its central platform, to drive engagement and sales in China.

Norway, Automotive adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the automotive sector in Norway since 2013.

New Zealand, Automotive adspend by medium

Data • Cinzia Petio, WARC Data Points, December 2020

An overview of advertising spend by medium in the automotive sector in New Zealand since 2013.

Automotive, retail and travel account for half of 2020 adspend decline

Data • James McDonald, WARC Data Points, December 2020

An overview of forecast global advertising investment by product category in 2020 and 2021.

Shell’s marketing efforts demonstrate the power of 'business-to-human' marketing

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing Week, October 2020

Shell, the energy giant, has used a ‘business-to-human’ marketing strategy to connect around issues that are often viewed through a strictly business-to-business lens.

Shell marketing chief: deep insights have critical role in B2B marketing

Article • Geoffrey Precourt, Event Reports, ANA Masters of Marketing, October 2020

Business-to-business (B2B) marketers should give deep, human insights the same exalted status as consumer brands do in developing their campaigns.

Shell Helix / Pennzoil: Intent to purchase

Case Study • James Barnett, WARC Media Awards, Silver, Best Use of Data, 2020

Multinational oil and gas company Shell used advanced data science to actively predict when car drivers would be in the oil-change market to boost sales of its Helix and Pennzoil brands in China and the US.

Harley-Davidson: Boosting SEO with topic models

Case Study • Tradd Salvo, WARC Media Awards, Bronze, Best Use of Data, 2020

American motorcycle manufacturer Harley-Davidson rebuilt and optimised its website to attract organic traffic in order to engage a younger audience of potential riders.

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.
Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, October 2020

Research by Les Binet, the head of effectiveness at agency adam&eveDDB, demonstrates that a brand’s “share of search” within its category is a vital metric for marketers to consider.
What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.
World market for luxury goods

Article • Euromonitor Strategy Briefings, June 2019

A regional overview of the world market for luxury goods with key trends shaping luxury goods and an analysis of leading companies and brands in the segment.
Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.
Porsche: #ElectricityTalks – The Porsche Taycan pre-launch

Case Study • Matt Casey, Hannah Walsh, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Porsche increased brand awareness with a wide-reaching campaign ahead of the launch of its first electric vehicle, the Taycan, to create buzz among the 'Driven Youth'.