Article•
Jo Bowman, Event Reports, I-COM Data Creativity Awards, April 2018
With drivers seeing little to differentiate fuel retailers and being skeptical of loyalty schemes, Shell set out to make its Shell Drivers’ Club more relevant to members.
Case Study•
Patricia Miret, Patricia Urgoiti, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2018
Car maker Audi challenged the stereotypes of 'cars being for men, not women' in Spain through a Christmas campaign centred on a 3D-animated short video.
Article•
Brian Carruthers, Event Reports, Advertising Week Europe, March 2018
Audi, the German car marque has built an econometric analytics system that allows the brand to model how much media spend they will need to put behind a production run of cars.
ORLANDO, FL: Ford, the automaker, delivered success with a podcast advertising strategy that allowed it both to obtain significant reach and leverage the true power of storytelling.
Article•
Brian Carruthers, Event Reports, Advertising Week Europe, March 2018
The way we buy cars is changing, says Auto Express, a UK car magazine, and brands and editorial are increasingly working together to help consumers through a confusing landscape.
Chevrolet, an automotive brand, in partnership with Google, a multinational technology company, created a campaign that cut into US consumers' path to purchase through their Google searches and convinced them to buy Chevrolet.
BERLIN: Both researchers and clients often dread the PowerPoint presentation that typically completes a project and manages to communicate few insights, but a novel approach for Jaguar Land Rover has the potential to be a game-changer.
Article•
Reynold D’Silva and Aoi Tanaka-Ivanovic, WARC Exclusive, February 2018
Suggests how brands can take advantage of the online customer journey, especially social media, to inform automotive purchases, including examples of campaigns from India, Philippines, Korea, Australia and Thailand.
LAS VEGAS: Volvo Car USA, the automaker, believes that a “non-linear” approach to storytelling can effectively help it to engage members of its target audience.
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.
This short report summarises the results for the automotive category from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.
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•
Robert Passikoff, Admap Magazine, April 2017, pp. 32-34
This article explains how predictive metrics can identify the changing ideals that consumers expect from their car and its high-contribution values, allowing marketers to gain a head start in the race for brand engagement.
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.
