Case Study•
Mariana Juarez, Mariana De Pina, Itzel Elorza, Carla McCloskey, WARC Awards, Entrant, Effective Social Strategy, 2018
Car brand Chevrolet launched a CVT automatic version of its entry-level car in Mexico with a clever, engaging campaign to convince younger buyers that affordable comfort is possible.
Case Study•
Data and Marketing Association, Bronze, Automotive
This case study describes how Renault, the car maker, launched a new 4x4 model into a highly competitive market in the UK using a targeted CRM programme.
Case Study•
Data and Marketing Association, Silver, Best business to business campaign
This case study describes how Toyota, the car maker, motivated staff in Toyota Centres across the UK in order to increase local marketing activity before the launch of a new model.
Case Study•
Direct Marketing Association - US, Bronze, DMA International ECHO Awards, 2016
This case study details how Volkswagen, a car manufacturer, sold its 2015 Volkswagen Golf Sportswagon in Canada with its Where's Sportswagon? campaign.
Case Study•
Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015
This case study describes how in Germany Daimler AG stimulated interest in an ageing model of smart car boosting sales by highlighting its shortcomings.
Case Study•
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2015
This case study explains how Nissan used a masculine ad campaign to improve Canadians' opinion of its Rogue model and, in particular, its off-road capabilities.
Case Study•
European Association of Communications Agencies, Bronze, Euro Effies, 2014
This case study describes how Adam Opel AG, a car manufacturer, promoted its Opel (Urban City Car) to people that perceived themselves to be in the creative elite in Germany and Italy.
Case Study•
European Association of Communications Agencies, Bronze, Euro Effies, 2012
Despite strong performance attributes, the Kia Rio model - part of the Hyundai group's stable of cars - lacked a strong brand image that could help it connect with consumers in their 30s.
Case Study•
European Association of Communications Agencies, Silver, Euro Effies, 2012
Nissan, the automotive brand owner, wanted to grow in the small car segment with a new model, the Juke, whilst simultaneously maintaining sales of its Qashqai and Micra brands.
Case Study•
Ashwini Kamat, Deepa Jatkar, Zarius Captain, Aatika Ansari, Rohan Jadhav, Ankita Derasaria,Pooja Patil, Nova Das, Pradeepan Pacha, Alex Anthony, Girish Vyas, Padmaraj Krisnkutty and Sridhar Surve, WARC Prize for Innovation, Entrant, 2012
Volkswagen was a relatively unknown automotive brand in India with awareness of only 22%. But for the launch of its flagship Polo supermini model into the highly competitive hatchback segment, it was seeking an awareness of 40% and an ambitious sales target of 14,000 units.
Article•
Thomas Nolsoee, Admap, May 2012, pp. 28-29
Mercedes-Benz in China faced a challenge in selling its Smart car. Several campaigns had resulted in high awareness and customer inquiries but these did not convert to sales.
Article•
Anita Basalingappa, WARC Exclusive, MICA, January 2012
The goal for the Tata Nano was to sell the world's cheapest car (without compromising on safety, quality and environment) to the lower- and middle-income segments in India.
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.
