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Volvo: Sustainability story

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In 2017, Volvo, an automotive brand, wanted to increase car sales and expand the meaning of its purpose by creating a sustainable pillar with the aim to protect and sustain.

Nissan: Humanising a tech brand

Case Study • Bhaskar Bateja, Jennifer Fischer, WARC Prize for MENA Strategy, Entrant, 2021

Nissan, the tech-driven car manufacturer, took a different approach to instead humanise its brand in the Middle East.

Ford’s Rajoielle Register: “With tech, it’s all about showing its relevance to consumers' lives”

Opinion • Chiara Manco, July 2021

Rajoielle Register, Head of Global Brand Experiences at Ford Motor Company, will be chairing the Effective Use of Tech category of this year’s WARC Awards for Media. Here, she tells WARC about how Ford reimagined customer experience for the virtual world, the need for tech to be relevant to consumers’ lives, and what she hopes to see in the Awards’ entrants. Rajoielle Register, Head of Global Brand Experiences, Ford Motor Company

Succeeding in trying times: Behind PayPal’s and Scania’s DMA Awards-winning work

Opinion • Chiara Manco, June 2021

Through a deep dive into two 2020 DMA Awards winners, WARC’s Chiara Manco looks at how challenging times can be the breeding ground for creative and effective work.

Toyota: Still feeling it after all this time

Case Study • WARC Awards for Effectiveness, Entrant, Sustained Growth, 2021

Toyota, a Japanese automotive manufacturer, launched a campaign in Australia to emphasise the long-term benefits of buying a Toyota vehicle.

Volvo: Living Seawall

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Volvo, an automobile brand, created a Living Seawall to reposition its image and attract premium car buyers in Australia.

Volvo: The E.V.A Initiative

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

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

Volvo: Human-Made Stories

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Automobile brand Volvo identified a niche audience in the UK and targeted it with a blend of branded content and idents.

Mazda Motor Corporation: The Mazda Experience

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Mazda, a car manufacturer, launched The Mazda Experience in seven locations in Germany to unify brand activation output.

Volkswagen: Dealership done digital

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Volkswagen, a German motor vehicle manufacturer, created a virtual showroom that increased consumer engagement and sales during the COVID-19 pandemic in Canada.

Audi: Vorsprung durch Waterslide

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Audi, a car brand, launched a campaign in the UK to take its 'Vorsprung durch Technik' idea and translate it beyond its communications.

FCA

Case Study • MMA Smarties, Gold, MENA, 2020

FCA, an automobile brand, used banner ads to raise brand awareness and attract customers in the Middle East.

Proposal of a method to identify recall ability and brand associations

Research Paper • Masao Ueda, Int. Journal of Market Research, Vol. 63, No. 3, 2021, pp. 386-400

The purpose of this research is to develop a method to identify the ability to recall brand association and clarify which brand association is able to discriminate the recall ability.

World market for mobility

Article • Euromonitor Strategy Briefings, May 2021

This report analyses the mobility and automotive industry.

Volvo’s E.V.A. Initative: Bringing gender equality to automotive safety

Article • Anna Hamill, WARC Exclusive, April 2021

Safety is a bottom-line message for every brand in the automotive category – so how did Volvo rework that message as a key brand differentiator.

The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

Audi: The value of Vorsprung durch Technik over four decades

Rankings • WARC Effective 100, 2021

Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past four decades.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

Volvo: The E.V.A. Initiative

Rankings • WARC Creative 100, 2021

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

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Volkswagen: Road Tales

Rankings • WARC Creative 100, 2021

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.

What’s working in automotive

Article • WARC Category Intelligence, March 2021

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

The state of the auto industry: ‘Nowhere to go’ but the future

Article • Kai Geertsema, WARC Exclusive, March 2021

The automotive industry is being disrupted by technology and a shift toward environmental credentials, as well as the negative impact of COVID-19.

Volkswagen: Voice of Volkswagen-ers

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

Volkswagen, an automotive brand, increased sales and consideration in Taiwan by placing Volkswagen vehicles in high-traffic areas alongside rumour balloons that showcased common questions and misconceptions about the brand and its vehicles.

How auto brands can reframe marketing strategy in post-pandemic Southeast Asia

Article • Kiron Kesav, WARC Exclusive, February, 2021

PHD Media’s Kiron Kesav says automotive brands in Southeast Asia, even those already recovering from periods of lockdown, have to adapt to shifting themes in a post-pandemic world.

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

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

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.
Global Ad Trends: Ad Investment 2021/22

Data • James McDonald, Cinzia Petio, Rob Clapp, WARC Data, July 2021

This report summarises the latest research from WARC's Data platform, with a focus on advertising investment by market, media, format and product category this year and next. Key findings include:
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 automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the 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.
Audi: The value of Vorsprung durch Technik over four decades

Case Study • Institute of Practitioners in Advertising, Gold and Best Dedication to Effectiveness, IPA Effectiveness Awards, 2020

Audi, an automotive brand, created long-term value and increased sales with its Vorsprung durch Technik campaign in the UK, which has spanned over the past decade.