News
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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.
Case Study
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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.
Case Study
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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.
Case Study
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WARC Cases, 2020
Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.
Opinion
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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.
Case Study
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SABRE Awards, Gold, South Asia, 2020
Ford, an automotive brand, increased brand favourability in India by launching a series of emotional films that used real-life experiences and poetry to connect with its audience.
Case Study
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ARF Ogilvy Awards (US), Silver, 2020
Nissan, an automobile manufacturer, launched its bilingual campaign Nissan Ambicultural to promote four of Nissan's models among Hispanic adults in the USA and to better understand how to target that particular demographic.
Opinion
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Jenny Chan, November 2020
Volkswagen’s popularity, reputation, and long-term leadership in China’s passenger car market was achieved with powerful first-mover advantages. Volkswagen’s Head of Brand Project House, Kuo-Hi Lee, speaks to WARC’s Jenny Chan for Marketer’s Toolkit 2021 about how the brand steered itself back on track in China after the fallout from the COVID-19 pandemic.
Opinion
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Matt Simms, November 2020
Volvo Cars has a beautiful heritage: a belief that because cars are driven by people, they should be safe.
Case Study
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SABRE Awards, APAC, Automotive, Gold, 2020
BMW, an automobile brand, showcased aftersales technology via an immersive escape game in China.
Case Study
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SABRE Awards, LATAM, Practice Area, Gold, 2020
Ford, an automotive company, increased its sales, awareness and market share in Brazil by launching a competition that gave anyone who purchased a Ford vehicle the chance to win tickets to the Rock in Rio festival.
News
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22 October 2020
These are tough times for vehicle manufacturers in the UK as they grapple with the impact of COVID-19, continued uncertainty about future trade relations with Europe, as well as a growing problem of an ageing demographic for new car sales.
News
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21 October 2020
Nissan, the automaker, has improved its marketing agility and seen an uptick in various performance metrics after deconstructing traditional silos in its in-house and agency teams.
News
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20 October 2020
US fashion does not sell well in China – unlike other foreign brands, from Italy, France and the UK, Chinese consumers see US brands as lacking cachet.
News
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19 October 2020
For the German automaker, a shift to electric vehicles has meant a fundamental adaptation, not only of manufacturing but also of communications.
Article
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Sam Peña-Taylor, Event Reports, DMEXCO @home, September 2020
Volkswagen (VW), the German carmaker, is going electric; here the brand’s CMO talks about reducing paid media spend, thinking in terms of software, and growing a new category.
Article
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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.
Case Study
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IPA (UK), Silver, IPA Effectiveness Awards, 2020
Automobile brand Volvo identified a niche audience in the UK and targeted it with a blend of branded content and idents.
Case Study
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IPA (UK), Entrant, IPA Effectiveness Awards, 2020
Volvo, an automotive brand, created a platform around Omtanke, a Swedish word meaning care and consideration, to attract and better-connect with luxury buyers in Australia.
Article
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Geoffrey Precourt, Event Reports, the Association of National Advertisers Media and Measurement Conference, September 2020
Nissan, the automaker, has enhanced its creative strategy through transforming its internal structure and agency roster and making full use of data to inform its communications.
Case Study
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Preeti Mascarenhas, Rachit Khanna, Aditi Thakur, Deep Singh, WARC Prize for Asian Strategy, Entrant, 2020
Volvo Cars activated a location-based multimedia campaign to establish itself as an environmentally responsible auto brand in India and differentiate itself from German-made luxury automobile brands.
Case Study
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SABRE Awards, Platinum, EMEA, 2020
Volvo, an automotive brand, launched the E.V.A (equal vehicles for all) initiative globally to encourage the sector to take automotive safety seriously for all people.
News
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25 June 2020
FMCG giant Procter & Gamble, sportswear firm Nike and automaker Volkswagen have been named the top three brand marketers of the decade by Cannes Lions, in recognition of the world’s largest advertiser’s sustained creative performance.
Article
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Geoffrey Precourt, WARC Exclusive, June 2020
Toyota, the automaker, is seeking to engage with multicultural audiences in relevant, authentic ways as it drives brand metrics and sales.
Case Study
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SABRE Awards, Gold, North America, 2020
Toyota, an automotive brand, sponsored an educational event in Puerto Rico to increase awareness of faulty airbag inflators and encourage people to put their cars in for repair.
