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Car brands use subscription model to reach younger drivers

News • 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.

Fixing the problems of US fashion brands in China

News • 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.

Volkswagen’s electrification play

News • 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.

Volkswagen’s new strategy: dreams of electric fleets

Article • 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.

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.

Omtanke and rethinking Volvo

Case Study • 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.

Volvo: A defiantly human success story

Case Study • 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.

Nissan enhances creativity through new structures and nuanced use of data

Article • 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.

Volvo Cars: #BreatheFree – Democratizing Clean Air

Case Study • 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.

Volvo Cars: The E.V.A. Initiative

Case Study • 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.

Cannes Lions names brand marketers of the decade

News • 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.

How Toyota identifies the most attractive multicultural opportunities and builds bespoke programs

Article • 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.

Toyota Motor North America: Takata airbag recall in Puerto Rico

Case Study • 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.

Nissan relies on data to see it through the pandemic

News • 25 May 2020

Japanese automotive manufacturer Nissan has had to shift from its heavy reliance on brick-and-mortar to online thanks to COVID-19 lockdowns across many markets, but it expects the steps it is taking now will pay dividends offline post-pandemic.

Ditch the manifesto ad and take data seriously to steer through COVID-19

Article • Low Lai Chow, Event Reports, Business as (Un)Usual, May 2020

Nissan’s Angie Ahn and Better Trade Off’s Shannon Cullum share tips on how to navigate challenges posed by lockdown measures.

ŠKODA: Hesitation

Case Study • Pauline Dunas, WARC Awards, Bronze, Effective Social Strategy, 2020

Automotive brand SKODA created a campaign tailored around the specific insights of the local market to challenge erroneous brand perceptions in France.

Renault: This is Renault

Case Study • Fabio Belfiori Belfiori, Corrado Gallo, Valentina Geria, WARC Awards, Entrant, Effective Social Strategy, 2020

Automotive brand Renault Italy harnessed the power of the playlist to strengthen its links with its fan base and further increase loyalty.

Ford: Every Action Counts

Case Study • Hang Nguyen, WARC Awards, Entrant, Effective Innovation, 2020

Car manufacturer Ford used a data-driven marketing initiative to improve its consumer experience and smooth the path to purchase in Vietnam.

Volkswagen: Drive Bigger

Case Study • Scott Schwartz, Steve DiRado, Ryan Smith, Emaan England, Kimberley Lupo, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Auto brand Volkswagen implemented an integrated campaign in the US to acknowledge its past faults, rekindle the spirit of the brand and highlight its pledge to achieve carbon neutrality by 2050.

Volvo Cars Australia: Omtanke – rethinking Volvo

Case Study • Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020

Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.

Ford launches coronavirus-response ad campaign

News • 18 March 2020

Car manufacturer Ford is pulling all ads marketing its vehicles in the US, and replacing them with spots that stress how the company is responding to the coronavirus.

Toyota: Pudgy, a dog with infinite energy

Case Study • WARC Cases, 2019

Car manufacturer Toyota increased sales of its hybrid vehicles in Costa Rica through a humorous commercial that showcased the benefits of hybrid technology.

Volvo: The E.V.A. Initiative

Rankings • WARC Effective 100, 2020

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

Audi: Beautiful Cars with Amazing Brains

Rankings • WARC Effective 100, 2020

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.

Volkswagen: Rammed with Confidence

Rankings • WARC Media 100, 2020

Volkswagen, the car company, wanted to bring ‘driver confidence’ to life as it promoted the launch of the T-Roc SUV in the UK.

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.
Global Ad Trends: Product category ad investment 2020

Data • James McDonald, WARC Data, October 2019

This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. 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.
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.
Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018, pp. 0-0

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.
What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.