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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.

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.

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.

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.

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.

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.

Audi, BMW Car subscriptions hint at stumbling block for new model

News • 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.

ŠKODA UK: Climb for #ThisIsOurTime – Riding to close the gender gap in cycling

Case Study • DMA (UK), Bronze, 2020

ŠKODA UK, a car manufacturer, increased awareness of its association with women’s cycling and gender equality by launching a virtual cycling challenge that encouraged the public to ride alongside the women participating in the 2019 Tour de France.

Toyota GB: Getting Hyper-Personal: Using Data to send powerful, relevant and meaningful communications to Toyota customers

Case Study • 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.

Volkswagen Malaysia: 12.12 – A frictionless social media shopping experience

Case Study • 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.

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.

Volkswagen Malaysia: Buckle Up

Case Study • WARC Cases, 2020

Automobile brand Volkswagen brought attention to the issue of children’s car safety in Malaysia through a social-first content campaign.

The power of connection: An ever-evolving ride for automotive brands

Opinion • 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.

Ford: Discover More with Poetry

Case Study • 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.

Nissan USA: Nissan Ambicultural

Case Study • 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.

Volkswagen's Kuo-Hi Lee: 'Entertainment is something everyone desires online in China'

Opinion • 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.

Innovation can build brand fame

Opinion • Matt Simms, November 2020

Volvo Cars has a beautiful heritage: a belief that because cars are driven by people, they should be safe.

BMW: Mission Alpha C-2019 BMW Aftersales Technology Experience Day

Case Study • SABRE Awards, APAC, Automotive, Gold, 2020

BMW, an automobile brand, showcased aftersales technology via an immersive escape game in China.

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.
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 luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.
What’s working in automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive 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.
Lexus: Find Your Unbeaten Path

Case Study • Terence Ling, WARC Awards for Asian Strategy, Gold and Customer Journey Award, 2020

Luxury vehicle brand Lexus ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.