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Toyota: #AStarisborn

Case Study • SABRE Awards, Africa, 2021

Toyota, an automotive brand, promoted sales of its Toyota Starlet vehicle in Kenya by launching a finance partnership with key banks to help customers afford it.

SEAT: #SEATHome with @Stay_homas

Case Study • Sergio Mutis, Cristina Garcia, Quentin Baron, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

SEAT, the automotive brand, connected with an audience across five European countries during the COVID-19 lockdown by partnering up-and-coming musical act Stay Homas.

Audi South Africa: #LiveInTheNow

Case Study • SABRE Awards, Gold, Africa, 2020

Audi, a car brand, increased car sales in South Africa by launching a video campaign that featured key influencers that aligned with the campaign tagline of living in the now.

MINI Canada: Hijacking High Gas Prices for High Returns

Case Study • MMA Smarties, Gold, North America, 2019

Car manufacturer Mini used a mobile-first search strategy to communicate the car’s fuel-efficient credentials and increase test-drive uptake among car buyers in Canada.

AdColony and Toyota Team up to Drive Greater Vehicle Awareness

Case Study • MMA Smarties, Bronze, North America, 2019

Car manufacturer Toyota used a mobile strategy encompassing Instant-Play and Aurora HD videos, and dynamic end cards to appeal to young Hispanic audiences and raise awareness of its Corolla hatchback model in the US.

Toyota AYGO: Go Your Own Way

Case Study • APG (UK), Entrant, 2019

Toyota, the automotive manufacturer, increased sales of its AYGO car in the UK with a campaign that created buzz around the launch of a new model.

Toyota AYGO: Go Your Own Way

Case Study • Marketing Society, The Brave Awards, Winner, Brand Communication B2C, 2019

Toyota, the car manufacturer, partnered with four drag queens in the UK to achieve two of the AYGO’s best quarters ever.

Toyota AYGO: Telling More Personal Campaign Stories On The Fly

Case Study • Marketing Society, The Brave Awards, Highly Commended, 2019

Car manufacturer Toyota’s hyper-personalised and a creative use of media formats improved cut-through, resonance and overall performance of the launch communications for the new Toyota AYGO across key European markets.

Toyota AYGO: Go Your Own Way

Case Study • Will Jellicoe, WARC Awards, Entrant, Effective Content Strategy, 2019

Car brand Toyota created a fun and flamboyant multi-channel campaign for its AYGO model, to deliver positive sales growth and steal share in the UK auto market.

Nissan Micra: A Micra Revolution

Case Study • Jane Fortune, Nessa Van Rooyen, David Hayes, WARC Awards, Entrant, Effective Social Strategy, 2019

Nissan, the multinational automotive manufacturer, increased sales of its Nissan Micra in Ireland by reshaping perceptions of its outmoded image and re-energising the brand to appeal to a younger, more urban audience.

Micra: A Micra Revolution

Case Study • AME Awards, Silver, 2019

Nissan, the multinational automotive manufacturer, increased sales of its new Micra model in Ireland by positioning the car as one that should not be messed with.

MINI: The Shortcut Billboards

Case Study • AME Awards, Silver, 2019

MINI, the car brand, used interactive billboards to advertise the launch of its new MINI Connected service in Germany.

Suzuki Ignis: An Ignis Adventure

Case Study • Chris Herbert, Rachel Lorenzon, WARC Media Awards, Grand Prix, Effective Use of Partnerships and Sponsorships, 2018

Suzuki, the car brand, co-created a TV show with a broadcaster to engage young women and increase sales of its Ignis model in the UK.

Volkswagen: PepperCrush

Case Study • MMA Smarties, Finalist, LATAM, 2018

Volkswagen, an automotive brand, created a video campaign to introduce its new Up Pepper model, which saw it partner with dating app happn to pick people up from bad dates.

Ford Fiesta Mini Game

Case Study • MMA Smarties, Finalist, Spain, 2018

Ford, an automotive brand, launched an in-app mini game to promote its B&O sound system in the new Ford Fiesta, which leveraged its All the Music One New Fiesta project.

Gone in less than 20 minutes!

Case Study • Dragons of Asia, Best Brand Trial Or Sales Generation Campaign, Bronze, Dragons of Malaysia, 2018

Volkswagen, a car brand, sold twelve cars in 20 minutes in Malaysia thanks to a partnership with e-commerce giant Lazada.

Volkswagen Canada: Just Ask a Golf Driver

Case Study • DMA (US), Silver, 2018

Volkswagen, an automotive brand, increased test drives and sales of its Golf vehicles in Canada by leaving the reputation of its brand in the hands of Golf drivers through an online forum.

Volkswagen: Up! How To

Case Study • DMA (US), Runner Up, 2018

Volkswagen, an automotive brand, educated drivers of its ‘Up!’ vehicle in Brazil on how to use the car’s functionalities by launching an online video manual.

Nissan: A Micra Revolution - Smashing conventions and European sales. How a bespoke Irish campaign rescued a brand

Case Study • IAPI ADFX Awards, Grand Prix, ADFX Awards, 2018

Nissan, a multinational automobile manufacturer, revitalised a dying car in a declining segment by launching a film in the Republic of Ireland, which broke category conventions and shattered preconceptions of its brand.

Nissan wins ADFX Grand Prix

News • 27 September 2018

A campaign for automaker Nissan by Spark Foundry and In the Company of Huskies has won the ADFX Grand Prix, Ireland’s premier advertising effectiveness award.

Datsun redi-GO: India's first car election campaign

Case Study • Arun Sharma, WARC Cases, 2017

Entry-level car Datsun redi-GO achieved lifts in brand awareness and perception in India with a bold campaign that pitted it against its competition.

Chevrolet: New Generation Chevrolet Spark

Case Study • Arturo Velazquez, Evert Santiago, Mariana De Pina, Carla McCloskey, WARC Awards, Entrant, Effective Use of Brand Purpose, 2018

Car brand Chevrolet used a combination of digital, TV, print, cinema and a tie-in with Spotify to launch its New Generation Spark model and retain its leadership of the small car sector in Mexico.

Volkswagen: A unique technology of laser welding in Russia's Volkswagen Polo manufacturing

Case Study • Deem Muratov, Irina Kulikova, Maria Kotova, Yury Samoylenko, WARC Awards, Entrant, Effective Innovation, 2018

Volkswagen Group Russia launched an integrated campaign focusing on the benefits of laser welding for the Polo model, leading to significant sales growth.

Nissan Ireland: A Micra Revolution

Case Study • MAA Worldwide GLOBES, Best Product Launch or Re-launch Campaign, Gold, 2018

Nissan, an automotive brand, increased sales of its Micra model in Ireland by launching a film that showed the car in a new light, with real attitude.

Tata Tiago: 'From Zica To Tiago' (India)

Rankings • WARC Media 100, 2018

Contains the creative for the 'From Zica To Tiago' campaign for Tata Tiago by the agency Wavemaker in India.

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.