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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.

How Mustang’s marketing drove demand for a new electric SUV

News • 22 July 2020

Mustang, the auto marque owned by Ford, successfully fueled demand for its Mach-E electric SUV without even having a finished product to show off to consumers Lisa Schoder, head of Ford’s US integrated marketing and media, discussed this subject duri

How Ford Motor Co. spurned legacy media and leaned heavily on social to introduce a powerful brand extension

Article • Geoffrey Precourt, Event Reports, ANA Digital and Social Media Conference, July 2020

Mustang, the auto marque owned by Ford, was launching a new electric SUV, called the Mach-E, which marked a significant departure from the brand’s typical vehicles, and a major innovation in its own right.

Audi: e-tron emoji CO2 saver

Case Study • Filipe Da Costa, Mathilda Borne, WARC Awards, Entrant, Effective Social Strategy, 2020

Auto maker Audi harnessed the power of social to raise awareness, and show the world it is deeply evolving and working to reduce its environmental impact.

Audi: e-tron Has Landed

Case Study • Paloma Ho, WARC Awards, Entrant, Effective Innovation, 2020

Car maker Audi took a chance on augmented reality to increase its popularity and build awareness of its first purely electric car in Taiwan.

From Shadow to Spotlight: How speaking helped Zoox gain an inside track on rivals

Case Study • SABRE Awards, IN2, North America, Best in Trade Shows & Awards, 2020

Autonomous vehicle manufacturer Zoox used a curated speaking strategy to leverage media coverage for the company in the US.

Weltmeister Automobile: Brand as platform

News • 12 December 2019

Weltmeister Automobile, the Chinese electric vehicle brand, believes a brand is more than just a brand and has developed the notion of the ‘brand as platform’ – even though this can at times seem to conflict with brand-building principles.

Electric and hybrid cars fail to impress US consumers

News • 09 December 2019

Multinational automakers are investing huge sums into the development of electric and hybrid vehicles, but it appears American consumers are far less open to the new technology than their counterparts in other major markets.

Launching a category-breaking brand in China: ICONIQ Motors’ CMO, Bernd Pichler

Opinion • Jenny Chan, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

Porsche: #ElectricityTalks – The Porsche Taycan pre-launch

Case Study • Matt Casey, Hannah Walsh, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Porsche increased brand awareness with a wide-reaching campaign ahead of the launch of its first electric vehicle, the Taycan, to create buzz among the 'Driven Youth'.

Audi: Audi City Lab at Milan Design Week

Case Study • Philip Hewitt, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Audi built on its aspirational positioning as the best-selling premium car brand in Italy with an awareness event at Milan Design Week, designed by famous architect Hani Rashid and installed in Milan's famous Piazza Sempione, to target 'premium progressives'.

Making sound decisions: How the strategic use of sound is the next frontier in effective marketing

Research Paper • Joe Sauer, Lauren McGuire and Nic Thomas, ESOMAR Conference papers, Congress, 2019

Nissan, the car manufacturer, tested the use of sound to create an iconic 'sound experience' that would promote the brand identity of its electric vehicle portfolio in Asia, Europe and North America.

Tesla ramps up marketing efforts in China

News • 02 September 2019

Not known for its marketing, the most famous electric car brand in the world is developing an experiential strategy, partnerships, and local social media to assist a major sales push in China.

Why the automotive category needs to rethink its approach

Article • Daniel Binns, WARC Exclusive, August 2019

Interbrand NY CEO, Daniel Binns, explores the consumer trends and tech disruption shaping the automotive category in 2019.

Audi e-tron: Bring the e-tron to the digital airwaves

Case Study • WARC Cases, Winner, Automotive, 2019

Audi, the car manufacturer, promoted the launch of its latest e-tron model with a podcast for its German, Swiss and Austrian audience.

MG Motor unveils India's first 'internet car'

News • 16 May 2019

MG Motor, the iconic British automaker that is now owned by SAIC Motor of China, has unveiled what is being described as India’s first internet car, which comes with a host of smart technology features.

Mahindra Auto: PowerPath – A step towards a better future

Case Study • Aadya Sharma, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Car manufacturer Mahindra grew interest in its electric vehicles by associating them with a good cause in India.

Marketers rethink sales pitch as cars go electric

News • 12 March 2019

Now that car manufacturers are finally starting to build electric vehicles, a whole new marketing vocabulary is needed to sell them to a sometimes-wary public.

Thor Truck: How an unknown startup went against tech favorite: Elon Musk

Case Study • SABRE Awards, Best In Show #2, In2, 2019

Thor Trucks, a technology company focused on innovations in commercial transport, promoted its new semi-truck alongside its competitor in the US by enlisting Ashlee Vance of Bloomberg to make a comparison video.

Hyundai Ioniq: Better Drives Us

Case Study • Peter Watkins, John Hubbard, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Hyundai, the car brand, used video content marketing to improve brand metrics and sales in the US.

Toyota: We Choose Hybrid

Case Study • Poppy Barnes, WARC Media Awards, Bronze, Best Use of Data, 2018

Toyota, the car brand, used branded content to increase sales of its hybrid car models in Europe.

Video didn't kill the radio star… but electric cars might

News • 08 November 2018

Music cartridges didn’t see it off.

Toyota: ‘We Choose Hybrid’ Launch

Case Study • Euro Effies (pan-European), Finalist, 2018

Toyota, an automotive brand, promoted its Toyota Hybrid vehicles across Europe by launching a set of creatives that celebrated aspirational Hybrid drivers.

Volkswagen will invest €3.5bn in digital services

News • 26 August 2018

BERLIN: German automaker Volkswagen has a stated aim of evolving into a “mobility service provider with a connected fleet” and it has taken two significant steps towards this goal.

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.
Why the automotive category needs to rethink its approach

Article • Daniel Binns, WARC Exclusive, August 2019

Interbrand NY CEO, Daniel Binns, explores the consumer trends and tech disruption shaping the automotive category in 2019.
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.