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Toyota Yaris: How the new Toyota Yaris turned conventions on their head

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Toyota Yaris, a car brand, partnered with US gymnast Katelyn Ohashi to symbolise the brand's flip in thinking when marketing the new Toyota Yaris.

General Motors: Everybody in

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

General Motors, the automotive brand, increased stock price and social engagement by launching a new brand identity that flipped the perception of electric vehicles in the US.

Toyota du Maroc: Reinventing the test drive for hybrid cars

Case Study • Hassan Rouissi, Safaa Lharti, El Mehdi Ben Lakdame, Imad Idder, WARC Prize for MENA Strategy, Entrant, 2021

Car manufacturer, Toyota, shifted local attitudes towards hybrid cars with its reinvention of the test drive in Morocco.

Nissan: Leaf Dream Drive

Case Study • SABRE Awards, EMEA, Gold, 2021

Nissan, an automobile brand, launched an album to position its electric vehicle (EV), the Nissan LEAF, as the ideal vessel with which to lull to sleep a child.

Chevrolet: The electric helper

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Chevrolet, an automobile brand, launched its campaign Electric Helper in Mexico during a fuel shortage in Mexico City to keep consumers informed about the situation in real time.

MINI: You don't need a showroom to sell a car

Case Study • WARC Awards for Effectiveness, Entrant, Customer Experience, 2021

Mini, a car manufacturer, launched a campaign in the UK to increase sales of the Mini Electric during the COVID-19 pandemic.

Toyota: Everything Flipped

Case Study • WARC Awards for Effectiveness, Shortlisted, Instant Impact, 2021

Car manufacturer, Toyota, shifted long-standing perceptions of its Yaris model by partnering superstar gymnast Katelyn Ohashi for a launch campaign in the UK.

After COVID-19: The new look of the Thai automotive market

Article • Chutima Wiriyamahakul and Krittamate Wuthimatheekul, WARC Exclusive, April, 2021

The COVID-19 pandemic may have impacted Thailand’s car market last year but Delphys Hakuhodo’s Chutima Wiriyamahakul and Krittamate Wuthimatheekul say the industry is bouncing back strongly with new initiatives.

Why consumer attitudes about electric cars are about more than being green

Article • Brian Carruthers, Event Reports, MRS Impact Conference, March 2021

A qualitative research project by Facebook and The Nursery explored the factors that might be encouraging or discouraging people from buying electric vehicles (Evs).

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.

Ford Motor Company: Electric Vehicle Myths Busted

Case Study • SABRE Awards, IN2, North America, Best Persuasive Content, 2021

Ford, an automotive brand, launched an educational web portal and blog posts to inform consumers of the benefits of electric vehicles.

Enthusiasm for electric vehicles grows in Southeast Asia

News • 05 February 2021

A new study by Frost & Sullivan, commissioned by Nissan, shows that consumers across Southeast Asia continue to show high enthusiasm to own an electrified vehicle, largely driven by a growing need to create a more sustainable future.

GM leverages corporate brand in electric vehicle drive

News • 12 January 2021

General Motors is leveraging its corporate brand – complete with a new “Everybody In” campaign and redesigned logo – as the automaker ramps up its focus on electric vehicles (EVs).

General Motors leverages its corporate brand to boost electric vehicle sales across price points

Article • Stephen Whiteside, WARC Exclusive, January, 2021

General Motors, the auto manufacturer, is leveraging the power of its corporate brand as part of an effort to increase sales of its burgeoning slate of electric vehicles.

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.

Audi: e-tron Has Landed

Case Study • Paloma Ho, WARC Media Awards, Shortlisted, Effective Use of Tech, 2020

Car manufacturer Audi used AR technology and Yahoo! TV to showcase the Audi e-tron, its first pure electric car in Taiwan.

Volkswagen: For The Many, Not The Few

Case Study • Julian Roberts, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Auto brand Volkswagen took a two-tiered approach to build awareness of its new EV model in Europe and drive reappraisal of a questioned technology.

Revolt: Improving Access to Electric Mobility & Democratizing Technology and Mobility

Case Study • SABRE Awards, Gold, South Asia, 2020

Revolt Intellicorp, an electric motorcycle brand, democratized mobility with an affordable, sustainable solution in India.

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.

China aims for a totally eco-friendly car market by 2035

News • 30 October 2020

China has announced an ambitious plan to require all new car sales in 2035 to be either hybrids or new-energy vehicles (NEVs), in a move that is likely to have important consequences for global auto brands.

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.

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.