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BRP: Ladies, rule the road

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Motorcycle manufacturer, Can-Am, debuted a social safe space for women to promote equal on-road opportunities for female riders in North America.

Ski-Doo: Escape Mountain

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

Snowmobile brand, Ski-Doo, created a 45-minute documentary to build hype among winter sports enthusiasts and grow sales in USA and Canada.

Ski-Doo: Escape Mountain

Rankings • WARC Media 100, 2021

Snowmobile retailer Ski-Doo drove incremental sales and grew market share by connecting with extreme winter sports enthusiasts and releasing an adrenaline-filled documentary.

Eicher Motors Limited (Royal Enfield): Made like a gun, goes like a bullet

Case Study • MMA Smarties, Silver, Indonesia, 2020

Royal Enfield, a motorcycle brand, increased its conversion rate by 420% in Indonesia despite the COVID-19 lockdown.

Harley-Davidson: Email Like We Ride

Case Study • DMA (UK), Silver, 2020

Harley-Davidson, a motorcycle manufacturer, launched an email campaign featuring cinemagraphs, carousels and GIFs to give UK consumers a taste of the freedom they can experience when driving a Harley-Davidson.

VinFast: #phieucungxechat

Case Study • MMA Smarties, Gold, Vietnam, 2020

VinFast E-Scooter, a brand of electric scooters, promoted two e-scooters in Vietnam by leveraging TikTok's advanced branded effect technology to let users experience the e-scooters without leaving their homes.

Harley-Davidson: Boosting SEO with topic models

Case Study • Tradd Salvo, WARC Media Awards, Bronze, Best Use of Data, 2020

American motorcycle manufacturer Harley-Davidson rebuilt and optimised its website to attract organic traffic in order to engage a younger audience of potential riders.

Ski-Doo: Escape Mountain

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

Snowmobile maker Ski-Doo appealed to younger skiers and snowboarders with a TV and online episodic content series and grew market share to a record high in North America.

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.

Bajaj Avenger: Ride to Reboot

Case Study • Vinit Jani, WARC Awards for Asian Strategy, Entrant, 2020

Cruiser motorbike brand Bajaj Avenger majored on escapist creative to help liberate young Indians from the shackles of conformity and encourage them to join its rider lifestyle.

Gokada Nigeria: #Gokada2.0

Case Study • SABRE Awards, Diamond, Africa, 2020

Gokada, a motorbike hailing service, launched a media event that reversed negative brand perceptions by allowing the media to meet its newly-trained drivers and new bikes after a temporary closure due to bad service in Nigeria.

US, Motorcycles & bikes Ad/Sales ratio

Data • Cinzia Petio, WARC Data Points, May 2020

An overview of advertising as a percentage of sales in the motorcycles & bikes sector in the United States since 2007.

Ducati Motor Holding Spa: Multistrada Family – Born to travel

Case Study • Giacomo Frigerio, WARC Awards, Entrant, Effective Content Strategy, 2020

Motorcycle brand Ducati Motor Holding launched a new positioning in the travel sector with its Born to Travel campaign in Europe and the US.

Can-Am Ryker: A ride like no other

Case Study • Touché!, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Vehicle brand BRP took an unconventional approach to publicise the launch of its latest model to a younger target audience, teaming up with pop culture icons to increase awareness and drive trial.

Jawa: The Lazarus Motorcycle

Case Study • Saji Abraham, Sidhu Shivank, WARC Awards for Asian Strategy, Entrant, 2019

Legacy motorcycle brand Jawa used a cleverly seeded digital-only campaign to target millennials for its relaunch in India.

VanMoof: The no bike' bike launch"

Case Study • SABRE Awards, EMEA, Product Media Relations (trade media) , Gold, 2019

Bike-meets-tech company VanMoof used a media relations strategy to launch its latest range of connected city bikes across the UK, France and Germany.

Harley-Davidson: Common Ground

Case Study • Maxine Thomas, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Triumph Motorcycles: The Spirit of 59'

Case Study • DMA (UK), Bronze, 2018

Triumph, a motorcycle manufacturer, hit upon the idea of The Spirit of 59', calling on the brand's heritage to engage key European markets, the US and Japan.

Harley-Davidson Canada: Common Ground

Case Study • Maxine Thomas, Heather Segal, David Tremblay, WARC Media Awards, Bronze, Effective Channel Integration, 2018

Harley-Davidson, the motorbike brand, used a documentary series to connect with young people in Canada and increase sales.

Bajaj Avenger: Ride for Independence

Case Study • Ekta Relan, Pallavi Bhosale, WARC Awards for Asian Strategy, Entrant, 2018

Indian motorcycle manufacturer Bajaj ran a social awareness campaign focused on women's safety to strengthen association between freedom and liberation and its Avenger brand.

Hero MotoCorp: How we bought Competitive Keywords in 10X lower cost

Case Study • Emvies, Best Media Innovation, Digital, Search, 2018

Hero MotoCorp, a motorbike brand, improved consideration in India by partnering with key search engines to create a microsite which showed its superiority against its competitor within search results.

Hero Motocorp: The story of how we sold 74 bikes in a minute, every minute for 60 days

Case Study • Emvies, Best Integrated Campaign, Consumer Durables, 2018

Hero, the world's largest and most iconic two-wheeler company, used a multi-pronged strategy during Navratrato Diwali to arrest declining market share in India.

Royal Enfield: There is more to motorcycle than meets the eye

Case Study • SABRE Awards, South Asia, Fashion & Beauty, 2018

Royal Enfield, a motorcycles, bicycles, and parts company, associated its brand with style and safety by launching fashion look books and bringing influencers to stores to increase sales of its motorcycle gear in India.

America's e-scooter craze comes to Europe

News • 21 June 2018

PARIS: Residents of several major European cities have made use of bike-sharing schemes ever since Paris pioneered the hugely popular Vélib system in 2007 and now the French capital is about to become a test bed for e-scooters.

Indian Motorcycle: Inking our mark on motorcycle culture

Case Study • AME Awards, Gold, 2018

Indian Motorcycle, a motor brand, increased its market share in the US by challenging motorcross legend Carey Hart to get a tattoo with ink made from his motorbike.

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.