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Lexus: Find Your Unbeaten Path

Case Study • Terence Ling, WARC Prize 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.

Volkswagen China: Deep Fake Selfie

Case Study • Ian Dolan, WARC Prize for Asian Strategy, Entrant, 2020

Auto manufacturer VW China used an AI-based social media campaign to drive brand engagement, test drives and sales of its Touareg SUV among 30 to 45-year-olds, despite the model's limited availability in dealerships.

Avancier: The Most Exclusive Launch at Home

Case Study • Taku Morikami, WARC Prize for Asian Strategy, Entrant, 2020

Avancier, the car model, used an innovative PR approach to launch its updated model during the COVID-19 lockdown in China.

Nissan Patrol: Conquer Everywhere

Case Study • Garrett Olexiuk, Bhaskar Bateja, Remie Abdo, WARC Prize for MENA Strategy, Bronze and Research Excellence Award, 2020

Car manufacturer Nissan Middle East used a multichannel, personalised data-driven strategy to relaunch its Patrol marque in the United Arab Emirates.

Jeep: Champion of Adventure at the Winter X Games

Case Study • WARC Cases, 2019

Car brand Jeep refreshed its sponsorship of the Winter X Games in Aspen, Colorado, through an immersive experience that increased leads for its Wrangler vehicles.

Volkswagen Touareg: Do Your Own Stunts

Case Study • AME Awards, Silver, 2020

Volkswagen, an automotive brand, launched Do Your Own Stunts, a social media-led activation campaign to drive sales and test drives for the Volkswagen Touareg in China.

Subaru Canada: Greatest Outback Of All Time (G.O.O.A.T.)

Case Study • AME Awards, Silver, 2020

Subaru Canada, an automotive brand, launched a humorous campaign in Canada that compared the Outback car to a Canadian mountain goat to prove that the car is the true greatest of all time (GOAT).

VW: Deep Fake - You the Action Hero

Case Study • AME Awards, Silver, 2020

Volkswagen, an automotive brand, increased footfall to its dealerships in China by launching AI face-swapping technology that allowed consumers to be part of an action car chase in is Touareg model.

Ford Everest: Carpool Talk

Case Study • Hang Nguyen, WARC Awards, Entrant, Effective Content Strategy, 2020

Car-manufacturer Ford used a disruptive content marketing campaign, amplified on social media, to change perceptions of its Everest SUV in Vietnam.

Honda: Honda SENSING Cart

Case Study • Mark Leong, David Lim, WARC Awards, Entrant, Effective Innovation, 2020

Auto manufacturer Honda hit on an innovative way to simulate a test drive that allowed it to reclaim market share and demonstrate to Malaysian consumers how advanced safety technology can benefit drivers.

Renault: Dragon's Cave - The Return

Rankings • WARC Effective 100, 2020

Automaker Renault launched its Kwid Outsider model in Brazil through a film which appealed to pop-culture fans and was promoted in a Hollywood-style trailer.

MINI On-Demand: Tweet to Test Drive

Case Study • WARC Cases, 2018

BMW-owned automotive brand MINI drove dealership visits and leads for its Countryman model in the US through a unique approach to the test-drive experience.

Volvo: Competitors' Sale

Rankings • WARC Media 100, 2020

Volvo, an automotive brand, launched its XC60 diesel car with a campaign that sold competitors’ cars for diesel drivers looking to upgrade their old car for the new Volvo model.

Renault: Dragon's Cave – The Return

Case Study • WARC Cases, 2019

Automaker Renault launched its Kwid Outsider model in Brazil through a film which appealed to pop-culture fans and was promoted Hollywood-style.

Ford Everest: Carpool Talk

Case Study • Hang Nguyen, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2019

Car-manufacturer Ford used a disruptive content marketing campaign, amplified on social media, to change perceptions of its Everest SUV in Vietnam.

Volkswagen: T-Dance

Case Study • Eliza Poor, Jordan Heathfield, Jim Lerch, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Car-maker Volkswagen joined with online video-sharing and streaming service Miaopai to create a global, dance-based UGC campaign to appeal to young, potential SUV buyers in China.

Mahindra XUV3OO launch – BLINK TO EXPERIENCE

Case Study • MMA Smarties, Finalist, India, 2019

Mahindra, a car manufacturer, promoted its new XUV300 vehicle by launching an augmented reality ad campaign that showed users new features of the car every time they blinked.

Kia dealer coop platform: Turning every Kia dealer into a display advertising expert

Case Study • MMA Smarties, Bronze, EMEA, 2019

Kia, an automotive brand, successfully increased its web and showroom traffic using a search optimisation and digital display strategy that introduced its Spanish consumers to a more digital shopping experience.

Jeep: Creating India's largest installation – Asia Book of Records Totle

Case Study • Emvies, Bronze, 2019

Jeep, an automotive brand, launched a 25,000 square foot billboard on a busy national highway in India to create brand awareness across the country.

MG Hector: It’s A Human Thing

Case Study • Mainak Bag, WARC Prize for Asian Strategy, Entrant, 2019

MG, the automotive brand, successfully launched the Hector SUV in the Indian market by humanising the car's technological features.

Renault: New Kadjar launch campaign

Case Study • Yao Wu, WARC Prize for Asian Strategy, Entrant, 2019

French multinational automobile manufacturer Renault launched a sustain campaign following the launch of its C-SUV, the New Kadjar, in China that focused on creating an emotional bond with consumers while increasing sales.

How small SUVs drove Mitsubishi to #1

Case Study • Effies (Australia), Bronze, Australian Effie Awards, 2019

Mitsubishi Motors Australia, an automotive brand, increased sales of its new Eclipse Cross SUV by launching a campaign that promoted it as ideal for a drop it and go get away.

Jeep optimistic despite India auto slump

News • 14 August 2019

Last week’s launch of the Jeep Wrangler in India grabbed headlines in the trade press, and while many in the sector are concerned about the slump in auto sales in 2019, the man charged with shifting the new Jeep model is optimistic the market w

Cadillac drives social conversations, positive sentiment and digital traffic with Oscars campaign

Article • Stephen Whiteside, Event Reports, IAB NextGen Marketing Summit, June 2019

Cadillac used a campaign around the 2019 Academy Awards to encourage consumers to reappraise its family of sports utility vehicles.

Ford: Feel The View

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Ford, the American motor company, raised awareness about visually impaired people in Italy through a device that turned a car window into a tactile screen.

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.