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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.

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 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 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.

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.

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.

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'.

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'.

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 • 11 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 • 07 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.

Chinese consumers expect to buy more imported brands

News • 29 May 2018

BEIJING: Three in ten Chinese consumers expect to buy more imported products over the next six months, according to a new survey by the Ministry of Commerce.

Nissan emphasises the fun of electric vehicles

News • 25 January 2018

SINGAPORE: Early adopters of electric vehicles may have been motivated by environmental concerns, but a leading Nissan executive says the next generation of EV consumers are driven by the experience – and so marketing to them must emphasise fun

VW and Hyundai advance driverless car aims

News • 07 January 2018

SAN FRANCISCO: Volkswagen and Hyundai are separately teaming up with an autonomous vehicle tech start-up based in Silicon Valley with the aim of launching self-driving cars by 2021.

Alibaba, Ford sign strategic partnership

News • 07 December 2017

SHANGHAI: Alibaba, the Chinese e-commerce giant, has formed a strategic three-year partnership with Ford, which could see the American automaker sell cars on Alibaba’s Tmall online marketplace.

Marketer’s Toolkit 2019: Strategy, tech and media for the year ahead

Article • WARC Trends, December 2018

WARC's Marketer’s Toolkit 2019 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
The evolution of direct-to-consumer brands: Admap summary deck

Article • Admap Magazine, January 2019

A summary of new thinking and best practice on the evolution of direct-to-consumer brands from Admap.
Toolkit 2018: How brands can respond to the year's biggest challenges

Article • WARC Trends, December 2017

WARC's Toolkit 2018 report outlines the key challenges facing brands in the year ahead, and guidance on how to meet them.
Insights from CMOs: How global brands can adapt to the e-commerce revolution

Article • Greg Paull and Shufen Goh, Admap Magazine, January 2019

Shares research with leading global CMOs that uncovers common threads, solutions and best practices to address the challenge from agile, direct-to-consumer competitors and the move to online sales.
Delivering effective digital customer experiences

Article • Jamie Brighton, WARC Best Practice, January 2018

Key tips on delivering effective digital customer experiences, an area of increasing importance as customers are putting less emphasis on the products they buy from brands and more on the experience they receive.
How to design a branded customer experience

Article • Stuart Crawford-Browne, WARC Best Practice, July 2016

This article considers best practices for not only providing consumers with products but with experiences that reflect the values, interests, and benefits of the brand in a way that is relevant and engaging.