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Chevrolet Spark CVT: The car that once again had it all

Case Study • Mariana Juarez, Mariana De Pina, Itzel Elorza, Carla McCloskey, WARC Awards, Entrant, Effective Social Strategy, 2018

Car brand Chevrolet launched a CVT automatic version of its entry-level car in Mexico with a clever, engaging campaign to convince younger buyers that affordable comfort is possible.

Renault: A map of all the places this car will take you

Case Study • DMA (UK), Bronze, Automotive

This case study describes how Renault, the car maker, launched a new 4x4 model into a highly competitive market in the UK using a targeted CRM programme.

Toyota: More than a million pounds investment for a little silver pack

Case Study • DMA (UK), Silver, Best business to business campaign

This case study describes how Toyota, the car maker, motivated staff in Toyota Centres across the UK in order to increase local marketing activity before the launch of a new model.

Volkswagen Canada: Where's Sportswagon?

Case Study • DMA (US), Bronze, DMA International ECHO Awards, 2016

This case study details how Volkswagen, a car manufacturer, sold its 2015 Volkswagen Golf Sportswagon in Canada with its Where's Sportswagon? campaign.

Smart Forfour: Film - 'Swearing Kids' (Germany)

Rankings • WARC Creative 100, 2016

Contains the film creative 'Swearing Kids' for Smart Forfour by the agency BBDO Germany in Germany.

Smart Forfour: Film - 'Shock' (Germany)

Rankings • WARC Creative 100, 2016

Contains the film creative 'Shock' for Smart Forfour by the agency BBDO in Germany.

Daimler AG / Smart: Offroad

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2015

This case study describes how in Germany Daimler AG stimulated interest in an ageing model of smart car boosting sales by highlighting its shortcomings.

Nissan: Winter Warrior

Case Study • CASSIES (Canada), Bronze, Canadian Advertising Success Stories, 2015

This case study explains how Nissan used a masculine ad campaign to improve Canadians' opinion of its Rogue model and, in particular, its off-road capabilities.

Smartfortwo: Print - 'Fiat 500', 'Volkswagen Up', 'Peugeot 108' and 'Toyota Iq' (France)

Rankings • WARC Creative 100, 2015

Contains the print creative 'Fiat 500', 'Volkswagen Up', 'Peugeot 108' and 'Toyota Iq' for Smartfortwo by the agency CLM BBDO in France.

Smart Forfour: Film - 'Shock' (Germany)

Rankings • WARC Creative 100, 2015

Contains the film creative 'Shock' for Smart Forfour by the agency BBDO in Germany.

Mazda New Zealand: There's a Mazda2 look for you

Case Study • DMA (US), Silver, DMA International ECHO Awards, 2014

This case study describes how Japanese automotive company Mazda promoted its supermini car Mazda2 in New Zealand.

Opel: ADAM&YOU

Case Study • Euro Effies (pan-European), Bronze, Euro Effies, 2014

This case study describes how Adam Opel AG, a car manufacturer, promoted its Opel (Urban City Car) to people that perceived themselves to be in the creative elite in Germany and Italy.

Volkswagen Polo Gti: Print - 'College', 'Dinner', 'Soccer' (Mexico)

Rankings • WARC Creative 100, 2014

Contains the print creative 'College', 'Dinner', 'Soccer' for Volkswagen Polo Gti by the agency DDB Mexico in Mexico.

Smart Fortwo: Print - 'Restaurant', 'Entry' and 'Purse' (Germany)

Rankings • WARC Creative 100, 2014

Contains the print creative 'Restaurant', 'Entry' and 'Purse' for Smart Fortwo by the agency BBDO Berlin in Germany.

smart drive: Launching the smart car in the Ukraine

Case Study • Alexey Novikov and Maryna Grygorenko, WARC Prize for Innovation, Entrant, 2013

This case study describes the 2012 official launch of the Mercedes-Benz marque, the smart, in the Ukrainian car market.

Smart Fortwo: Print - 'Mini Billboards' (Spain)

Rankings • WARC Creative 100, 2013

Contains the print creative 'Mini Billboards' for Smart Fortwo by the agency Contrapunto BBDO in Spain.

Smart Fortwo: Film - 'Offroad' (Germany)

Rankings • WARC Creative 100, 2013

Contains the film creative 'Offroad' for Smart Fortwo by the agency BBDO Proximity in Germany.

Audi A1 - A big idea, condensed

Case Study • James Mitchell and Ross Berthinussen, IPA (UK), Bronze, IPA Effectiveness Awards, 2012

This case describes the UK launch of the Audi A1, which represented the first time a prestige car brand had produced a small car.

Nissan: Juke - Stay awake

Case Study • Euro Effies (pan-European), Silver, Euro Effies, 2012

Nissan, the automotive brand owner, wanted to grow in the small car segment with a new model, the Juke, whilst simultaneously maintaining sales of its Qashqai and Micra brands.

Kia Rio: Admiration Guaranteed

Case Study • Euro Effies (pan-European), Bronze, Euro Effies, 2012

Despite strong performance attributes, the Kia Rio model - part of the Hyundai group's stable of cars - lacked a strong brand image that could help it connect with consumers in their 30s.

Volkswagen Polo: Youth marketing

Case Study • Ashwini Kamat, Deepa Jatkar, Zarius Captain, Aatika Ansari, Rohan Jadhav, Ankita Derasaria,Pooja Patil, Nova Das, Pradeepan Pacha, Alex Anthony, Girish Vyas, Padmaraj Krisnkutty and Sridhar Surve, WARC Prize for Innovation, Entrant, 2012

Volkswagen was a relatively unknown automotive brand in India with awareness of only 22%. But for the launch of its flagship Polo supermini model into the highly competitive hatchback segment, it was seeking an awareness of 40% and an ambitious sales target of 14,000 units.

Mercedes-Benz China: Smart engagement

Article • Thomas Nolsoee, Admap, May 2012, pp. 28-29

Mercedes-Benz in China faced a challenge in selling its Smart car. Several campaigns had resulted in high awareness and customer inquiries but these did not convert to sales.

Tata Nano: A case study in marketing a good product badly

Article • Anita Basalingappa, WARC Exclusive, MICA, January 2012

The goal for the Tata Nano was to sell the world's cheapest car (without compromising on safety, quality and environment) to the lower- and middle-income segments in India.

Toyota Iq : Digital - 'Iq Streetview' (Belgium)

Rankings • WARC Creative 100, 2012

Contains the digital creative 'Iq Streetview' for Toyota Iq by the agency Happiness in Belgium.

Mercedes-Benz Mupi Smart: Print - 'Mupi Smart' (Spain)

Rankings • WARC Creative 100, 2012

Contains the print creative 'Mupi Smart' for Mercedes-Benz Mupi Smart by the agency Contrapunto BBDO in Spain.

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.