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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.

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.

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).

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.

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.

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.

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.

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.

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.

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.

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.

Volkswagen Ag: Laughing Horses

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

Volkswagen, an automotive brand, promoted its trailer assist with an emotional and comedic piece of video content that would win back brand love in Germany.

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.

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.