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Volvo: Unsafe Thinking

Case Study • APG (UK), Entrant, 2021

Volvo, a car manufacturer, launched a campaign in the UK to increase brand growth, improve brand perceptions and build salience.

Audi: Four Rings. Four Decades. Four No's.

Case Study • APG (UK), Bronze, 2021

Behind the winning idea: Lexus – Small business drive

Article • Fergus O'Carroll, Jerome Ooi and Terence Ling, WARC Exclusive, September 2021

In this episode of Behind the Winning Idea, we explore the strategy, execution and outcome of Lexus: Small business drive, awarded a Silver in Customer Experience and the Personalisation & Insight Award in the 2021 WARC Awards for Effectiveness.

How micro-influencers helped drive sales of the Lexus IS

Article • Jo Bowman, Event Reports, ANA Influencer Marketing & Activation Conference, August 2021

Lexus, the automaker, successfully tapped the power of micro-influencers to fuel sales of its IS sports sedan.

Lexus: Go all in

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In the US, automotive brand Lexus launched a campaign to promote the new Lexus IS sports sedan.

Volvo: Sustainability story

Case Study • Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021

In 2017, Volvo, an automotive brand, wanted to increase car sales and expand the meaning of its purpose by creating a sustainable pillar with the aim to protect and sustain.

Audi: How race cars and Sinatra drove irresistible results for Audi Australia.

Case Study • WARC Awards for Effectiveness, Entrant, Instant Impact, 2021

Audi, the car company, tackled a short-term crisis and delivered a campaign that managed to turn over $12.1 million profit in Australia.

Volvo: Living Seawall

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Volvo, an automobile brand, created a Living Seawall to reposition its image and attract premium car buyers in Australia.

Lexus: Small business drive

Case Study • WARC Awards for Effectiveness, Silver, Customer Experience, and Personalisation & Insight Award, 2021

Luxury car brand, Lexus, ran data-driven test-drives to connect adventure-seeking drivers with unexplored urban locations in Hong Kong.

Lexus: Find your unbeaten path

Rankings • WARC Effective 100, 2021

Lexus, a luxury automobile brand, ran a data-driven campaign for its UX crossover SUV that used personalised test drives to engage adventurous urbanites in Hong Kong.

Volvo: Omtanke – rethinking Volvo

Rankings • WARC Effective 100, 2021

Volvo, an automobile brand, created a Living Seawall to reposition its image and attract premium car buyers in Australia.

Lexus: Find Your Unbeaten Path Machine translated

Case Study • WARC Cases, WARC Prize for Chinese Strategy, Gold for Smart Spender 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.

What’s working in automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive category.

Lexus UX: Unbeaten Paths – Small Business Drive

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.

Maserati: Redefining media strategy to increase brand engagement

Case Study • Dr. Viral Nagori, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Luxury car-maker Maserati created a member-get-member social media campaign, with WeChat as its central platform, to drive engagement and sales in China.

Cadillac Live

Case Study • MMA Smarties, Gold, X (Global), 2020

Cadillac, an automotive brand, increased sales in Canada and the US by launching Cadillac Live, an online digital showroom that changed how consumers shopped for luxury cars.

Volvo Cars Australia: How redefining safety drove record sales for Volvo

Case Study • APG (AUS), Creative Strategy Awards, Finalist, 2020

Volvo, an automobile brand, boosted sales and improved its brand image in Australia with a platform built around the concept of 'Omtanke': a Swedish word meaning 'care' and 'consideration'.

Innovation can build brand fame

Opinion • Matt Simms, November 2020

Volvo Cars has a beautiful heritage: a belief that because cars are driven by people, they should be safe.

Audi: The value of Vorsprung durch Technik over four decades

Case Study • IPA (UK), 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.

Chinese consumers prefer to buy luxury clothes and jewellery in-store

Data • Rob Clapp, WARC Data Points (Curated), September 2020

An overview of luxury goods consumers in Mainland China and Hong Kong and online and offline retail.

Lexus: Find Your Unbeaten Path

Case Study • Terence Ling, WARC Awards 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.

Volvo Cars: #BreatheFree – Democratizing Clean Air

Case Study • Preeti Mascarenhas, Rachit Khanna, Aditi Thakur, Deep Singh, WARC Awards for Asian Strategy, Entrant, 2020

Volvo Cars activated a location-based multimedia campaign to establish itself as an environmentally responsible auto brand in India and differentiate itself from German-made luxury automobile brands.

How Cadillac is using e-commerce during COVID-19

News • 24 August 2020

Cadillac, the auto brand, has been able to adapt during the COVID-19 pandemic thanks to e-commerce tools that allow consumers to replicate much of the buying experience online.

COVID-19’s leveling effect: Cadillac adjusts to find new sales channels online

Article • Geoffrey Precourt, WARC Exclusive, August 2020

Cadillac, the automaker, has adapted in numerous ways to the COVID-19 pandemic as it keeps up with changing habits and preferences among consumers.

Jaguar Land Rover for International Women in Engineering Day: Girls Can Be Engineers Too

Case Study • SABRE Awards, Gold, EMEA, 2020

Jaguar Land Rover, an automotive brand, produced a short film that showed gender bias from a young age and encouraged more females to get into engineering by asking children to draw who they think would engineer a Range Rover Sport.

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 automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive category.
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.
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.
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.