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Maserati: Redefining media strategy

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.

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, 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 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.

Volvo Cars: #BreatheFree – Democratizing Clean Air

Case Study • Preeti Mascarenhas, Rachit Khanna, Aditi Thakur, Deep Singh, WARC Prize 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.

Audi South Africa: Customer Private Lounge

Case Study • SABRE Awards, Gold, Africa, 2020

Audi, an automotive brand, created a virtual reality-enabled Customer Private Lounge to demonstrate its first class design and drive sales in Nigeria.

BMW: Road to Coachella

Case Study • AME Awards, Bronze, 2020

BMW, a car manufacturer, launched the Road to Coachella campaign in the US to successfully showcase its partnership with the Coachella festival.

Luxury car brands in India go digital in bid to save sales

News • 03 May 2020

Car sales in India have collapsed with even Maruti Suzuki India, the country’s largest manufacturer, reporting that it did not sell a single unit in the domestic market in April, yet some luxury brands are finding innovative ways to fight back.

Bentley: An Extraordinary Journey to the Future

Case Study • Hanna Lubin, WARC Awards, Entrant, Effective Content Strategy, 2020

Luxury automotive brand Bentley changed perceptions of a new younger audience in the UK through the use of innovative, compelling content.

Volvo Cars Australia: Omtanke – rethinking Volvo

Case Study • Matthew Simms, WARC Awards, Grand Prix, Effective Innovation, 2020

Car manufacturer Volvo created a Living Seawall to reinvent its image and attract luxury car buyers in Australia.

Jaguar Land Rover: The Evoque button – Triggering a reaction

Case Study • DMA (UK), Gold, 2019

Jaguar Land Rover, an automotive brand, increased test-drives of its Range Rover Evoque model in the UK by replicating its start/stop button in an email, allowing consumers to book in one click.

Bentley Motors: EXP100GT – The future of extraordinary journeys

Case Study • DMA (UK), Silver, 2019

Bentley Motors, a luxury automotive brand, created a 360-degree campaign hub and AR app to engage future customers in the UK who aren't typically car fans.

Audi: Confindustria Partnership

Case Study • Philip Hewitt, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Car manufacturer Audi formed a partnership with trade federation Confindustria and promoted it via radio, print and digital to boost awareness and engagement among business leaders in Italy.

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'.

BMW Canada: The Perfect 10 is Now the 8

Case Study • MMA Smarties, Gold, North America, 2019

Luxury car brand BMW created a cross-mobile integrated media campaign to appeal to elite and aspirational buyers for the launch of its 8 Series marque in Canada and the US.

Lexus: Can an AI write an award-winning paper?

Case Study • APG (UK), Entrant, 2019

Lexus, an automotive brand, launched a car ad that used a script created by its AI function to maximise effectiveness of the launch of its new ES model in Australia.

Remixing Audi to Hit the Top Spot

Case Study • APG (UK), Gold, 2019

Audi, the car manufacturer, remixed its communications by creating more playful ads to increase the desirability of its cars.

What's working in luxury

Article • Anna Hamill, WARC Category Intelligence, September 2019

Global strategies, campaign updates and trends in luxury.

ICONIQ Motors: Enter the Future

Case Study • Kestrel Lee, WARC Prize for Asian Strategy, Entrant, 2019

Electric vehicle manufacturer ICONIQ used VR art and influencers to generate positive media coverage and gain attention from younger audiences during the Shanghai Auto Show in China.

BMW Asia taps e-commerce platform for sales

News • 04 September 2019

BMW, the luxury carmaker, is launching a new model in Singapore via a branded store on the Lazada e-commerce platform in what is claimed as a first for an auto brand.

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, October 2020

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.
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.
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'.
Nearly half of consumers will delay purchases until COVID-19 outbreak is over

Data • Rob Clapp, WARC Data Points (GlobalWebIndex), April 2020

An overview of delayed purchases during the novel coronavirus (COVID-19) outbreak across 17 markets.