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.
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.
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.
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.
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.
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.
Case Study•
Data and Marketing Association, 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.
Case Study•
Data and Marketing Association, 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.
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.
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'.
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.
Case Study•
Account Planning Group - (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.
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, 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.
Cadillac, the auto marque, has placed the concept of “earnership” at the heart of its marketing efforts, in reflection of both its own storied legacy, as well as broader cultural trends.
Case Study•
Garrett Olexiuk, WARC Prize for MENA Strategy, Entrant, 2019
Luxury vehicle brand Infiniti harnessed behavioural economics to create an immersive experience that allowed visitors to the Dubai International Motor Show to get to know its vehicle.
This report summarises the latest research from WARC's Data platform, with a focus on new advertising investment forecasts by product category, which are exclusive to WARC Data clients. Key findings include:
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.
Audi, an automotive brand, overtook BMW in the UK by launching two series of TVCs demonstrating how the beauty and intelligence of its cars overpowered speed.
