Automotive | WARC

Case Study • Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang, WARC Awards, Entrant, Effective Content Strategy, 2020

Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.

Bridgestone: Your Passion in Motion

Case Study • Ewa Schreiber, Martyna Lodzinska, Marcin Świejkowki, Rafał Broniarek, WARC Awards, Entrant, Effective Content Strategy, 2020

In Poland, tyre manufacturer Bridgestone launched a 10-month content strategy when a budget cut forced a rethink in how to defend its market share.

Shell Advance: Forever Outriders

Case Study • WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Oil brand Shell used the power of influencers and online content in Vietnam to increase awareness and preference among a young target audience.

Bangchak: Happy Eatery

Case Study • Pirapak Wipawawong, Wasin Pothikasem, Jiraporn Dechraksa, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Bangchak the energy company used a feel-good story of a local eatery to create brand love among a mass audience in Thailand.

Castrol: Truck Aasana

Rankings • WARC Effective 100, 2020

Engine oil lubricant brand Castrol connected to Indian truckers by using yoga to focus on their health.

Castrol: Influence the Influencer

Rankings • WARC Media 100, 2020

Castrol, a lubricant oil brand, created a WeChat mini-program that educated independent Chinese mechanics on the brand's products and increased brand engagement through activities and special in-app offers.

Phillips 66/Conoco: Conoco chooses Go with #MyHeroConoco

Case Study • SABRE Awards, IN2, North America, Best Use of Social Media or Analytics for Audience Insights or Influencer Targeting, 2020

Conoco, an energy corporation, connected with US millennials and increased positive sentiment by creating a Manga series and a chance for its audience to interact with its favourite characters.

BP: BPme Rewards – Little treats more often

Case Study • Data and Marketing Association, Bronze, 2019

BP, an oil industry company, launched a customer rewards scheme in the UK that provided little but often rewards to build a better relationship with its customers.

Shell Lubricants qualitative segmentation study

Research Paper • MRS Awards, Winner, MRS Award for Business-to-Business Research, 2019

Shell, an oil industry company, launched a large-scale ethnographic study to inform its global innovation and growth strategy, providing a new direction for redefining relationships with customers in the UK.

Castrol: Influence the Influencer

Case Study • Benjamin Condit, Chaojie Miao, Rocker Hu, Sienna Zhang, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.

Shell: Closing the online to offline loop with smart use of data

Case Study • Hong Tran, Clarissa De La Paz, Maaz Khan, Joanna Mary, WARC Media Awards, Shortlisted, Best Use of Data, 2019

Oil brand Shell implemented an innovative audience-targeting framework in Malaysia to investigate whether tactical promotions work and, at the same time, increase fuel sales and grow brand preference.

Shell Advance: Forever Outriders

Case Study • MMA Smarties, Silver, Vietnam, 2019

Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.

Shell: Cross-channel measurement beyond last-click attribution

Case Study • Hong Tran, Priyanka Gupta, Joyce Wu, Germaine Tse, WARC Media Awards, Bronze, Effective Channel Integration, 2019

Fuel brand Shell launched a multi-media promo programme to drive top-of-mind awareness and boost fuel sale volumes in Hong Kong.

Shell Advance: Forever Outriders

Case Study • Anupama Jha Kumar, WARC Media Awards, Entrant, Effective Channel Integration, 2019

Oil brand Shell used the power of influencers and online content in Vietnam to increase awareness and preference among a young target audience.

Castrol Magnatec: Yandex Zero Speed Banner project

Case Study • MMA Smarties, Silver, Turkey, 2019

Castrol Magnatec, a brand of engine oil, targeted consumers stuck in traffic with geo-targeted mobile banner ads to encourage product usage across Turkey.

Castrol: Influence the Influencer

Case Study • MMA Smarties, Gold, APAC, 2019

Lubricant oil brand Castrol used WeChat to build a gamified educational campaign for mechanics to get them onside as influencers in China.

Shell Advance Forever Outriders

Case Study • MMA Smarties, Gold, X (Global), 2019

Shell Advance, a motorbike engine oil brand, increased brand awareness across Vietnam by launching a campaign that showcased a group of motorcycle accident aid rescuers, and the brand's role in supporting it.

When brand partnerships go wrong ...

News • 07 November 2019

Brand partnerships can create a short cut to competitive edge, but when they go wrong, they are costly in terms of resources, time wasted and brand reputation, so it’s important to understand where mistakes commonly occur.

Castrol Influence The Influencer

Case Study • MMA Smarties, Gold, X (Global), 2019

Castrol, a lubricant oil brand, created a WeChat mini-program that not only educated independent Chinese mechanics on the brand's products but also increased brand engagement through activities and special in-app offers.

What Shell learned from its Agency of the Future review

News • 22 October 2019

Over the course of a year, Shell, the multinational oil and gas company, undertook a project to rethink its creative and media relationships at both a global and local level.

Axalta: GUARDIÕES DAS CORES

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2019

Axalta, a leading global manufacturer of automotive paint, grew its digital presence and connected with auto repair shops and refinish painters through an educational monthly video series.

How Shell built its Agency of the Future roster

Article • Sam Peña-Taylor, Event Reports, Festival of marketing, October 2019

Shell, the oil and gas company, rethought and reviewed its creative and media agency roster to set itself up for the future – and found far deeper value in collaborating closely and at a high level with agency partners.

Ceat: Use of blockchain technology to reduce ad fraud

Case Study • Emvies, Bronze, 2019

CEAT, a tyre company, created a video targeting campaign using blockchain to reach genuine audiences in India.

Castrol India: Super Mechanic contest

Case Study • Emvies, Silver, 2019

Castrol India, a brand of industrial and automotive lubricants, encouraged brand growth in India by launching a contest to find the best mechanic through a televised series.

Castrol: Truck Aasana

Case Study • Emvies, Silver, 2019

Castrol, an engine oil lubricant, connected with Indian truckers by using yoga to focus on their health.