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Ford Ranger Malaysia: Crash Test Drive

Case Study • Su Ling Chan, Danesh Asokkumar, WARC Prize for Asian Strategy, Entrant, 2020

Auto brand Ford increased sales of its Ranger pick-up truck in Malaysia by rolling out a VR test-drive experience.

Swaraj Tractors: Digitising a legacy tractor brand

Case Study • Varun Sekar, Siddharth Sheth, Ajay Ravindran, Amandeep Singh, WARC Prize for Asian Strategy, Entrant, 2020

Swaraj Tractors, the agricultural tractor brand, reimagined the traditional rural marketing customer journey with a digital campaign to grow leads and sales in India.

Tata Motors: Celebrating goodness in the Middle East

Case Study • Soumitra Pal, WARC Prize for MENA Strategy, Entrant, 2020

Vehicle manufacturer Tata Motors created a digital and on-ground Ramadan campaign to affirm its position as a full-range commercial vehicle player and build brand love in the Middle East.

Ford Ranger Malaysia: Crash Test Drive

Case Study • Su Ling Chan, Danesh Asokkumar, WARC Awards, Shortlisted, Effective Innovation, 2020

Auto brand Ford increased sales of its Ranger pick-up truck in Malaysia by rolling out a VR test-drive experience.

Ford: Ranger 360 – Tough Done Smarter

Case Study • Eugenia Teo, WARC Media Awards, Entrant, Effective Use of Tech, 2019

The Ford Ranger 360 Showroom campaign in the Philippines managed to bring the full experience of a Ford showroom direct to users on their mobile phones.

Toyota: Hilux – You’ll be fine

Case Study • Will Jellicoe, WARC Media Awards, Shortlisted, Effective Use of Tech, 2019

Toyota made savvy media choices to increase awareness and drive consideration of its Hilux model in the UK.

Tata Ace Mega XL: Keep Loading

Case Study • Navonil Chatterjee, Siddhant Lahiri, Aditi Anand, WARC Prize for Asian Strategy, Shortlisted, 2019

Tata Motors used a social media and gamification strategy to launch and drive sales of its Tata Ace Mega XL mini-truck model in India.

Tata Ace Gold: The Time-Travelling Truck

Case Study • Navonil Chatterjee, Siddhant Lahiri, Aditi Anand, WARC Prize for Asian Strategy, Entrant, 2019

Small commercial vehicle brand Tata Ace Gold launched an awareness-raising campaign in the Indian market to sell yesterday's vehicle to today's generation and drive sales.

Ford Motor Company: Safe Cap

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

Ford, the American motor company, reconnected its Ford Trucks brand with its audience in Brazil by creating a wearable accessory that let truck drivers know when to take a rest.

Tata Ace Gold: The Time-Travelling Truck

Case Study • Navonil Chatterjee, Siddhant Lahiri, Aditi Anand, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Small commercial vehicle brand Tata Ace Gold launched an awareness-raising campaign in the Indian market to sell yesterday's vehicle to today's generation and drive sales.

Tata Ace Mega XL: Keep Loading

Case Study • Navonil Chatterjee, Siddhant Lahiri, Aditi Anand, WARC Awards, Entrant, Effective Social Strategy, 2019

Tata Motors used a social media and gamification strategy to launch and drive sales of its Tata Ace Mega XL mini-truck model in India.

Mercedes-Benz Vans: The Universal Language of Pain

Case Study • Predashanok Isarangura, Suthisak Sucharittanonta, Anuwat Nitipanont, WARC Awards, Entrant, Effective Innovation, 2019

Mercedes-Benz, the vehicle manufacturer, created a set of symbols for pain to assist the medical community in Thailand, building a connection with users of its Sprinter van model.

Mahindra Tractors: Insuring aspirations

Case Study • Subhendu Kumar, WARC Prize for Asian Strategy, Entrant, 2018

Tractor brand Mahindra devised a new approach to strengthen brand value while addressing a pressing social problem in India.

Tata Yodha: Unshakeable, Unstoppable in Nepal

Case Study • Soumitra Pal, WARC Prize for Asian Strategy, Entrant, 2018

Automobile manufacturer Tata Motors used an online campaign to launch its new Yodha pick-up truck and regain market share in Nepal.

Tata Super Ace: Drive Your Own Life

Case Study • Soumitra Pal, WARC Prize for Asian Strategy, Entrant, 2018

Automobile manufacturer Tata Motors ran an integrated campaign to increase brand awareness and consideration for its Super Ace as a versatile mini-truck in the markets of Vietnam and the Philippines.

Ford Vietnam: How Ford Ranger Regained the Top Spot in Vietnam

Case Study • Dragons of Asia, Best in Vietnam, Best Brand Trial Or Sales Generation Campaign, Bronze, 2018

Ford Vietnam, an automotive brand, increased market share in the truck segment in Vietnam by launching 7 different videos that showed key features of its Ranger truck.

Volvo Trucks: The right part at the right time

Case Study • DMA (US), Silver, 2018

Volvo Trucks, a global truck manufacturer, created a central database that personalised communications with its customers in Brazil to increase brand value and sales conversions.

Ford Trucks of Brazil: Safe Cap

Case Study • DMA (US), Gold, 2018

Ford Trucks, an automotive brand, enhanced its customers’ experience in Brazil by launching a technological safe cap that alerts drivers when they start to get tired.

Ford Motor Company: Tough is not Enough

Case Study • Effies (Australia), Silver, Australian Effie Awards, 2018

Ford, a car manufacturer, was able to disrupt the status quo by challenging the market leader as it took a new approach to marketing to truck buyers in Australia.

Thor Trucks: Beating Tesla to the streets

Case Study • SABRE Awards, North America, Automotive, 2018

Thor Trucks, a transportation lab, launched its new ET-One truck in the US by creating an exclusive that compared its fully electric truck to one of its rivals, Tesla.

Tata Motors: Use Dipper at Night

Case Study • Hari Ramanathan, Navonil Chatterjee, Siddhant Lahiri, WARC Prize for Asian Strategy, Silver and Channel Thinking Special Award, 2017

Indian truck-maker Tata Motors used trucks as an advertising medium to launch a brand of condoms aimed at truckers.

Precision location targeting to capture interest of probable Ford Ranger customers

Case Study • MMA Smarties, Finalist, 2017

Ford, a multinational automaker, launched a campaign in Vietnam to remain the top seller of pickup trucks with its Ford Ranger.

Ford Motor Company: Tough is not Enough

Case Study • Anuj Mehra, Effies (Australia), Silver, Australian Effie Awards, 2017

This case study shows how Ford Motor Company's brand 'Ford Ranger' succeeded in repositioning the well-established Toyota HiLux as outdated, resulting in Australian drivers choosing the Ford Ranger and tripling its baseline sales growth.

Kubota Tractor Australia: This is the Life

Case Study • James Gall, Lachlan Drummond and Malcolm Owens, Effies (Australia), Bronze, Australian Effie Awards, 2017

This case study looks at how Kubota Tractor Australia's 'This is the Life' campaign transformed marketing of the entire category and targeted professional farmers while also identifying a new lifestyle segment.

Ford Motor Company: The Science of Truck

Case Study • Anuj Mehra, Effies (Australia), Bronze, Australian Effie Awards, 2017

This case study shows how the automotive company, Ford Motor, introduced a campaign, The Science of Truck, for its Ford Ranger brand, which succeeded in making Australian drivers choose Ranger over its competitor, the Toyota HiLux.

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.
Global Ad Trends: Product category ad investment 2020

Data • James McDonald, WARC Data, October 2019

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:
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.
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.
Beauty and brains: How we supercharged the Audi premium 2015-2018

Case Study • Will Lion, Institute of Practitioners in Advertising, Grand Prix, IPA Effectiveness Awards, 2018, pp. 0-0

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.
What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.