Automotive | WARC

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.

Tata Motors: Ramadan – Celebrating Goodness In Middle East

Case Study • Soumitra Pal, WARC Awards, Entrant, Effective Content Strategy, 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.

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.

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.

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.

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.

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.

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.

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.

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 • Direct Marketing Association - 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 • Direct Marketing Association - 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 • The Communications Council, 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.

Kubota Tractor Australia: This is the Life

Case Study • James Gall, Lachlan Drummond and Malcolm Owens, The Communications Council, 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: Tough is not Enough

Case Study • Anuj Mehra, The Communications Council, 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.

Ford Motor Company: The Science of Truck

Case Study • Anuj Mehra, The Communications Council, 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.

Mahindra Tractors: Empowering farmers to #SowTheFuture

Case Study • Steven Sadiq, Karan Arora, WARC Awards, Entrant, Best Use of Brand Purpose, 2017

This case study shows how Mahindra Tractors, a tractor brand, successfully engaged with Indian farmers by creating a content platform that accurately portrayed its vast community.