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John Deere: The Farm Must Go On

Case Study • SABRE Awards, Gold, North America, 2021

John Deere, an agricultural machinery manufacturer, partnered with non-profit organisation Farm Rescue to raise money to help Farm Rescue gather volunteers to provide assistance to farmers in the USA.

Scania: The Unbelievable Truth

Case Study • DMA (UK), Gold, 2020

Scania, a manufacturer of commercial vehicles, increased web traffic and achieved an ROI of £220:1 with its compelling campaign that took consumers on an online journey.

Chevrolet: Master Building The All-New Chevy Silverado

Case Study • MMA Smarties, Gold, X (Global), 2020

Chevrolet, an automotive brand, partnered with LEGO and Warner Brothers to promote the launch of its new Silverado truck in the US through social content that featured a full-size Silverado truck built out of LEGO blocks.

Swaraj Tractors: Digitising a legacy tractor brand

Case Study • Varun Sekar, Siddharth Sheth, Ajay Ravindran, Amandeep Singh, WARC Awards 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.

Ford Ranger Malaysia: Crash Test Drive

Case Study • Su Ling Chan, Danesh Asokkumar, WARC Awards 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.

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 Xenon: Only The Tough Can

Case Study • Soumitra Pal, WARC Awards, Entrant, Effective Content Strategy, 2020

TATA Motors, a car manufacturer, developed a nationalistic anthem that showcased its cars as a tool to drive Tunisian national development that resulted in a brand awareness and affinity increase.

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 Awards 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 Awards 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.

Tata Yodha: Unshakeable, Unstoppable in Nepal

Case Study • Soumitra Pal, WARC Awards 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.

Mahindra Tractors: Insuring aspirations

Case Study • Subhendu Kumar, WARC Awards 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 Super Ace: Drive Your Own Life

Case Study • Soumitra Pal, WARC Awards 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 Awards 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.

Les Binet outlines why "share of search" is a powerful, predictive marketing metric

Article • Stephen Whiteside, Event Reports, IPA EffWorks 2020, January 2021

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 mass-market automotive

Article • WARC Category Intelligence, September 2019

Global strategies, campaign updates and trends in the mass-market automotive category.
What’s working in automotive

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in the automotive category.
What’s working in luxury autos

Article • WARC Category Intelligence, April 2018

Global strategies, campaign updates and trends in the luxury auto category.
Audi: The value of Vorsprung durch Technik over four decades

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.
Lexus: Find Your Unbeaten Path

Case Study • Terence Ling, WARC Awards 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.