Shortlisted 2018AUTOMOTIVE BrandMICHELINLead AgencyWAVEMAKERContributing CompanyLICHTHOF GMBH MICHELIN DRIVESTYLE SEASON 02The Challenge Tires! Yeah ... who cares. Almost nobody. Tires are low involvement products with long purchase cycles. The WAVEMAKER mission: increase Michelin’s brand preference. And make Michelin visible in the passive purchase phase, when nobody's interested in product information. Michelin has taken the backseat in terms of [...]
Shortlisted 2018AUTOMOTIVE BrandSEAT IBIZALead AgencyPHD GERMANYSEAT Ibiza - The most danceable campaignThe Challenge To launch the new generation of the Ibiza, SEAT’s communication approach needed to break the clutter and set apart from competitors. With its rich Barcelona heritage and being the youngest brand within the VW group, Seat can be the perfect fit for a [...]
Shortlisted 2017AUTOMOTIVE BrandMICHELINLead AgencyMEC GLOBALContributing CompanyMSN/AOLMICHELIN'S CAR CONNECTIONS - CONTENT & ENGAGEMENT PLATFORMThe Challenge Michelin tyres are a leading tyre brand across the globe, however in the ‘performance’ category the brand has low awareness among the consumers. Furthermore, the consumers that purchase ‘performance’ tyres are a niche group, who are tough to please and don’t use [...]
Winner 2017AUTOMOTIVE BrandTATA MOTORSLead AgencyMAXUS GLOBALFROM ZICA TO TIAGOThe Challenge Just 3 weeks away from when Tata Motor’s new car, Zica, would be available for purchase, the World Health Organisation declared the Zika virus a global emergency. As the world’s press covered this viral emergency, we quickly realised the problem we were now facing. While India wasn’t [...]
Shortlisted 2017AUTOMOTIVE BrandLEXUS EUROPELead AgencyZENITHOPTIMEDIALEXUS LIFE RXThe Challenge Lexus faces a brand barrier dominance from the well-established G3 We always have to outsmart big spenders who dwarf Lexus media spend 10 to 1 (MMS) Lexus’ perceptions are limited and generic (Gfk) We needed to achieve significant sales growth in a flat market In order to [...]
Shortlisted 2017AUTOMOTIVE BrandBMWLead AgencyBMW GROUPContributing CompanyBLOOMBERG MEDIABEYOND 100The Challenge 2016 has been a landmark year for the BMW Group as it celebrated its 100 year anniversary. Home to BMW, Rolls Royce, MINI and BMW Motorrad, the group wanted to celebrate its unique heritage and also underline its position as an industry pioneer. After decades of small iterations, [...]
Shortlisted 2016Automotive BrandRENAULTLead AgencyOMDKADJAR COMPANION APPThe Challenge With the launch of the Renault KADJAR crossover vehicle, Renault wanted to strengthen their relationship with drivers and drive accessory sales within uran emerging markets. We saw an opportunity to exploit a disconnect, in those particular markets, between owners of off-road vehicles and enthusiasts. If we could instil a passion [...]
Highly Commended 2016Automotive BrandLEXUSLead AgencyZENITHOPTIMEDIA INTERNATIONALSTRIKING ANGLESThe Challenge Lexus is renowned for making high end premium sedans and SUVs. People perceive the brand as luxurious but expensive. Brand loyalists as well as new entrants into the brand tend to be mature buyers, hence an ageing customer base and slow growth. To achieve business ambitions, Lexus needed to [...]
Winner 2016Automotive BrandLAND ROVERLead AgencyMEC MENAMY LANDThe Challenge Meet Ahmed. Ahmed was born in the UAE. Ahmed loves to cruise down JBR with his friends, but doesn't drive a Land Rover. He thinks only people named Mary and Jen drive their kids to soccer games in Land Rovers. Show your Emirati pride like Ahmed and [...]
Shortlisted 2016Automotive BrandBENTLEYLead AgencyPHD INTERNATIONALCHAMPIONING EXTRAORDINARY WOMENThe Challenge This case study has been removed due to confidentiality The Strategy The Implementation The Result
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