Automotive - Vehicles

Cars, trucks, motorcycles, both brand and model advertising.

FILTER BY:

PROGRAM

2004 BRONZE

HUMMER H2 Launch

Year one objectives for the launch of the new HUMMER H2 were daunting: 38,000 units; highest sales among large luxury SUV's; 40 times the volume of the predecessor H1; strong appeal to non-GM owners; and dramatically increased appeal and share among women. The challenges facing the H2 were similarly imposing: highly polarizing and male dominated images of the brand, a burgeoning anti-SUV backlash, a limited media budget, and no planned incentive budget. Against this backdrop, the H2 went from nowhere to segment leader in its first year and emerged as a GM flagship brand. All year one objectives were exceeded. The HUMMER H2 advertising cut through the clutter with significantly less spending than competitors to establish the brand as a major player in the large luxury SUV category.

Brand: HUMMER
Client: HUMMER
Agency: Modernista!
Language: English

2003 GOLD

The Cure for the Common Car

Sedans are boring. This clearly defined problem helped Nissan take on the two best-selling cars in America--Toyota Camry and Honda Accord--with a campaign that turned their longstanding leadership of the midsize segment into a liability. "The Cure for the Common Car" tripled demand for Altima, achieving dramatic increases in volume, price and profit despite the intense price competition that erupted in the auto industry after 9/11.

Brand: Nissan Altima
Client: Nissan North America
Agency: TBWA\Chiat\Day
Language: English

2003 SILVER

London Calling

In a time of heavy competitive price-slashing, Jaguar needed a creative, price-neutral campaign that would convince consumers to "buy now!" and achieve Q3 sales objectives. Tapping into the target's passion for culture and turning the notion of 'old, stuffy British Jaguar' on its head, the "London Calling Sales Event" was born. Creative elements set the tone of modern, dynamic Britannia; just as strategic media 'roadblocks' made sure the message was heard. The result was sales levels 25% higher than original objectives.

Brand: Jaguar
Client: Jaguar Cars N.A.
Agency: Young & Rubicam Irvine
Language: English