Automotive - Vehicles

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

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2002 SILVER

Volswagen New Beetle - Round For A Reason.

Four years after the Beetle's incredible launch, sales began to slip. Our consumer insight led us to the fact that the New Beetle was not perceived as a good value, a critical flaw in a down economy. We were losing a sales to "fence-sitters" who thought the car was too small and not safe. So we developed a fully integrated campaign, Round for a Reason, which educated consumers about the value of the car and had shown overwhelmingly positive results to date.

Brand: Volkswagen
Client: Volkswagen of America, Inc.
Agency: Arnold Worldwide
Language: English

2002 SILVER

Attainability

Facing an aging franchise, Harley-Davidson was challenged with reaching out to younger consumers by changing their price misperception about the brand. A tailored communications program was used to reach this objective and resulted in 28,000 leads generated, under-40 purchasers increasing points and a 30% sales increase - successfully halting the graying of the franchise while seeding growth for the future.

Brand: Harley-Davidson
Client: Harley-Davidson Motor Company
Agency: Carmichael Lynch
Language: English

2002 BRONZE

2001 Nissan Hispanic Spokesperson

The campaign sought to impact the new-car purchase behavior by Hispanic buyers in Los Angeles by increasing foot traffic and generating incremental sales at Nissan Dealers. Research indicated that Hispanics are more likely to shop at locations recommended by friends or relatives or where they feel they will be treated in a culturally- sensitive manner. The campaign helped Nissan dealers develop a compelling and relevant message for Hispanics account for 37% of Nissan new-car sales in the Los Angeles area.

Brand: Southen California Nissan Dealers
Client: Nissan Southwest Region
Agency: Acento Advertising
Language: English