Automobile Manufacturing

Through 2019 and 2020, Volkswagen leveraged its football partnerships – led by its official mobility partnership with the Deutscher Fußball-Bund (DFB) – through a centralised European content hub called ‘We Drive Football’.

Suzuki’s 2018-19 activation of its Torino shirt front deal was inspired by the increasing popularity of dating apps.

The pandemic forced Uefa Europe League partner Kia Motors to pivot its 2019-20 season marketing programme from in-person initiatives to online experiences.

In January 2020, Real Madrid sponsor Audi celebrated the team’s Spanish Super Cup victory with a digital campaign presenting the players as superheroes and promoting the new Audi R8 Decennium.

Jumping off the idea that the Barca team is out of this world, Audi leveraged its sponsorship to launch its new Audi e-tron in April 2019 via an alien-themed campaign spanning TV, print and social media.

In April 2019, Hyundai’s launch campaign for its new N range leveraged its Atlético sponsorship to emphasise the vehicles’ sporty characteristics.

In March 2020, Manchester City automotive partner Nissan promoted its LEAF electric vehicle via a social video series built around manager Pep Guardiola’s personal passion for the car.

To promote the non-skid technology in its EcoSport SUV, Ford leveraged its sponsorship of Brazilian top-tier basketball by removing the sounds of sneakers squeaking on the court.

Through the 2018-19 rugby season, the Welsh Rugby Union’s principal partner ran a program to drive brand awareness and boost consideration of the D-Max vehicle.

To drive awareness of the brand and promote its new GV80 SUV, premium auto maker Genesis activated at Super Bowl 2020 with a campaign starring John Legend and Chrissy Teigen.

Land Rover's title sponsorship of the 2019 Kentucky Three-Day Event was activated with a programme that spanned content creation, media support, competitions and a range of on-site experiences and hospitality spaces for all ages – and their pets.

At Wimbledon 2019, a campaign to promote the electric Jaguar I-PACE was led by a smartphone app on which tennis fans could test their serve to win tickets, supported by multi-platform media.

In February 2019, Hyundai leveraged its on-site rights ahead of Super Bowl LIII in Atlanta to tell multiple brand and product stories through a range of communal and one-on-one experiences.

Part of Australian Open major partner Kia’s multi-faceted ‘Feel the Open’ activation in 2020 was an influencer-led, premium Drive Day experience promoting the new Seltos model to young adults.

Toyota, the official vehicle sponsor of South African soccer side Kaizer Chiefs, activated its rights through the 2019 season with a blended activation spanning a competition, an experience and subsequent social activation.