Automotive
In Brief: BICOM wins Volkswagen account
Plus, SportChek sales surge back for Canadian Tire and Camden continues to expand.
Mitsubishi chooses Jan Kelley as AOR
The agency will lead both brand communications and media for the automaker as it adopts a digital-first marketing strategy.
Auto Trader gets nostalgic to broaden its appeal
To get a more gender-balanced audience, the site refreshed its branding and took a more emotional approach to car buying.
Acura goes digital to try and replace auto show engagement
A microsite with videos and interactive games is a new way for the automaker to talk about its racing history and differentiate itself from other luxury brands.
Seven in 10 Canadians plan to buy an EV within 10 years
Environmental concerns and operating costs are the biggest motivators, but cost and lack of infrastructure remain barriers to entry.
Kia treats its redesigned Sorento as a whole new car
A campaign tries to create the same kind of buzz that would come with a new model to show what the automaker stands for today.
Volkswagen makes its electric car’s website carbon-neutral
Making everything sustainable, not just the car itself, will inform the marketing approach for the ID4 electric vehicle.
2020 MOY: Ted Lalka sets the stage for Subaru
How the long-time marketer leaned on messages of safety and trust during a year of reckoning.
Why Ford relaunched its loyalty program
The automaker is less interested on data and more focused on incentivizing owners to stay in its ecosystem for their automotive needs.
Which brands held consumer trust during the pandemic?
The annual survey from Reader’s Digest and Ipsos shows how much more critical trust has become.
Subaru shows the upside of being big
The automaker ends siblings’ backseat rivalries as part of a push to strengthen its proposition for larger families.
Nissan opens a virtual showroom
So many eyeballs were lost to cancelled auto shows and closed dealerships. The digital hub is the brand’s way of taking back control.
Why did Alfa Romeo pair up with Cheryl Hickey?
Because the SUV segment in Canada is cooking and the sports car brand wants a bigger piece of the pie.
Why BIMM has kept going upstream in a pandemic
The agency’s “Rapid Experience Development” model has helped it keep up with pivots with clients like Audi.
Why Nissan made ads for over 150 target audiences
The demographic for the still-growing SUV segment is now so big, the automaker needed to address a range of different needs.
