Volvo didn’t need an alternative campaign or a new concept. They wanted an event/Multiple events/road show that did not only create visibility and triggers interest for the car. It also needed to generate qualitative sales leads while supporting the dealers in their role as main gateway to exclusive access to the car. To get a test drive people needed to go to the dealer.
The central question for this campaign was: “How to launch a car that’s already been launched?”
Press messages and car-reviews by professional and non-professional sources following the launch at the International Motor Show at Genève had already taken all the value out of the news.
We opted for an integrated mix of online activation, a presence through an event and classic online communication.
The event alone would never achieve the targeted KPI’s. Because of that we chose to develop an interactive online activation beside the roadshow. Both of them were supported by a communication campaign.
These 3 elements were not allowed to act independent of each other but had to work in synergy to lift the campaign to a higher level.
While the event-component focused on visibility, the online element was meant to familiarize the target audience with all characteristics of the new Volvo V40. The communication campaign created traffic to the roadshow, the campaign website and Facebook-application.
Furthermore, we could count on the social-media effect of the Facebook-application: every time someone participated, a Facebook-post on the personal Facebook-wall of the participant was posted.
Best of Activation – Integrated: Bronze