CHALLENGE
With a reputation for building "safe" cars, Volvo premiered their C30, a "concept" sports hatchback that defied convention with its unusual looks and tasked us to ideate and run an online only digital marketing campaign to help generate word of mouth and purchases to yuppies and young affluents, a segment traditionally outside of their established customer base.
APPROACH
The largely Youtube focused videos of uncensored and candid comments of Users reacting to the car were pulled into a microsite we built for the campaign.
The objectives were primarily to drive visitors to the Volvo showroom as well as generate requests for test drives.
Leveraging on Volvo's European TV campaign entitled "Love It. Hate It. Express Yourself" we built a website designed to get people talking.
Visitors to the site were encouraged to record a YouTube video and upload to the site with their comments about the C30.
These were then posted completely raw and unedited on YouTube. Users could then participate in the discussion through polls, forums, and vote for their favourite videos, as well as to refer friends to the site. In return, they
were offered a chance to own the car for a weekend.
EXPERTISE
- Social Media Marketing Campaign ideation
- SEM
- Visual design
- Campaign Analytics
RESULTS
- Achieved 30% of the annual sales target within 3 weeks of site launch.
- Microsite contributed 25% of all traffic to the Volvo showroom during the campaign period with no other offline support.
- Microsite attracted more traffic than the main Volvo Singapore website (Hitwise Traffic Analysis, March 2007).
- A total of 330 requests for test drives, brochures, and instant messaging requests, correlating well with the number of showroom visits generated.
AWARDS
- W3 Silver Award 2005 – Automotive
