Volvo V90: Test drive the commercial
The campaign had a double objective. On the one hand, create awareness and visibility around this new model towards the main target; on the other hand, generate test drive requests and therefore, increase the offline sales.
Challenge
The campaign had a double objective. On the one hand, create awareness and visibility around this new model towards the main target; on the other hand, generate test drive requests and therefore, increase the offline sales.
Idea
In order to boost the Volvo V90 test drive requests, the creative agency created a unique online contest. The luckiest ones could win a test drive in the beautiful Swedish landscapes shown in the commercial. For this big activation, they created a dedicated website where people could see the panorama and participate to the online contest. In order to validate their participation, they had to book a test drive in Belgium.
Delivery
We created awareness with Pre-roll and impactful video banners on premium websites. By including CPC partners with native & standard formats, we generated qualified traffic to the website and boosted the test drive requests. We also did a Dedicated Emailing addressed to a relevant database for hyper targeted activation of the campaign.
Next to that, we ensured a presence on Social Media. On Facebook and LinkedIn. Additionally, the banners were shown via Programmatic with a socio-demo and interests targeting on a premium inventory and only with premium deal id’s
At the same time, we supported the campaign by adding more budget in the Search Advertising always-on in order to be there when the people searched for the V90 and this campaign.
Results
The campaign created massively both interest and engagement with the Volvo-website. Thanks to our digital approach, we reached high qualitative profiles interested by the V90 and therefore, it leads to strong quantitative results. We largely overachieved our main objective which was the generation of test drives. The campaign generated 4,5 more test drives than we anticipated, which highlights the quality of the campaign. In terms of sales, there was an important uplift of 33% compared to May and 13% compared to January (Brussels Motor Show) which was supposed to be the most important month for Volvo.