Volvo wanted to reignite the brand through their new V40 launch. Research showed that the shortcut to brand love – and sales – was to get potential buyers behind the wheel.
Challenge
Volvo wanted to reignite the brand through their new V40 launch. Research showed that the shortcut to brand love – and sales – was to get potential buyers behind the wheel.
The problem? Visits to dealerships were low and falling further.
Idea
Our proprietary DX research revealed why consumers were reluctant to visit dealerships. They worried about “pushy sales tactics” and possible hidden costs.
So, if customers wouldn’t come to the car, the car would have to go to customer.
Delivery
We worked with Amazon, the world’s leading expert in getting products to customers. For the first time, we enabled Amazon Prime customers to book a Volvo test drive from their home, with the car delivered to their door when it suited them.
Results
The campaign improved consumer and press perceptions of Volvo. Of those who took a test drive, 95% reported the experience as “very good”. And 11% said that they would not have considered test-driving a vehicle at a dealership.There was a 12.3% uplift in brand favourability among those exposed to the campaign and extensive coverage with 65 pieces of PR coverage in national titles.