Volvo Cars has launched a sales targeted activity for its C70 model across print, online and mobile platforms.
The campaign planned by Mindshare’s Invention group is set to launch across European markets including the UK; Germany; France; Belgium; Netherlands; Italy; Spain and Sweden starting in the first week of March and continuing until July.
The “Ice White” campaign is constructed around the idea that consumers should open up to new experiences. Based on the concept of “open up and come alive” the creative– both online and offline –indicate the roof opening on the car to reflect the opening of minds.
The activity will be highly targeted in response to client’s increasing need for deliverable results and will be coordinated by the worldwide Volvo team at Mindshare backed with local territory strategy.
Volvo will pilot print ads with a specially integrated QR (Quick Response) barcode application providing the target audience with instant access to additional web content on their mobile. The QR code will draw in-market consumers from an offline to an online environment, and allow Volvo to present their offer in a differentiating and innovative manner and stand out from competition.
Paul Walder, Global Marketing Investment Manager at Volvo Cars, said: "At Volvo, we need to focus our sales activation programs on in-market media environments. This is of course a rational, targeted approach, but also one that provides the best way to test and measure offer and media impact in terms of sales lead generation.
“In addition, the QR code application provides a great way to enable consumers to move from an offline to an online environment to really enhance their information gathering efforts.
“There is fantastic innovative technology in our current range of cars, and we are using fantastic innovative technology to promote them.”
There will also be online display and search activity driving traffic to a special offer microsite with information about the Volvo C70: a prices page, opportunities to book a test drive, order a brochure, find local Volvo dealerships and will also give options to download wallpapers.
In addition, to maximise the efficiency of the campaign, banner ads and email promotions will be served through an online affiliate program with the objective of generating a guaranteed number of leads thus minimising wastage.
Marketa Rypacek, Account Manager at Mindshare Worldwide, said “The campaign's laser focus on consumers ensures we can deliver a much more impactful and effective media spend.
“Tight targeting, affiliate marketing and search guarantee a risk-free and cost-effective return of investment, minimising risk and wastage.
“We have also explored mobile technology as an opportunity to connect with Volvo consumers in a different way and demonstrate that Volvo is at the forefront of technological innovation.”
Source: Mindshare press release