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Name of the Campaign: Volvo Drive
Initial situation: For years, Volvo had been the most popular large car in Finland and the most sought-after car in the premium class. Most customers chose a powerful petrol engine in their Volvo cars. In fact, the engine had become one of the symbols of Volvo’s desirability – the leading V70 model had been titled ”Sports wagon” in Finland.
In 2009, the Finnish car business faced some dramatic changes. Taxation started to favour low-emission vehicles. The economic downturn lowered the demand for new cars. While its German competitors were already able to offer low-emission engines, Volvo was not able to introduce them until towards the end of the year. What could they do to avoid losing market share?
Campaign objectives:
- Quickly build an image of Volvo as an ecological and economical premium brand in the changing market.
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Creative strategy: It was no longer enough that Volvo was one of the safest and best equipped cars in the market. We started to build the brand image through the smaller Volvo models (S40/V50 DRIVe), which had just been equipped with the best performing eco diesel motors in the market.
Throughout the first part of 2009 the main Volvo message was “VOLVO – EVEN BETTER THAN HYBRIDS FOR FUEL EFFICIENCY”. Car buyers understood this clear message. In spring 2009, the campaigning expanded to include the upcoming and modern diesel motors of larger Volvo models.
At the same time, we knew that consumers would gradually start to take economic efficiency for granted, as had already happened with safety. That’s why we started highlighting the fact that a premium car needs to embrace other qualities as well.
Total marketing expenditure: This is confidential information. In the Finnish car business, TV, newspapers and car magazines are the most important channels for marketing and new product launches. Internet is widely used, but mainly for gaining/providing additional information.
Campaign results: After the worrying market situation of early 2009, the Volvo car sales picked up and the V70 reclaimed its lost position. Volvo continued as the most popular large car in Finland and the only brand to be able to combine high volume sales with premium brand image. Importantly, out of all car makes, Volvo’s image as an ecological choice grew fastest.
In 2010 and 2011, we were able to resume our planned brand marketing activities under the theme ”The new modern Volvo”.. |
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