CHALLENGE by Fuel Lisbon for Volvo

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CHALLENGE

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Industry Cars
Media Direct marketing
Market Portugal
Agency Fuel Lisbon
Creative Director Marcelo Lourenco
Art Director Pedro Bexiga, Paulo Perdigão
Producer Miguel Barbosa
Released May 2009

Credits & Description

Category: Cars & Automotive Services
Advertiser: VOLVO
Product/Service: VOLVO DRIVE SERIES
Agency: FUEL LISBON/EURO RSCG
Date of First Appearance: May 15 2009 12:00AM
Entrant Company: FUEL LISBON/EURO RSCG, PORTUGAL
Creative Director: Pedro Bexiga (Fuel)
Creative Director: Marcelo Lourenco (Fuel)
Copy: Marcelo Lourenço (Fuel)
Copy: Gonçalo Viana (Fuel)
Art Director: Pedro Bexiga (Fuel)
Art Director: Paulo Perdigão (Fuel)
Producer: Miguel Barbosa (Fuel)
Web designer: Ricardo Gavinhos (Fuel)
Media placement: Billboards - Lisbon Mupis - 1 April 2009
Media placement: Magazines - Turbo Magazine - 1 April 2009

Describe the brief/objective of the direct campaign.
The briefing was to introduce the new Volvo Drive Series in Portugal, the most economic and ecologic car ever. The campaign had to talk to ALL KINDS of car coustomers (existing and new Volvo customers). Through ads, billboards and Internet banners the campaign asked HOW FAR COULD YOU GO WITH A VOLVO AND A TANK OF FUEL? Who would answer that challenge on our website, could be one of the 3 Drivers that will receive a Volvo Drive and a tank full of fuel. The Driver that can go the furthest, won a brand new Volvo Drive.

Explain why the creative execution was relevant to the product or service.

Much stronger than telling the audience, the campaign actually showed the consumer how economic a Volvo Drive car could be. More than a campaign, the Volvo Drive Challenge was a huge test drive that mixed with the emotions of a reality show that bring great sales and brand results. Everything had the clever, down-to-earth touch that is part of the Volvo brand personality.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
More than 6.000 PEOPLE applied on the Volvo website and the challenge started in Lisbon (August, 2009). The winner reached Paris, almost 2,000 kms from Lisbon. This result got the media attention and created a big buzz on the Internet. The increasing in the sales results was huge with the Volvo Drive Series (XC 60 and C30) sold out two months after the campaign.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
VOLVO DRIVE CHALLENGE RESULTS: 1) More than 6,000 applied online. 2) Sales increase with the new Volvo Drive Models completely sold out two months after the campaign. 3) A six month waiting list for the new Volvo Drive Cars. 4) Google results for the Volvo Drive Challenge: 1.220.000 pages (more than an year after the campaign).