Volvo DM PERSONALIZED V40 by Leo Burnett Zurich

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PERSONALIZED V40

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Industry Cars
Media Direct marketing
Market Switzerland
Agency Leo Burnett Zurich
Executive Creative Director Peter Bronnimann
Art Director Sebastian Krayer
Copywriter Reto Vogler, Christian Stüdi
Released December 2012

Credits & Description

Advertiser: VOLVO
Agency: LEO BURNETT SCHWEIZ
Category: Best Integrated Campaign Led by Direct Marketing
Advertising campaign: PERSONALIZED V40
Copywriter: Reto Vogler (Leo Burnett Schweiz)
Art Director: Sebastian Krayer (Leo Burnett Schweiz)
Copywriter: Christian Stüdi (Leo Burnett Schweiz)
Executive Creative Director: Peter Brönnimann (Leo Burnett Schweiz)

Implementation
The quantitative and qualitative targets were clear - increase in showroom traffic, generating prospects, test drives and sales of up to 700 vehicles (wholesales) until late 2012. And beyond this: increase perception of the Volvo brand as innovative, attractive and dynamic. Target group, "other brand drivers", middle-aged with middle income, well-educated, mostly childless. The potential Volvo V40 buyer is also interested in brand, quality-oriented and technology-aware.

Client Brief Or Objective
The market environment at the time of launch was strongly influenced by price advertising. A good time to talk about the brand and its beautiful new car again!

Outcome
Sales target (wholesales) by the end of 2012: 700 vehiclesResult (wholesales) by the end of 2012: 1,331 vehiclesThe sales target was surpassed by 90%. The launch of the new Volvo V40 is one of the most successful launches, which Volvo has since done ​​in Switzerland. (Source: Volvo Cars Switzerland Ltd; ASAI - Association of Swiss Automobile Importers). The campaign generated 15,000 clicks during its run-time and brought approx. 13,000 visitors to the landing page. There, 3,200 personalized videos were created and shared virally via social media. 1,500 users have participated in the competition - which corresponds to a very high conversion rate (, video plays to contest ') of 46%.

Execution
The tagline sums it up nicely "Designed Around You.": The new Volvo V40 can be as you like it to be - and tailored to their own needs - tailor-made. To show this, all campaign advertising can be personalized with different surnames. This is consistent both offline, as well as online: From poster and print, available via online measures (banners, newsletters, e-mail, showroom presentations and films that can be created on-www.volvo-v40.ch), as well as the car that was available at your disposal at representatives for test drives.