Volvo Promo, Case study NAUGHTY CONVOY by Euro RSCG Johannesburg

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Industry Cars
Media Promo & PR, Case study
Market South Africa
Agency Euro RSCG Johannesburg
Creative Director Laura May Vale
Art Director Roberto Adamo
Copywriter Jeff Harvey
Released November 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: VOLVO
Product/Service: VOLVO S60
Date of First Appearance: Nov 3 2010
Managing Director: Brad Jansen (Havas Sports & Entertainment)
Account Manager: Yolanda Cave (Havas Sports & Entertainment)
Business Director: Claudia Adamo (4D Euro RSCG)
Digital & Customer Relationship Manager: Kenneth Garvie (4D Euro RSCG)
Strategist: Gerhard Sagat (4D Euro RSCG)
Creative Director: Laura May Vale (4D Euro RSCG)
Art Director: Roberto Adamo (4D Euro RSCG)
Copywriter: Jeff Harvey (4D Euro RSCG)
Account Executive: Georgia Matthews (4D Euro RSCG)
Media placement: TV - 15 SPOTS - BBC - 20 OCTOBER 2010
Media placement: TV - 20 SPOTS - BBC ENTERTAINMENT - 21 OCTOBER 2010
Media placement: TV - 20 SPOTS - BBC KNOWLEDGE - 20 OCTOBER 2010
Media placement: TV - 20 SPOTS - BBC LIFESTYLE - 20 OCTOBER 2010
Media placement: TV - 15 SPOTS - CNN - 21 OCTOBER 2010
Media placement: TV - 15 SPOTS - CRIME CHANNEL - 21 OCTOBER 2010
Media placement: TV - 20 SPOTS - DISCOVERY WORLD - 20 OCTOBER 2010
Media placement: TV - 30 SPOTS - DISCOVERY - 20 OCTOBER 2010
Media placement: TV - 20 SPOTS - E ENTERTAINMENT - 20 OCTOBER 2010
Media placement: TV - 10 SPOTS - ESPN - 21 OCTOBER 2010

Insights, Strategy & the Idea
Known for safety, Volvo is viewed as conservative compared to other brands that possess the fun streak (Honda, Toyota, Mazda) necessary for attracting younger drivers. We needed to make Volvo relevant with their consumers again.
The redesigned S60 has a bold, sleek design and superior performance, delivering a driving experience like no other Volvo. Volvo drivers play it safe but sometimes they like to let loose and have fun. Volvo wanted to highlight its own mischievous side, so we opted for a rather daring “Naughty Volvo” positioning.
Our challenges:
• Surpass Volvo’s all-time South African record of 690 test drive requests in six months.
• Foster consumer interaction/participation via social media.
• Engage the dealer network.

We piqued mass interest in the brand and enticed consumers to experience the S60 for themselves through a fun/interactive promotion on a national platform, supported by digital and linked to an aggressive test drive mechanism.

Creative Execution
Forget Santa’s Nice List… get on Volvo’s Naughty List to win an S60!

Our Volvo Convoy – made up of 10 S60s, two buses, two celebrity ambassadors and 30 crew members – travelled around South Africa spreading naughtiness. Consumers submitted dares via SMS, Facebook and Twitter for the Convoy to act out. Each dare scored an entry on the Naughty List and the “Dare of the Day” winner received a DSTV HD PVR Decoder.

Mobile consumers who responded to our reply message and booked a test drive received 10 Naughty List entries.

40+ dares in popular areas included:
• Dress as the Queen’s guard, march on streets.
• Foam jacuzzi at busy intersections.
• Fish for lunch in mall fountains.
• Give drivers full-body searches.
• Create racetracks on streets.
• Dress in diapers and get waxed in public.

Dares were posted on YouTube and Facebook and supported on TV, radio and PR.

Results and Effectiveness
For Volvo, Naughty was nice! The Convoy travelled through all nine provinces, involved 22 dealers, hosted 35 events in 20 days and drove 78,000km!
• 2,105 test drive requests submitted to the dealers directly from the promotion within 3 weeks.
• 305% increase of Volvo South Africa’s previous record.
• 2,500% increase in YouTube views.
• 240% increase in Twitter followers.
• 320% increase in Facebook “likes”.
• 175% increase in Flickr views.
• More than 25,000 entries into the competition.
• 1,153 requests received via SMS, 104 through Facebook.