Volvo Promo, Case study VOLVO CONCEPT YOU by Jung

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VOLVO CONCEPT YOU

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Industry Cars
Media Promo & PR, Case study
Market Sweden
Agency Jung
Art Director Björn Lundevall
Copywriter Mikolaj Dymek
Released April 2011

Credits & Description

Category: Automotive and Transport
Advertiser: VOLVO
Product/Service: CAR
Agency: JUNG
Account Director: Jonas Sevenius (Jung Relations)
Public Relations Advisor: Alexander Stempel (Jung Relations)
Public Relations Assistant: Rosalin Örnefalk (Jung Relations)
Project Manager: Mårten Strassburg (Jung Relations)
Art Director: Björn Lundevall (Jung Relations)
Copywriter: Mikolaj Dymek (Jung Relations)
Strategic Advisor: Olle Ahnve (Jung Relations)
Developer: Mattias Ottosson (Jung Relations)
Media placement: Exclusive Pitch To Tier One Media - - 18 April 2011
Media placement: Blog (Wedesignvolvo.tumblr.com) - - 19 April 2011
Media placement: Video - YouTube - 19 April 2011 ->
Media placement: Global Press Release Concept Universe - Forbes, Wallpaper, Curated, USA Business Review, Top Gear Etc. - 19 April 2011
Media placement: Media Room Concept Universe (Facebook) - - 19 April 2011 ->
Media placement: Exclusive Pitch To Tier One Media - - 12 September 2011
Media placement: Video - YouTube - 13 September 2011 ->
Media placement: Global Press Release Concept You - Wired, Engadget, Gizmodo, CNET, Wallpaper, PSFK, NY Times, Fast Company, Hypebeast, Trendhunter Etc. - 13 September 2011
Media placement: Media Room Concept You (Facebook) - - 13 September 2011 ->

Summary of the Campaign
Safety and family orientation have been cemented in Volvo’s DNA for ages, but with new owners Volvo is re-positioning its brand. The new Volvo is defined by design, craftsmanship and modern luxury.

As part of this re-positioning, we did a design-study aiming to test a possible new design-direction for Volvo. A luxury concept car, Concept Universe, was unveiled in Shanghai. We launched the car to media and consumers by asking for their reactions. Feedback was collected through articles and social-media, and brought into the design process. 5 months later, a complete luxury concept, Concept You, was introduced in Frankfurt.

Objectives:
- Manifest Volvo’s change and position as a Scandinavian luxury brand;
- Increase brand engagement in social media;
- Create a solid ground for future luxury launches.

We introduced the wedesignvolvo tumblr (blog) in order to be transparent about the design-process, and we used Facebook to invite consumers to share their thoughts. This inclusive approach resulted in great engagement and publicity in trend-setting media. Almost overnight, Volvo was talked about as a creative-design brand exploring new paths.

To be focused in our outreach, we targeted global trend-setting media that influences others. Virtually all of them featured our key messages and videos/images. In total, 2,482 online stories were posted, with a 72m reach.

Brand engagement in social media increased dramatically. Facebook fans who were active monthly increased from 70,000 to 130,000, an increase with 86% (the goal being 20%). During the campaign period we got 80,000 new fans.

The Situation
How do you take a company known for safety and boxy station-wagons, and turn it into a contemporary brand – defined by design, craftsmanship and Scandinavian luxury? Well, re-positioning is a long journey that involves all units in the company. Volvo’s new owners challenged the PR team and Volvo’s designers, to explore new way of working – new communications-projects and new channels – to manifest the future of the brand, and to reach new target-groups that usually don’t have Volvo on their radar.

The Goal
• Manifest Volvo’s change and position as a Scandinavian luxury-brand with a great passion for design;
• Reach publicity in 45 out of 150 pre-defined trend-setting lifestyle-media (featuring pre-defines key message and images/videos);
• Broad global outreach - benchmark was a previous project with a 30m reach;
• Increase brand-engagement in social-media;
• Create a solid ground for future communications on Volvo’s design.

The Strategy

Challenges:
– Volvo does not have strong relations with luxury-car consumers;
– Volvo has only sporadically communicated with lifestyle and special-interest media;
– Volvo has had no platform for communicating with the design community. Internally, they have a great passion for design, but cameras have been banned in the design-studios and Volvo’s designers have not been very involved in PR;
– Volvo has only occasionally invited its target-group to interact with the brand.

Idea:
Let’s transparently explore a new design-direction for Volvo.

We decided to do an intriguing and 100% transparent design-study, aiming to explore a possible new (luxury) design-direction for Volvo. While car design is often kept very secret, this time we decided to go for an open and inclusive approach, which demanded a very close collaboration between Volvo’s designers and the PR team.

Execution
A first-design experiment, the Concept Universe, was unveiled at the Shanghai Motor Show. We launched the concept to media and consumers by asking for their reactions. Feedback was massive in editorial- and social-media, and thoroughly collected. Volvo listened, refined its design, and 5 months later the new luxury concept, 'You', was introduced at the Frankfurt Auto Show.

Throughout the process Volvo’s designers documented the design and construction work; and new sketches, images and videos were continuously posted on wedesignvolvo.tumblr.com – a blog where the design community, media and consumers could follow the process and interact with Volvo’s designers. In addition to the tumblr blog, Facebook and Twitter were used to invite consumers to share their thoughts on Volvo’s possible new design direction. YouTube, Flickr and a mini social-media room on Facebook were used to make PR-assets available where the target-group already is.

Documented Results
Publicity:
73 global-media titles covered the Concept You project with in-depth stories featuring our pre-defined key messages, images or videos from the tumblr blog or from our social media room on Facebook. All 73 top stories featured our key messages as well as videos or images from the tumblr blog or the social media hub, which was presented on Facebook. In total, 2,482 online stories were posted, with a 146m reach (the benchmark being 30m). 98% were positive, and Volvo was the talk of the town at the Frankfurt Auto Show. (Numbers from Cymfony)

Social media:
In social media, brand engagement increased dramatically during the campaign period. The tumblr blog was closely interlinked to Facebook where weekly, active fans increased 86% (the goal being 20%), from 70,000 to 130,000. During the campaign period Volvo also went from 184,000 to 264,000 Facebook fans, a 43% increase. (Facebook statistics)