VOLVO XC60 LAUNCH by Euro Rscg New York for Volvo

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VOLVO XC60 LAUNCH

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Industry Cars, SUV & Four Wheel Drive
Media Promo & PR, Case study
Market United States
Agency Euro Rscg New York
Creative Director John Steward
Account Supervisor Maria Pappas
Released April 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: VOLVO CARS NORTH AMERICA
Product/Service: XC60 CROSSOVER
Agency: EURO RSCG WORLDWIDE
Date of First Appearance: Apr 15 2009 12:00AM
Entrant Company: MEDIA CONTACTS, New York, USA
Entry URL: http://www.youtube.com/user/VolvoXC60
Media Supervisor: Jing Du (Media Contacts)
Account Supervisor: Maria Pappas (Euro RSCG)
Associate Director of Project Management: Catherine A. DeAngelis (Euro RSCG)
Creative Director: John Steward (Euro RSCG)
Account Director: Emily Garvey (Media Contacts)
Assistant Media Planner: Alisa Stern (Media Contacts)
Media Planner: Seth Dovev (Media Contacts)
Media placement: Online Media - YouTube Masthead With Twitter Feed - 15 April 2009

Results and Effectiveness
Media-first Twitter usage delivered 53% higher impressions than projected, garnering 170MM impressions in three days: • XC60 sales increased April-June while Audi and Mercedes were flat or declining • Monthly sales reached 38% quicker than competition • 58% of Volvo sales came from shoppers intending to purchase from competition • Unaided awareness (automotive shoppers) skyrocketed 400% • Unaided awareness (one-year intended buyers) increased +30% • 50,000 clicks of engagement • 88% higher interaction rate than industry benchmark • 17,000 hours of brand engagement • #1 brand channel during launch and #7 most-subscribed for April • 66% increase in Volvo channel subscribers

Creative Execution
84% of consumers research a purchase online and 75% regularly view videos. We aligned with existing social media channels to bolster viral reach and generate awareness of the XC60. YouTube: With a significant fan base on the Volvo channel, we accessed 40MM consumers searching for competitive and Volvo information. Volvo became the first automotive advertiser to run a Masthead unit on YouTube and the first brand to feature a live Twitter feed. Within the masthead, we highlighted XC60 features, showcased behind-the-scenes videos and connected users with fans, vignettes, games and post videos. Focusing on the NY Auto Show – US’s premier car event – we utilised Twitter as a one-to-one consumer touchpoint with 100% SOV. Combined within the masthead, consumers and enthusiasts relayed comments/experiences after test drives. Search increased awareness and supported hand-raisers. The Experiential Tour – running in conjunction with the ad – exposed consumers to the XC60 live in multiple markets.

Insights, Strategy & the Idea
Volvo drivers value safety. And when Volvo launched their first-ever crossover, the XC60, in March, they introduced the latest safety technology – City Safety, a world-first feature that prevents collisions by stopping automatically. The automotive landscape significantly changed in 2009; sales decreased 35% vs. Q1'08, two domestic automotive companies filed for bankruptcy and sales fell below 50% for the first time. Additionally, unemployment hit 8.5%, and consumers defaulted on auto loans changing the leasing and financing landscape. The launch presented several challenges: Volvo entered an established CUV environment; they wanted to win SOV against their two large competitors – Audi and Mercedes – who launched crossovers (Q5 and GLK) at the same time with significantly larger media budgets; and Volvo’s budget represented only 18% of competitive spend. Challenges: • Launch XC60, drive sales • Increase awareness of XC60 • Encourage consumer interaction with the brand to understand and desire the City Safety feature