CAMPAIGN DIRECT: MY BEST SHOT - Warren Moore

Volvo challenges perceptions of itself.

Volvo challenges perceptions of itself.



At Clarke Hooper Consulting we enjoy a challenge. Together we produced

an effective method of launching two exciting cars.



The Volvo S70/V70 ’private viewing’ campaign was unlike any other car

launch. The objective was to fit the launch of the cars to the

customers, not the customers to the launch.



The ’private viewing’ campaign used a simple technique to encourage

prospective customers to take a test drive in an S70 or V70 at a time

and location of their choice.



The personalised mailing pack invited the customer to experience a

’private viewing’ of the car, tailored to their specific requirements,

at a location to suit their lifestyle - at home, at work, at the

showroom, or even up a mountain. Having given a positive reply, the

customer was given a one-to-one consultation and demonstration by a car

sales executive.



During the consultation, the sales executive used an audio-cassette - or

’silent salesman’ - to detail the benefits of the new cars. At the end,

the customer was presented with a limited edition ’private viewing’

pack. The pack contained a S70/V70 product brochure, a personalised

leaflet describing dealership services and contacts and an S70/V70 video

for the prospective customer to view at home.



The campaign encouraged the development of a personal relationship with

the dealership and the marque through the experience, and established a

clear action plan for the most appropriate dialogue with the customer in

the future.



All this was achieved without having to drag people out to a dealership

on a wet February evening to drink warm white wine and watch a car

appear through a cloud of smoke and balloons.



In all, a demanding brief, an effective campaign and a powerful way to

launch two great cars.



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