Volvo is to launch a massive advertising push with a multi-platform digital advertising campaign at the beginning of next week.
The Ford-owned car manufacturer, which announced at the end of last year that it would be focusing the majority of its marketing spend on new media over the next year, is promoting its new saloon, the S60. The campaign has been planned and bought by m digital, MindShare's digital agency, with creative by Burrows Impiric.
The campaign consists of nine different creative executions, which are presented via rich-media banners, pop-up ads, transition ads (full screen ads that appear when a browser changes web pages) and dynamic HTML, which allows ads to move across a web page.
Digital executions for the brand will run across WAP and personal digital assistants, via AvantGo technology, as well as on the web.
The campaign will focus on sports, news and motoring websites on the internet. Creative will run on WAP sites such as Sky.com and 365.com, as well as on PDA sites.
Jed Glanvill, a managing partner at m digital, said: 'This is a bit of a first for a car brand to use digital as a lead medium.'
Abid Ansari, the business director at m digital, said: 'By launching the S60 with online media as the lead communication channel, Volvo should achieve its objective very effectively.'