Volvo Cars of North America
Objectives & Approach
A campaign for Volvo Cars of North America LLC was designed to sell new Volvo vehicles to both current Volvo owners and owners of certain competitive models. The campaign also set out to increase product awareness to owners of other brand cars.
The mailer was sent to over 465,000 owners of Volvos and competitive models with a list derived from 64 retailer databases.
Each mailer was personalised with the customer’s current vehicle ownership (Volvos or competitive vehicles), regional or market photos, tailored lease and incentive offers and personalised URL.
The campaign attempted to make an emotional connection to a particular geographical area, with the message “get2gether with Volvo”. Photos depicted friends and activities, shot at local landmarks or events, and Volvo models related to those years.
Mailers in turn led to a pURL, including additional information, often tailored to the recipient and a questionnaire. The questionnaire prompted retailer personnel to follow-up and the campaign concluded with an outbound telemarketing effort with five selling days left in the month.
The campaign was a Stevie Award Finalist at the American Business Awards in the “Best Direct Response/Direct Mail” category.