| Title | VIRTUAL SELL OUT |
| Brand | VOLVO CARS |
| Product/Service | ALL-NEW VOLVO XC90 |
| Category |
A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
DIGITASLBI Copenhagen, DENMARK
|
|
Advertising Agency
|
DIGITASLBI Copenhagen, DENMARK
|
Credits
| Pierre Renhult |
Digitaslbi |
Managing Director |
| Pia Leichter |
Digitaslbi |
Creative Director |
| Kasper Møller |
Digitaslbi |
Senior Art Director |
| Carl/Henrik Monrad/Aas |
Digitaslbi |
Planner |
| Mattias Johnsson |
Digitaslbi |
Technical Director |
| Daniel Gomez/Windshuttle |
Digitaslbi |
Project Manager |
| Jordan Strang |
Digitaslbi |
Copywriter |
| Emilie Johansson |
Digitaslbi |
Art Director |
| Simon Brock |
Digitaslbi |
Copywriter |
| Martin Kraftt |
Digitaslbi |
Interface Developer |
| Kristian Parkkila |
Digitaslbi |
Content Coordinator |
| Kristoffer Melin |
Digitaslbi |
Interface Developer |
| Sara Eggerts |
Digitaslbi |
Experience Architect |
| Emma Lundgren |
Digitaslbi |
Experience Architect |
| Peder Sandqvist |
Digitaslbi |
Producer |
| Tony Holmstedt |
Digitaslbi |
Project Manager |
| Toke Christensen |
Digitaslbi |
Designer |
| Ammi Mobacken |
Digitaslbi |
Project Manager |
| Oskar Nilsson |
Digitaslbi |
Account Director |
The Brief
The objective of the campaign was to position Volvo in the premium segment and sell 1,927 First Edition cars. The strategy involved connecting the brand and product publicly with influential pioneers (new customers and desired drivers) and targeting existing VIP customers around the world with personalized direct invitations to purchase the cars. Select pioneers and VIP customers were also invited to take the all-new XC90 for the world’s first virtual test-drive at an exclusive event in Sweden. VIP customers were provided with a unique code that allowed them to claim and order their numbered all-new XC90 First Edition cars online.
Creative Execution
Publicly inviting pioneers and privately inviting VIP customers to claim their numbers, their stories, and ultimately their unique cars - personally connected the product and brand to people.
For example, Google Glass Designer Isabelle Olsson creates the future at Google X in San Francisco, area code 650, so we reserved #650 for Isabelle. We told her pioneering story and connected her love for furniture design to the XC90 seats that have been slimmed down to look like contemporary Swedish furniture.
This campaign ultimately delivered on Volvo’s brand promise “designed around you”. Volvo Cars knows its drivers – existing and prospective.
Describe the creative solution to the brief/objective.
This was the first digital campaign that didn’t wait for the right customers – but actively found them. People who share Volvo’s pioneering spirit and help reposition Volvo as a premium car brand. People like the founder of Spotify, Daniel Ek, Google Glass designer, Isabelle Olsson, and film director, John Wu.
Each limited edition was numbered. And every number told a story. For example, we reserved #14 for Daniel Ek, since he was just 14 years old when he started his first company. We crafted bespoke public and private invitations connecting the number and the all-new XC90 to each customer.
Results
The First Edition of the all-new Volvo XC90, 1,927 individually numbered cars only available for sale online, sold out 47 hours after it was released. Most of the cars were reserved within one hour from sales start. At its peak, 7 cars were sold every minute.
The campaign generated:
• 400% increase in Facebook shares
• 1300% increase in Twitter shares
• 86,000 clicks to the campaign site from social media
• 3.5 million earned Facebook impressions
• 40.1 million total Facebook impressions
• 401,000 content interactions across Facebook and Twitter