To promote the Volvo XC60’s automatic braking system, we wanted to reach the most influential Belgian people directly on Twitter. Simply by following them on Twitter. Everyone we start to follow receives a notification that they have a new follower. And it’s well known that when you have a new follower, you want to know a little bit more about them.

On the Twitter profile of the Volvo XC60 you can read the following message:

“Hi, now I’m following you. But don’t you worry, I’m equipped with an automatic breaking system.”

When clicking on the link, people arrived on a webpage with detailed information about the automatic braking system.

With no budget at all, we targeted 2.000 of the most influential people (in Belgium) on Twitter, and by extension reached nearly 120.000 people. We raised the awareness of Volvo as a pro-active safety brand. Within a target that is very receptive for technology innovations. We also raised traffic to the website with a click-through rate of 8%. And a raise of 19% in test drives.

Volvo Belgium has been building a long-term relation with the most influential car bloggers in the Belgian en Luxemburg market. But sometimes a model or product features deserves a broader attention than just the automotive world.

The automatic breaking system is a feature that appeals strongly to a large group of people into technological innovations. And the best way is to target them through their Twitter-account in a creative way.

Play with the double sense of ‘following/follow’ and make the link with the safety feature that prevents you from crashing into the car before you.

With no budget at all, we targeted 2,000 of the most influential people (in Belgium) on Twitter, and by extension reached nearly 120,000 people. We raised the awareness of Volvo as a pro-active safety brand. Within a target that is very receptive for technology innovations. We also raised traffic to the website with a click-through rate of 8%. And a raise of 19% in test drives.