Cannes Lions

VOLVO

EURO RSCG AUSTRALIA, Sydney / VOLVO / 2008

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

It all started with finding a way to make Volvo's global brand positioning - "Life is better lived together" - relevant to the young professional target audience.By combining test driving with speed dating, we knew we had something very interesting and appealing.Logistically, to fit with the Volvo brand image, we engaged Australia's most elite speed-dating service 'Fast Impressions' for an exclusive event.The inaugural event took place at Volvo's largest Australian dealership 'Trivetts' in Sydney on Thursday March 13 2008.

Outcome

This has never been done before and the target audience clearly loved it.Within 2 hours of us opening registrations for the first event, over 100 singles had applied. We only had room for 20 (10 guys, 10 girls).

Of the attendees on the night, more than half expressed the desire to have further test drives.Following the first event, Test Drive Dating was featured in Sydney's major media publications, including the Sydney Morning Herald and Sunday Telegraph, in both the motoring AND social pages.

More events are planned for later in 2008.

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