The Cross Country is one of Volvo’s most exclusive models with a target group in the upper tier of society. In general, this is a difficult target group to reach with communications and even more difficult to interest with a test-drive. Volvo values test-drives because on average, 10% of test-drives lead to a direct sale. The primary objective was to attract the target group to dealerships in order to test-drive a Cross Country and thus increase sales.

Another important objective was to cover the missing link we had identified between Volvo’s overall branding communications and the consumer’s experience of the brand at dealerships.

Since the Cross Country is one of the most important models in Volvo’s fleet, it must also be used to convey Volvo’s overall core values and improve attitudes regarding Volvo. The solution was to organise Expedition Cross Country, a five-day trip in the mountains of northern Sweden, involving 30 people to test-drive the car in its native environment. Participants were chosen from those who had test-driven a Cross Country at a Volvo dealership.

One of the communicative objectives was for Cross Country to convey Volvo’s overall core values. We therefore recommended a broad communicative platform in order to maximise impact and also reach those outside the primary target group. The campaign ran for six weeks in the first quarter 2001 and utilised advertisements in traditional media channels (TV, morning press, magazines, outdoor and the Internet), PR and activities at dealerships. Showrooms were designed according to the Expedition concept, making it possible to leverage the effects of the communications in the broad mass media to the consumer’s experience in the showroom.

By using the Expedition as a common denominator in all communications, an integrated campaign was achieved. One that was consistent the whole way from media to showroom. In such a way, we solved the problem concerning the missing link between branding communications and the experience of the brand. The results surpassed all expectations: More than 30,000 applications.

Test-drives of the Cross Country rose from 1,000 to 3,000. During the campaign period, an increase also occurred in the number of test-drives for other Volvo models.

The proportion of test-drives leading to direct sales rose from 10% to 35%.Cross Country sales were outstanding. Sales normally average 500 cars per quarter, but in the six weeks, sales reached 1,050 cars!

During this period Volvo’s advertising recall rose by 18% despite media investment falling by 40%.

Among the target group, spontaneous awareness (top of mind) rose from 45% to 53%.

The target group’s attitude to the Volvo model is measured through a number of core values. During the campaign, the number of respondents giving a positive appreciation rose on average by 18%.

Among the general public, the proportion of those who would consider Volvo the next time they purchased a car rose from 88% to 92%.

The success of the campaign, the enormous response and great results, has meant that Volvo is interested in adapting the concept in other European countries.

After the success of Expedition Cross Country, a new version will take place in April 2002. This time the Expedition goes to Iceland. Later in the spring, Viasat Sport will broadcast a two-part documentary of the Expedition. Volvo Cross Country is a SUV launched in 2000, accompanied by massive communicative support, through both the media and dealerships. Our campaign follow-up indicated that there was a missing link between the branding communications and the perception of the brand in the showroom. This missing link was confusing consumers and making Volvo’s communication ineffective. Hence, the Expedition concept was born when we pointed out the necessity of providing a link that would lead all the way from media to Volvo’s dealerships.

At first, Volvo wished to work through narrow, direct channels aimed at the primary target group. We recommended that the activity had great potential in a wider perspective and that the Cross Country campaign could raise the total appreciation of the Volvo brand, among both the target group and general public. Our recommendations led to the total integration of a broad mix of media channels aimed at attracting the target group to dealerships for a test-drive and building the overall brand in the long-term.

Besides being involved in the formulation of the campaign concept and designing the campaign plan, we also worked as a bridge between Volvo and its dealerships. This was a crucial function in the campaign, as dealerships are one of Volvo’s most important channels of communication. Expedition Cross Country is one of Volvo’s most successful campaigns ever in Sweden. The results surpassed all expectations: the number of test drives increased by 200%, sales doubled and advertising recall and attitudes to the brand improved significantly during the six-week long campaign period.

By allowing the Expedition to characterise all marketing activities, Volvo succeeded in building a bridge between the communication from the broad, mass media to the campaign activities at dealerships throughout Sweden.

The campaign also presents a unique example of how a mixed media solution can both increase sales and build the brand. Through Expedition Cross Country, Volvo successfully increased the number of test drives among an exclusive target group, while at the same time improved the overall attitude to the brand, not only among the target group but the general public too.

Expedition Cross Country is a long-term concept that can be utilised year after year and is capable of being adapted by Volvo around the world.

Volvo Cross Country is a SUV launched in 2000, accompanied by massive communicative support, through both the media and dealerships. Our campaign follow-up indicated that there was a missing link between the branding communications and the perception of the brand in the showroom. This missing link was confusing consumers and making Volvo’s communication ineffective. Hence, the Expedition concept was born when we pointed out the necessity of providing a link that would lead all the way from media to Volvo’s dealerships.

At first, Volvo wished to work through narrow, direct channels aimed at the primary target group. We recommended that the activity had great potential in a wider perspective and that the Cross Country campaign could raise the total appreciation of the Volvo brand, among both the target group and general public. Our recommendations led to the total integration of a broad mix of media channels aimed at attracting the target group to dealerships for a test-drive and building the overall brand in the long-term.

Besides being involved in the formulation of the campaign concept and designing the campaign plan, we also worked as a bridge between Volvo and its dealerships. This was a crucial function in the campaign, as dealerships are one of Volvo’s most important channels of communication.