The ITV & new media test was layered on top of an existing television sponsorship of the NCAA College Basketball Tournament. This transformed a TV buy into a major marketing event, a learning experience, and an effective generator of qualified Volvo prospects. All of this was achieved for an incremental cost of only 10% over the TV buy alone.

The 2002 promotion far surpassed the benchmarks set in 2001:• More than twice as many entrants (125,677 total)• Five times as many opt-ins for future communications (97,561 total)• Seven times as many customer-info surveys completed (67,014 total)• Increases in brand awareness, online advertising awareness, purchase intent and perceptions of VolvoLeveraging our learning and experience:• Opt-in database (built through previous campaigns) allowed email marketing to play a much bigger role in 2002, accounting for 20% of total entries• Increased integration throughout campaign – identical creative thread throughout TV, banners, rich media, website – optimised entry numbers