Now to order a car for a test drive you have to complete a form, make a call, and in the end, drive all the way to the dealership. Which often means being stuck in traffic. And that process didn’t change for years even though the automotive went through a rapid change, with the adoption of electric cars and autonomous vehicles. According to the new strategy Volvo wants to offer Its customers access to a car, including new attractive services whenever and wherever they want it. The objectives: first to simplify the process of ordering a car for a test drive and second to create a unique experience for Volvo Customers.

For the first time ever we used Instagram as a tool to book a Volvo test drive. All you had to do was to upload a photo and tag Volvo Car Poland in a place where you wanted the car. Then it was delivered to your door. Without making calls, completing forms, and driving all the way to the dealership.

Most of the car dealerships are located on the outskirts of cities. So that driving there can be a a real challange - people have to leave work early, be late or take a day off. That makes a test-drive a source of irritation and frustrations. We wanted to give potential buyers the chance to test-drive the car in the best possible way.

The centre of the campaign was set around Valentines Day. To order a Volvo for a romantic 4-day test drive Customers had to add a photo to their Instagram, tag Volvo in a place where they wanted the car and add #VOLVOLOVE. The cars where delivered to the selected Customers from all over Poland in the morning on 14th of February. In the exact place where they wanted.

The campaign created massive interest and engagement. Volvo Car Poland website hits during the campaign were up 9%. Price requests were up 18% and leads gathered were up 262% compared to last year. The campaign inspired people from all over the country to create one of the kind UGC with Volvo branding. Social media posts about the campaign generated 2,9 mln impressions and 1,7 mln reach. In terms of sales, there was an important uptake of 26% compared to the same time the year before.