The new Volvo XC60 Diesel has arrived and has won over diesel drivers from other brands. Most of them became extremely interested in buying it. But to afford the XC60, these clients had to sell their own cars first. So, Volvo decided to help them. How? Volvo created a special campaign for these clients: the launch campaign for the new Volvo XC60 Diesel actually sold other brands’ diesel cars. Then we turned it into a national repercussion.

At Volvo, innovation and cleverness are core values, a fact reflected in its essential brand identity. To launch the Volvo XC60 Diesel, we followed this path.

The launch needed something that would draw attention to the new Volvo Diesel model, at the same time turning it into a national conversation.

But how to do this in a market with major Diesel competitors like BMW, Land Rover, Mitsubishi, Ford, who have a much greater budget? We did it the Volvo way, which means a smart and provocative way: advertising the current cars (of competitor brands) belonging to drivers that were on the waiting list for the new XC60 Diesel.

Volvo started with an in-depth insight of client behavior: diesel drivers from other brands became extremely interested in buying the new Volvo XC60 Diesel. But to afford the XC60, these clients needed to sell their own Diesel cars first. And Volvo decided to help them with a massive direct campaign: the launch campaign for the new Volvo XC60 Diesel actually sold diesel cars of other brands.

Our PR strategy was to reach potential buyers of luxury diesel cars and generate wide conversation about the new Volvo XC60 Diesel. Volvo directly impacted these people at the most important moment: while they were on the waiting list for the new Volvo XC60 Diesel.

We used high coverage media both online and offline, inviting automotive journalists to generate buzz and influencers to invite more clients from other car-brands to join the competitors’ sale campaign.

To generate curiosity in the project, a week prior to the launching campaign, we ran a teaser with digital influencers spreading the news: “Volvo will sell your luxury Diesel car to help you to buy the new Volvo XC60 Diesel.”

During the project, a team of over 100 professionals, including directors, photographers and digital producers, worked on the "Competitors’ Sale" campaign. They leveraged further national coverage by turning personal data from drivers into digital commercials, banners, print ads, digital posters, OOH, direct mailing and radio spots.

Versions of the ads were formatted to be broadcast on the Volvo brand’s social channels, such as Youtube Brandchannel, Facebook and Instagram, increasing the competitor's sales and segment impact.

Volvo Competitors’ Sale became a huge success. In only two days, the campaign generated 48.1 million impressions, increasing the sales leads by 345%. The digital reach boosted by 50% for the automotive segment. The organic search on Google for Volvo XC60 Diesel increased by 792% and set another record: the number of test-drives over just one weekend. Volvo had more than 6 million organic views, and Volvo’s Facebook had 3.4 visits per minute during the campaign. Therefore, in just two days Volvo increased by142% the number of followers in its social channels.

The campaign spread like wildfire. Our competitors didn’t like it and tried to have the campaign stopped. Too late. Every competitor’s Diesel car was sold. And every Volvo XC60 Diesel car sold out in just two weeks.