The agency set out to demonstrate to the client that LifePaint as a brand promotion to the cycling community would prove to be awell targeted piece of activity that would be worth the investment. It needed to help justify Volvo’s progressive brand values and premium price point to a new target audience.

The Marketing Objective - To become a premium brand and communicate Volvo’s social purpose through the lens of their human-centric product innovations and safety offering. The campaign revolved around a promotional film that illustrated the problem and solution for cyclists and then drove them to the 6 key cycle shops in London to collect 2000 test cans that were being given away, and leave their point of view on a website.

Business Objective - Justify Volvo’s progressive brand values and premium price point to a new target audience.

Marketing Objective - To become a premium brand and communicate Volvo’s social purpose through the lens of their human-centric product innovations and safety offering.

KPI: Give away 2000 cans and gather 1000 responses on the website.

Early stage results - we only launched 1 month before submission. So far; 2000 cans went in 72 hours and global enquiries to the 6 London bike shops for more information/distribution requests.

- 4.5m+ people have watched the film on YouTube – with NO paid media or seeding budget.

- The majority being 25-44-year-old males – right on target for Volvo’s desired target audience.

- 130m+ impressions on Twitter within 20 days - with NO paid media or seeding budget.

- On average, someone registered their details through the website to learn more about LifePaint every 30 seconds, and 28,000 requests so far for more information/stock.

- Major UK car and bicycle equipment retailer Halfords tweeted about LifePaint, asking its followers whether the brand should stock the product.

We took the product and placed it where we knew key influential cyclists - i.e. the active contributers on social media. 6 bike shops were selected across London to take the 2000 cans and the CTU, with their details being hosted on the website which would be seen by views of the film on the YouTube channel. The agency team took the cans to each outlet, assembled the CTU and provided the information stencils/posters and training on the product for any shop staff. The shops were out of initial stock over the first 48 hours of the weekend and were restocked on the Monday and again all out in 24 hours with demands for more, with over 28,000 enquirires on the website alone.