SITUATION

Test drives are the number one sales driver for new cars.

Despite rave reviews, the new XC40 was not getting test drives, especially from the younger target market.

BRIEF

We were tasked to create a launch campaign that made a the car relevant to the younger generation of Malaysians and push test drives of the new car.

OBJECTIVES

- increase the rate of test drives from the existing rate of 42 per month

- demonstrate relevance of the volvo brand, specifically the xc40 to a new younger target market

No new technology, but a unique connection of Film, Mobile and Whats App.

Car ads are great, they get millions of views, but there is no direct link to acquisition - specifically test drives. By re-positioning a test drive as a 'prize', people would be more likely to redeem it - especially if we made the process easier via a familiar chat via whats app.

Malaysia ranks No 2 in the world for users of whats app (Source: https://www.statista.com/statistics/291540/mobile-internet-user-whatsapp/)

Gamify the new XC40 films by hiding codes, or easter eggs, throughout the film. If the codes are found, send them direct to a dedicated XC40 whatapp number - where a test drive can be simply and personally organised one to one.

Young, urban 25-45yr old Malaysians

All comms were digitally focussed, using highly targetted media buys across facebook, instagram and you tube.

To ensure that all mechanics of the contest were universally understood - all media would direct people to a single point, a webpage hosted on the Volvo website.

A series of 15 and 30 second trailers highlighted the innovative idea, driving traffic to the host page

The films were launched via a series of youtube, instagram and facebook trailers that directed all viewers to a single point - a dedicated webpage hosted on the Volvo website.

A direct link to the whats app account was hosted on the site - meaning that all entrants never had to remember the phone number.

A series of provocative digital ads also linked people directly to Volvo what's app account.

2396 entries in the first two weeks of launch

Of these entries - 377 test drives have so far been booked, representing a eight-fold increase in the number of bookings for the xc40 (previous average of 42 per month)

300% increase in web traffic to the volvo brand site (from 31,428 > 125,547)

Volvo XC40 bookings are now full for next 6 months