AutoTrader and Volvo V40 R-Design Innovation & Design Showcase

Background:

Our brief was to make consumers who would normally choose high-performance German cars fall in love with Volvo V40 R-Design car

Use the Swedish and Scandinavian design language to create a point-of-difference versus its German competitors.

We were asking consumers to re-appraise both the model and the marque – Our Creative Solutions offering has a proven link to real-world ROI which we could demonstrate of how we helped influence real-world sales of the car such as our MINI Creative Solution partnership

Volvo cars are beautifully designed and are brimming with Volvo’s patented brand of helpful and thoughtful technology that enhance driving pleasure, provide comfort and practicality as well as passenger safety – we needed to showcase these innovations to our users as a means of getting them to fall in love with the V40 R Design.

The Big Idea:

We created a series of road-trip videos each focusing on a facet of the V40 R Design form, function and design

The videos were beautifully shot, art-directed and scored so as to create a premium, high-end feel in the style of our editorial content.

The main creative hook was about celebrating Volvo’s unique point-of-difference; We want to celebrate Volvo’s Swedishness and that the Scandinavian way of thinking creates unique results that differ from the usual German suspects

All of this content was activated socially and also via a bespoke digital channel housed as a sub-domain on AutoTrader

Results:

The promotion engaged 220,000 users over three months each with an average dwell time of 1 minute and 35 seconds plus.

Our sales attribution model reported that 150 people who interacted with the content went onto buy a new or used R-Design V40.