Volvo: Volvo

Credits & Description:

Brand VOLVO
Entrant GREY NEW YORK
GREY NEW YORK New York, USA Entrant Company
GREY NEW YORK New York, USA Idea Creation
TOWNHOUSE New York, USA Production
John Patroulis Grey New York World Wide Chief Creative Officer
Matthew O'Rourke Grey New York Executive Creative Director
Stephanie Lee-Pang Grey New York Executive Director, Digital Operations
Chelsea Anderson Grey New York Art Director
Sarah Elizabeth Turner Grey New York Copywriter
Janique Helson Grey New York EVP Account Director
Dario Cosmelli Grey New York VP Account Director
Katharine Killian Grey New York Account Supervisor
Colleen Mangan Grey New York Account Executive
Libby Carespodi Grey New York Digital Producer
Mauricio Ruiz Grey New York Creative Technology Director
Bob Jacobs Volvo Car USA Chief Marketing Officer
Kristina Vasandani Volvo Car USA Campaign Manager
James McPherson Townhouse SVP, HEAD OF INTEGRATED PRODUCTION
Alison Horn Townhouse EXECUTIVE INTEGRATED PRODUCER
Angela Ong Townhouse VP INTEGRATED PRODUCER
Daniel Maughan Townhouse INTEGRATED PRODUCER
Thomas Prevot MediaMonks Senior Producer
Jens Jansson POM DIRECTOR
Erick Lundqvist POM PRODUCER
Micah Scarpelli Uppercut Editor
Tyler Horton Uppercut Assistant Editor
Julia Williams Uppercut Head of Production
Kathrin Lausch Uppercut Executive Producer
Michiel Brinkers MediaMonks Technical Director
Mike Nicosia Grey New York Associate Technology Director
Laura Mawn Grey New York Project Manager
Synopsis
Volvo needed to successfully launch its new XC40, a progressive new vehicle in the growing compact SUV segement. This segment was very popular with younger consumers, so the communications plan needed to be relevant. So at the LA Auto Show in November, Volvo decided to create some buzz and unveiled details around their new susbcription owership model, Care By Volvo. This unique ownership model allows consumers to subscribe digitally to a new XC40 and pay a flat monthly fee which includes financing, insuarance, and maintenance. Almost immediately, extremely positive buzz with media outlets and consumers alike began to fill the social space and automotive trade sites.
The brief was simple: create buzz and momentum around the new XC40 and generate awareness about the Care By Volvo service in anticipation of the launch in spring 2018.
Strategy
Our target and their unique behaviors drove the stragety for the campaign. Through data and insights gathering, it was oncovered that Millennials tend to own less and are much more open to subscription services, hence the popularity with Amazon Prime, Blue Apron, Netflix, and others. We also uncovered the fiercely digital and mobile nature of this demographic, especially when it comes to purchase and buying behaviors.
The new XC40 is undoubtleldy Volvo’s most progressively designed vehicle, and with an automotive segment popular with younger consumers, it was clear the Care By Volvo suscription service needed to pay a large role in the commuincations.
Developing a mobile iOS app was instrumental to introduce not only a new vehicle and brand, but also a new ownership service model to younger consumers.
Outcome
Results can be seen in the Confidential Information box below.
Execution
The new XC40 would be arriving in the spring and the app needed to be ready beforehand. The New York Auto Show was selected as the launch date to capitalize on buzz around the industry. The only problem is that left us with only a few short weeks to build and push a fully functional mobile app to the App Store. Oh, and also produce a marketing campaign around the app. Simple, right?
In 10 weeks, a fully functional app was designed and devloped that providing vehicle customization and selection, and in-app payment solution using popular payment methods such as Apple Pay, Venmo, and PayPal, all completely seamless and integrated with Volvo’s concierge headquarters. In parallel paths, :15 film were produced that called attention to the fact that we no longer have to buy many of the things we used to, driving users to download the app.
Campaign Description
Apple has revolutionized the way we live our lives with products that are designed down to the last detail to be equally beautiful and simple to use. The XC40 is similar to an iPhone in many ways, from how you buy it, to how seamlessly it works in your life. And because the XC40 does for cars what Apple has done for tech, we set out to launch it as the newest downloadable mobile app sold on iTunes App Store.
The Care By Volvo app, downloadable via the app store, allows consumers to customize their car, apply for it, and pay their deposit using Apple Pay, PayPal, Venmo, or a credit card. The seamless in-app experience makes the subscription sign-up and payment effortless.
Film and digital assets were also developed to reach Millennials creating further awareness of this new revolutionary app.