Volvo Launches Biggest Campaign In A Decade

Volvo Launches Biggest Campaign In A Decade
SHARE
THIS



Volvo Car Australia has launched its largest major national marketing campaign in a decade to support the launch of its new luxury SUV, the All-New XC90.

“XC90 is part of a USD$11 billion investment programme, and the start of a new product onslaught over the next few years,” said Oliver Peagam marketing director for Volvo Car Australia. “It marks the beginning of a new chapter in Volvo’s history, and this underpins our national marketing campaign.”

Volvo is targeting families with its campaign, taking on the likes of Mercedes, Audi and BMW in the 7-seater luxury SUV category.

“Through our research over the last 12 months we know a lot about our target audience,” said Peagam. “We know their salary, earning power, attitudes, values, and media consumption. Every asset, partnership and channel choice for the All-New XC90 is geared around this research, so we’re confident of being laser-like in our targeting and messaging.”

Volvo has collaborated with Grey Sydney to produce the launch campaign for this ground breaking vehicle using both global and locally produced assets.

Volvo’s campaign kicked off last week with a two day launch for motoring and technology media. On Sunday (August 9) Volvo launched its campaign TVC featuring footage and music from Volvo’s global XC90 ambassador, Avicci, the Swedish DJ. The TV buy comprises 60sec spots, and transitions into a mix of 30sec and 15sec spots across FTA and STV.

Volvo is using extensive digital assets in the campaign, including a new partnership with Fairfax featuring innovative digital inventory designed to standout and disrupt the digital viewer. Using Avicii as the campaign umbrella, Volvo and Grey Sydney locally produced 5 online content videos that communicate the XC90’s world-first features. Each chapter covers a specific pillar of innovation: safety, design, intelligence, comfort, and drive.

These content videos will appear in rich media homepage takeovers on Fairfax titles, pre-roll, and feature on Volvo social channels and the website. “There is a pivotal shift in the way people buy cars. We need to treat the digital space as the dealership and provide as much detail and information as possible in the environments they frequent daily,” said Justine Leong, business director, Grey Sydney.

Volvo has also secured high-traffic placement static OOH in key metro and provincial areas. The digital OOH is a cut down seven sec TVC for placement in five key Qantas terminals nationwide.

“Both executions have a graphic lock-up that encourages people to go online and search for XC90. As a standalone nameplate, XC90 has built a lot of positive equity over the years and we’re tapping into this with a significant SEO and keyword strategy below the line,” said Peagam.

The XC90 campaign also includes cut down ‘social snacks’ of the five content videos running across Twitter, Facebook and Instagram.

In addition, Volvo will have the XC90 vehicle on display at selected Westfield shopping centres along the east coast, and will amplify this with digital display inventory at each centre, including multiple floor-mounted smart screens, way finder units and large format digital displays.

Credits;
Client: Volvo Car Australia
Marketing Director: Oliver Peagam
Head of Brand & Retail Marketing: Lorraine Maroun

Agency: Grey Sydney
Creative Director: Chad Mackenzie Art Director: Adam Frazer Copywriter: Dan Staudinger Agency Producer: Kirsten Caly Business Director: Justine Leong Account Manager: Matt Parker

Production: Brightworks Producer: Stef Puskar Director: Cameron D’Arcy DOP: James Brown

2nd Camera: Mitch Ayers Editor: Dave Anlezark

Please login with linkedin to comment

Dannii Minogue

Latest News

Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.
  • Media
  • Opinion

Young Australians Will Abandon Facebook If It Doesn’t Do More To Combat Hate Speech

In this guest post, founders of The Daily Aus Sam Koslowski and Zara Seidler discuss why in order to stay in the game and keep its user, social media giant Facebook needs to do more to combat hate speech… For young Australians, Facebook is on the decline. Unless the platform better responds to its user’s […]

Opinion

by B&T Magazine

B&T Magazine
Baskin-Robbins Australia Awarded For Stranger Things Campaign
  • Media

Baskin-Robbins Australia Awarded For Stranger Things Campaign

A brave move has paid dividends for Baskin-Robbins Australia who recently announced they won the award for Best Digital Initiative at last week’s QSR Media Awards. Baskin-Robbins Australia’s Master Licensee, Palm Oasis Ventures took a risk in launching a digital winter campaign targeting a new millennial and Gen Z demographic when it partnered with Netflix to launch season 3 of the streaming giant’s most popular show, the sci-fi horror series, Stranger Things.

TikTok Turns On Trump (Again)
  • Media

TikTok Turns On Trump (Again)

TikTok has turned on Trump once again. As yet, no one brave enough to speculate it's the work of the Chinese government.

SAN FRANCISCO, CA JULY 1, 2018: Entrance to Adobe San Francisco office location in historic Baker and Hamilton warehouse
  • Media

Convert Digital Awarded Adobe’s Magento Gold Status

Leading eCommerce website development agency, Convert Digital, has achieved the coveted Magento Gold Status from Adobe. This accomplishment has been reached following the agency’s continuing work with the Magento 2 platform - platform that is incredibly robust and offers unrivalled flexibility and scalability.

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent
  • Campaigns

Influencers Raise $95k For Starlight Children’s Foundation In Do-Good Campaign Via Born Bred Talent

Influencer marketing agency Born Bred Talent has partnered with the Starlight Children’s Foundation to mobilise their talent roster and support the Stream Raiser campaign, contributing over $95k in donations thanks to virtual fundraising efforts.  With a combined reach of 6.2 million across Instagram, TikTok and Twitch, 9 Australian influencers contributed 76% of the $124k raised […]

UNICEF Set To Launch ClickforCovid Relief Gaming Stream
  • Advertising

UNICEF Set To Launch ClickforCovid Relief Gaming Stream

In 2020, the ‘new wave’ of youth consumers have inspired the world with their activism and fundraising, so eGEN is proud to have partnered with UNICEF, Loserfruit and friends to help gamers fight COVID and help the world’s most vulnerable children. The world’s most famous strawberry will be joined by her Click crew for a […]

Silverbullet Achieves Adobe Audience Manager Specialisation
  • Media

Silverbullet Achieves Adobe Audience Manager Specialisation

Silverbullet Data Services Group (Silverbullet), has become one of only four businesses globally to achieve Adobe Specialisation in EMEA for Adobe Audience Manager. Adobe Specialised Partners are acknowledged as the most skilled technical practitioners throughout the global partner ecosystem. Specialisations are earned after organisations achieve a level of certified expertise in an Adobe solution and […]

Businesswoman hand connecting jigsaw puzzle, Business solutions, success and strategy concept
  • Technology

General Mills Partners With Zyper To Build Virtual Superfan Communities

Food company General Mills has partnered with Zyper, a marketing platform that connects brands with their superfans, to build virtual fan communities for General Mills’ brands. As part of the agreement, General Mills will use Zyper’s software to initially identify the Betty Crocker and Fibre One brands’ top one per cent of fans on social […]

Facebook Pledges $500,000 To Group Admins Across Australia
  • Technology

Facebook Pledges $500,000 To Group Admins Across Australia

Facebook is continuing its Facebook Australia Groups Impact Fund, today announcing $500,000 in funding for the program. The grant was originally designated for bushfire recovery groups, however, has now been extended to local communities across the country who might be facing hardship. Facebook said it is on the lookout for groups that have a positive […]