With the launch of the all-new Volvo S40, VCNA, Volvo Cars of North America, is targeting a new, more youthful and diverse customer group than ever before. A new style and a new ‘attitude’ will be used in the advertising campaign according to a company spokesman.
The creative and visual identity of the advertisements are inspired from entertainment genres like music videos and video games that are popular with the target audience.
Volvo Cars is producing a commercial featuring the music of Dilated Peoples and creative guidance of music-video director Dave Meyers. Voiceover is done by rap artist LL Cool J. Additionally, a second commercial has been done with visual assets from the RalliSport Challenge 2 video game, available only on Xbox.
It’s not enough to just reach people with a campaign, said Thomas Andersson, VCNA executive vice president in marketing. We want to go beyond that and touch and move people as well. The campaign is surprising, refreshing and cool, yet reassuringly Volvo at the same time. The tone we are using is youthful and confident, but not arrogant. With this campaign we will show that Volvo can be sexy and fun.
The marketing campaign is multi-faceted, covering television, movie theaters, magazines, billboards, the Internet, direct mail, partnerships with Virgin Megastores and Bloomingdale’s, and even video games. The television aspect of the campaign will focus on national cable stations and will also include TV ads in markets on prime time shows.
Furthermore, magazines are an important part of the print launch strategy. Ads will appear in publications that are essential to young and diverse audiences, with genres that reflect lifestyles, entertainment, pop culture, sports and technology.
The online advertising media placements are the first of their kind in the automotive industry, with advertising designed to reach the all-new Volvo S40 target consumer, not just on automotive sites, but also where they are spending time online.