We needed to position the Volvo brand, and particularly the V40 R-Design, as a viable and competitive alternative to the popular German car manufacturers. Our answer? Let’s get people to defect from the norm.
‘Defectors willkommen’ became a rallying cry across a fully integrated campaign including print, experiential, radio and digital platforms. At every point of interaction, customers were encouraged to see what was on the other side and explore what Volvo and their V40 R-Design had to offer.
Fleet decision makers usually default to choosing German cars for their businesses. But when you see how the V40 stacks up against its closest German competitors in key statistical categories, it would be hard to decide against what Volvo has to offer.
This 5 page spread gave the campaign an even greater feeling of espionage.
EXPERIENTIAL
The experiential element to this campaign manifested itself in the form of a test to find out 'Which way do you roll? Germany Vs Sweden.' After completing the test and discovering how Swedish you are, people would sign up for their chance to win an unforgettable trip to Sweden to drive the V-40 R-Design and experience the best of what the country has to offer. This experiential piece was taken to 6 cities across the UK. Below are some pictures from the launch in Birmingham.
Here are some screen grabs from the test people took to discover where their allegiance lied.
PRINT AND RADIO FROM OTHER CAMPAIGNS
At the Goodwood Festival of Speed, Volvo wanted to take a moment to promote their new V60 Polestar model. Essentially, the V60 Polestar is a family car... with a wild side.