Volvo S40
VIP Influencer Program
When consumer
perception of your brand is that you
target safety-conscious soccer moms,
it’s tough to reach a new, younger
consumer without shaking things up a
bit. Volvo realized that the
completely re-engineered All New S40
was an opportunity to talk to a new
group in different ways. It started
with a traditional media campaign
that spoke to the speed and sexiness
of its new entry-level model, and
chose Ammo to directly touch
consumers in the Bay Area and
Dallas.
The primary objective of the program
was to expose the All New Volvo S40
to a target group of 25-35 year-old
highly social, active professionals
on their turf and on their terms.
The ultimate goal: to connect with
an audience that could ignite buzz
around the newly stylish redesigned
cars and to deliver highly qualified
sales leads to Volvo retailers.
Over the course of three
months the Influencers
were invited to take a
‘10 day vacation from
their car’ to test drive
the All New Volvo S40
and were actively
encouraged to share the
experience with as many
friends, colleagues and
acquaintances as
possible.
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