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.