We get a good feeling about this campaign. Volvo Australia has launched its largest major national marketing campaign in a decade and to come along on the journey it's taken international DJ Avicii to mix-up its image.
Oliver Peagam marketing director for Volvo Car Australia said: “XC90 is part of a USD$11 billion investment programme, and the start of a new product onslaught over the next few years.”
“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 TV ad featuring footage and music from Volvo’s global XC90 ambassador, Avicii, 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 stand-out 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.
