VolvoDirect Response Campaign

Scott Van Winter, Hollie Randall, Christine Ryan, Lindsey Jordan

● Swedish premium automobile manufacturer

● Competitors: BMW, Audi, Mercedes

● 7 of the safest luxury models of The Volvo Collection, which include

unique accessories

● S60 “perfect blend of dynamic performance and legendary comfort”

Brand/Product Overview

Volvo S60● 2015 Volvo S60

● Luxury & Performance

● $33,750 - $43,550

● Fuel efficient, technologically

advanced & awarded Top

Safety Pick in 2014

● Volvo: “the ultimate

expression of confidence

Business Problem/Opportunity Sales Gap

Automotive News, June 2014: “Volvo’s goal: Turn around U.S sales”

“Hakan Samuelsson, CEO of Volvo Car Corp., says it is still troublesome that Volvo sales in the United States haven’t kept up with the growing market. Volvo’s U.S. sales fell 10 percent in the first five months to 23,347 units in a market that grew 5 percent.”

U.S News & World Report Best Cars, May 2013: “Are Mitsubishi and Volvo on the Way Out?”

“Volvo’s sales are down 8 percent this year compared with the first four months of 2012. In contrast, Toyota sales are up 5.4 percent, while Audi and BMW sales have increased 14.2 and 5.7 percent, respectively.”

Goal: Upsell existing Volvo customers

Objective● Get 1,200 prospective customers to attend the one-

time “Volvo in Vegas” event presuming that 600 of

theses people will purchase the S60 for $50,000.

(Goal: acquire 600 customers)

Target

Males: 25 - 54 The Volvo brand has long been associated with safety, but this target audience will be drawn to the many

innovative, sporty and luxurious features of the Volvo S60 because of their desire for luxury and status.

According to data provided by MRI, the target audience:

● married (124)● live in the western United States (114)● graduated college plus (181)● work in management, business or financial operations (205)● earn a HHI of $150,000+ (244)● home value exceeding $500,000 (243)

According to data provided by SRDS, the target audience :● Always Look for Brand Name● Like to Stand Out in a Crowd● How I Spend Time Is More Important than Money● Like Spending Most Time Home with Family

Older Businessman

According to data provided by SRDS, this person falls into the winner’s circle PRIZM segment.

● ages 35 - 54 with families that live in new-money subdivisions

● wealthy suburban lifestyles where status and luxury are important facets of everyday life

● worked hard their whole lives and feel that their success allows them the ability to treat themselves

● Median incomes are well over $100,000

Customer Insight:

Status and luxury are important facets of their lives because they have worked very hard to be where they are today.

Segmented Takeaway:

Volvo is a sedan that reflects the luxury, status and power that is exclusive to only those who have achieved the best of the best.

Family-Oriented Man

According to data provided by SRDS, this person falls into the upward bound PRIZM segment.

● This group is the home of the soccer moms and dads with ages between 35 and 54

● They are very focused on their families, but luxury is important to them and they need to feel that their vehicle

can provide it

● These are upscale families that have dual incomes, college degrees and tend to live in smaller satellite cities

● They are heavily involved with their children

Customer Insight:

Very involved and focused on family life but still want luxury in their lifestyle.

Segmented Takeaway:

Driving a Volvo allows me to feel confident balancing my status as well as the safety and satisfaction of my family.

Young Bachelor

According to data provided by SRDS, this person falls into the up-and-comers PRIZM segment.

● They have money to spend and status is a very significant component in their lives.

● This group is upper-midscale singles who live in smaller satellite cities.

● They are mobile adults, mostly 25-44 years old, and includes a high number of college graduates.

● They are into the latest technology.

Customer Insight:

Concerned with status and latest technology trends

Segmented Takeaway:

Experiencing prestige, through feeling the performance and power of driving a Volvo, while being seen in the sleekest,

technologically-advanced car on the market.

DM Invitation

Event Landing Page

Family Oriented Man

Older Businessman

Young Bachelor

DM Follow

Up

Email V1S1

Email V1S2

Email V1S3

Email V2S1

Email V2S2

Email V2S3

Lead Gen

Registration

Email

Registration Survey● Will be featured on campaign landing page

Thank you for your interest! Tell us a bit more about yourself, so Volvo can make this evening all about YOU.

1. What is your age? A. Under 25B. 25-44C. 45-65 D. Over 65

2. What is your marital status?A. Single B. Married

3. Where does your Volvo take you most often? A. Networking events/business tripsB. Family weekend getawaysC. Restaurants/Bars

Event Details

Guest Speakers: A panel of Volvo executives will discuss the current state of Volvo and the Volvo Group, and host a Q&A session. The panel includes:

● Thomas Ingenlath, Senior Vice President, Design● Lex Kerssemakers, Senior Vice President, Product Strategy and Vehicle Line Management● Alain Visser, Senior Vice President, Marketing, Sales and Customer Service

Older Businessman Segment

Crash Test: Highlight that the 2014 S60 was the top safety pick. A video demonstration of a real crash test will be presented along with a word from Volvo safety experts

Family -Oriented Man Segment

Volvo After Party: Unveiling the new Volvo S60 will be the highlight of this event. The event will have a party-like atmosphere with music, drinking, and mingling

Young Bachelor Segment

Event Details

● Date: Saturday, June 20, 2015

● Venue: Las Vegas Convention

Center

● Cost: Admission is free.

Additional costs include food,

travel, and hotel as up to the

guest

● Time: 5 P.M. - 1 A.M.

Budget

Budget

Measurement

Creatives