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Volvo: Always There Campaign

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This is a campaign for Volvo that I developed for my Field Experience course, based on what I learned at Arnold Worldwide during my internship. I was supposed to choose an Arnold client and develop a …

This is a campaign for Volvo that I developed for my Field Experience course, based on what I learned at Arnold Worldwide during my internship. I was supposed to choose an Arnold client and develop a new campaign or branding strategy for that client.

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  • 1.  
  • 2. Volvo: Always There
  • 3. Why “Always There”? Because it makes sense. “ Always There” symbolizes many things that are already associated with the brand - Safety - Long Brand History - Reliability - Customer Focused - Assurance - Longevity
  • 4. Who is Volvo?
  • 5. Volvo As a Brand
    • “ V olvo", i.e. "I roll”
    • The name was simple, ingenious and with a very strong symbolic connection to the company's entire operation. Furthermore, it contained no R or S. Easy to pronounce in most places around the world and with a minimal risk for spelling errors
    • At the same time, the ancient chemical symbol for iron, a circle with an arrow   pointing diagonally upwards to the right, was adopted. This is one of the oldest and most common ideograms in the Western culture and originally stood for the planet Mars in the Roman Empire.
    • As such, the ideogram has long been the symbol of the iron industry, not least in Sweden. The iron badge on the car was supposed to take up this symbolism and create associations with the honored traditions of the Swedish iron industry; steel and strength
    • It is still found across the grille of every Volvo vehicle and in the center of the steering wheel you still find the iron symbol
    • Founded by Assar Gabrielsson and Gustaf Larsson, the company was formed on a background of quality and safety which were both of paramount importance, a concept that still applies to the Volvo cars of today
    http://www.volvoclub.org.uk/history/brand-history.shtml http://www.volvoclub.org.uk/history/index.shtml
  • 6. What Do The Consumers Think?
  • 7. Consumer Perceptions of Volvo: Safety
    • In the Consumer Reports' 2008 Car Brand Perception Survey, with a score of 77 percent in the Safety category, Volvo is clearly first in consumers' minds. No other category is so unilaterally dominated by one brand
    • The recent Brand Report Card study by the Consumer Reports National Research Center reveals that only five brands stand out from the competition based on the number of survey respondents who named them best in design/style, performance, quality, safety, technology/innovation, or value:
    • Overall brand perception Toyota 37% Ford 29 % Honda 27 % Volvo 24% Chevrolet 22 %
    • Volvo, in particular, with the highest score for any category in Safety (23 percent) could benefit from raising its perceived Quality from a low 3 percent. Consumer Reports Reliability history data shows mixed performance by Volvo, supporting that as a prime area for improvement
    • Consumers overwhelmingly perceive Volvo as the leading safety brand. Its 77-percent score gives it a dominant lead over second-place Toyota’s 20 percent. But other automakers that are consistently on the cutting edge of safety technology—such as BMW, Lexus, and Mercedes-Benz—don’t even make it into the top five
    http://www.reuters.com/article/pressRelease/idUS213405+08-Jan-2008+PRN20080108 http://forums.motortrend.com/70/6202026/the-general-forum/top-car-brands-ranked-by-consumer-reports/index.html
  • 8. What Do The Consumers Want?
  • 9. What Consumers Want
    • Consumers are drawn to the brands that offer products that satisfy their needs, fit their lifestyle, and excel in the areas they find most important.
    • The survey found that 7 in 10 consumers considered two factors to be most important when evaluating a new car: Safety (72 percent) and Quality (69 percent)
    • Consumers consider friendliness to the environment (35 percent) to be more significant than styling (23 percent)
    • The category “technology and innovation” (15 percent) scored as least important to car buyers
    • Customers expect accuracy
    • Customers expect availability
    • Customers expect partnerships
    • Customers expect advice
    http://andyunedited.ivpress.com/2007/08/what_do_customers_want.php http://www.consumerreports.org/cro/cars/new-cars/news/2008/01/brand-perceptions/top-five-in-brand-perception/brand-perceptions-top-5.htm http://forums.motortrend.com/70/6202026/the-general-forum/top-car-brands-ranked-by-consumer-reports/index.html
  • 10. How to Market in A Recession
  • 11. How to Attract Consumers in a Recession
    • Focus on family values. When economic hard times loom, we tend to retreat to our village.
    • Look for cozy hearth-and-home family scenes in advertising to replace images of extreme sports, adventure and rugged individualism, as uncertainty prompts us to stay at home but also stay connected with family and friends
    • Gimmicks are out; reliability, durability, safety and performance are in
    • People seek comfort in social bonds
    • The trick for advertisers is to acknowledge the rough spot customers are in without sending them into a panic
    • Because most of us can’t personally recall the Depression, “we’re all out of our comfort zone for what to do,” and we’ll respond well to advertising that makes us feel empowered, normal, not freaked out says Jon Bond, co-founder of Kirshenbaum Bond, a New York ad agency
    http://discussionleader.hbsp.com/quelch/2008/09/how_to_market_in_a_recession.html http://www.ifeaeurope.com/news/blog/festivals-in-times-of-recession/ http://www.journalgazette.net/apps/pbcs.dll/article?AID=/20081021/FEAT/810210312&template=printart
  • 12. Target Audience for Campaign
  • 13. The Volvo Buyer’s Profile
    • Ranges in age between 25 and 40
    • High income
    • Well educated
    • Upscale business traveler
    • Actively online
    • Family oriented
    • Discerning
    • Urban
    • Fashion–conscious
    • Motivations include safety, reliability, quality, responsibility, functionability, fun, style and excitement
    www.lintons.on.ca/Conestoga%20Uploads%202004/ Car%20Email%20Campaign%20Creative%20Brief.doc http://www.iabuk.net/media/images/AOL_VolvoCS_323.pdf
  • 14. Campaign Target Audience Profile
    • Current or Past Volvo Owners
    • Prospective Volvo Drivers
    • Married couples
    • Young couples with newborns or younger children
    • Ages 25-50
    • Educated and Affluent
    • Concerned with Safety and Quality
    • Concerned with Brand History and Reputation
    • Attracted by innovation and changing design
  • 15. The Campaign: What We Want to Accomplish
  • 16. To Accomplish:
    • Increased positive brand associations and resonance
    • Increased awareness of Volvo’s history
    • Create favorable customer impressions
    • Increased brand recognition
    • Increased brand loyalty
    • Increased sales
    • Increased customer interest
    • Maintain the consumer perception of safety
    • Increased perception of quality, reliability, and style
    • Increased customer inquiries and test drives
  • 17. Means to Accomplish Goals
    • Television Spot
    • Print Advertisements
    • Internet Capturing
  • 18. Example Television Spot Storyboard
  • 19. Television Spot Scenes 1 & 2
    • MS of older Volvo station wagon driving at night through a residential neighborhood.
    • SFX: Soft music playing throughout.
    • LS of the same older Volvo station wagon pulling up in front of a house and a teenage girl running out the front door to the car with teenage boy in the driver’s seat.
  • 20. Television Spot Scenes 2 & 3
    • CU, OTS of the couple sitting in a drive in movie in the same older Volvo station wagon. See the couple kiss (innocently).
    • LS of the same couple but now older at the beach, image of convertible Volvo in background. The man in the couple gets down on one knee and proposes to the woman. She clearly says yes.
    • SFX: Same soft music gets louder.
  • 21. Television Spot Scenes 4 & 5
    • MS of same couple in wedding attire driving away in the same convertible Volvo as in previous shot. Car has cans dragging and sign that reads”JUST MARRIED.”
    • SFX: Music is more upbeat and intensifies.
    • MS of couple in newer Volvo SUV. Woman is visibly pregnant and going into labor. Husband is looking at her and driving.
    • SFX: Music returns to soft music and plays loudly.
  • 22. Television Spot Scenes 6 & 7
    • LS of Volvo SUV driving through the rain at night.
    • MS of same man and woman in front seat. Woman is looking back, smiling warmly. Audience can see interior of vehicle.
    • CU of newborn baby sleeping in the backseat. This is a side shot so that the viewer can also see out the window to see the rain and the streetlights passing by.
  • 23. Television Spot Scenes 8 & 9
    • MS of Volvo SUV driving into the driveway of a home.
    • CU of SUV pulling into the garage, SUV pulls all the way in and the garage down starts to come down.
    • Screen cuts to Black and appears the Volvo logo and tagline.
  • 24. Television Spot Relevance
    • The Volvo is present in all of this couple’s biggest moments together
    • The audience can see the progression of the design of the Volvo and instead of focusing on one single model, the audience is able to see a few different models
    • Seeing the older generation models can trigger memories for those past owners of older models and may bring back personal memories of their experience with the Volvo
    • The image of the newborn baby being driven home safely is a moment that is very relatable but also symbolic of the vehicle’s safety
  • 25. Example Print Ads
  • 26. Because we transport the most precious cargo you have . Always There
  • 27. Always There The next best thing to a lullaby.
  • 28. Always There Because on the road of life, there should be few pit-stops.
  • 29. Always There Because not every road trip needs a destination.
  • 30. Internet Capturing/ Brand Promotion
  • 31. LAXMom12: I was picking up my daughter from her lacrosse game one Friday afternoon and all of her girlfriends from the team wanted to come over the house for dinner. Luckily my XC90 has enough room for all six of the girls and still has an empty seat for their practice bags and lacrosse sticks. My Volvo is always there , at every sporting event, ready to take the girls off to their next big event, whether it be a tournament or a sleepover. Leave LAXMom12 a comment: Leave Sailorman451 a comment: Next Page Click Here to Post Your Story Share Your Stories of How Volvo has Always Been There For You! Share Your Story For the Chance to Win $5,000.00! Sailorman451: It was the dead of night and I was driving down the highway and all the sudden, there was a ‘whiteout.’ The snow was coming down so heavily that I could barely see the road. I also had my two sleeping children in the back-seat. Luckily, my XC70 has powerful All Wheel Drive and we made it home safely through the snowstorm. My Volvo is always there in the middle of a blizzard.
  • 32. Why Internet Capturing Will Work
    • The target audience of this campaign is very internet savvy. They will know how to navigate the internet and be able to insert a post
    • No personal information is revealed to anyone viewing the website
    • This will enable Volvo to collect email addresses and names of those who post because they will have to create a username in order to post
    • The $5,000 incentive in harsh economic times will trigger a lot of hype and will create more willingness to create a username and post a story
    • It will be easily found on the site and Volvo will either choose the best story that fits the “Always There” tagline or will select a winner at random
    • It gives those who are visiting the Volvo site for the first time or those who may be interested in buying a Volvo a chance to read stories from actual drivers and read what their experiences have been
    • Volvo will be able to monitor and control the site to maintain the integrity of the brand. All inappropriate stories, language, pictures, etc. will be deleted off the site and a disclaimer will note that any user whose story is deleted is disqualified from the game
  • 33. Always There