Objective An online-only launch of the Volvo C30, a new 'hot hatch' targeted at yuppies and affluent young professionals - a segment traditionally outside of Volvo's established customer base. The campaign aimed to drive visitors to the Volvo showroom as well as generate requests for test drives. Summary of campaign Leveraging on Volvo's European TV campaign entitled Love It. Hate It. Express Yourself. To generate discussion, we built a website designed to get people talking.

Visitors to the site were encouraged to record on video and upload to the site their comments about the C30. These were then posted completely raw and unedited. They could then participate in the discussion through polls, forums, and vote for their favourite videos, as well as to refer friends to the site. In return, they were offered a chance to own the car for a weekend.

Campaign results

• Achieved 30% of the annual sales target within 3 weeks of site launch
• Microsite contributed 25% of all traffic to the Volvo showroom during the campaign period with no other offline support
• Microsite attracted more traffic than the main Volvo Singapore website (Hitwise Traffic Analysis, March 2007)
• A total of 330 requests for test drives, brochures, and instant messaging requests, correlating well with the number of showroom visits generated

	Winner of Step Design Award 2007 - Best of Web Annual
	STEP inside design and Dynamic Graphics
	http://www.stepinsidedesign.com
	http://www.dynamicgraphics.com

LAUNCH SITE