Objective Overcome the challenge of presenting the Volvo V70 and XC70 to a segment of the population that was not ordinarily included in Volvo's target market. Drive traffic to the Volvo showroom as well as achieve sales of both vehicles. Summary of campaign

An expandable banner was created to allow users to select bulky sports equipment to throw at a Volvo V70/XC70 with the tagline '.handles any sport you throw at it.' They could then submit an online form to arrange for a test drive or download a brochure.

Banners were placed on news, motoring and sporting sites to target the segment of the population who are outdoor sports enthusiasts who would typically require a vehicle with enough space to easily transport bulky gear - ideal audiences for the Volvo campaign.

Game players who visited the showroom were offered a chance in a lucky draw to win a piece of sporting equipment carefully selected to appeal to the target segment. They consisted of a mountain bike, wakeboarding boards and bindings and sailing lessons worth up to $5,000.

Campaign results

• Traffic from Singapore users to the Volvo Global site jumped from a rank of 119 to 20 in the 'Automotive > Manufacturers' category.
• Both the Volvo V70 and XC70 contributed to 20% of the total traffic to the showroom, a three to four-fold jump in the level of interest for the car.
• In addition, over 3,000 games were downloaded during the same period.

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