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1VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016
Bringing back the volvo brand in the u.sBodil Eriksson, volvo car USA
2VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016
starting point January 2014 Out of sight & out of mind | 4% spontaneous awareness | record low
sales
“Suzuki pulled out of the American
market last year.
Mitsubishi and
Volvo will follow
soon”
Volvo is ranked 5
out of 10 brands
that will disappear
in 2014.
3VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016
MEANWHILE; THE TRANSFORMATION OF VOLVO CARS HAD BEGUN
“The Stunning Volvo Concept Coupé Is The New
Swedish Sexy” Jalopnik
“Well, hello gorgeous. Aren't you a nice surprise
for our Wednesday night!” Jalopnik
"It is the prettiest Volvo ever" Automobile
“Volvo Concept Coupe. Volvo, Reinvented.
Volvo’s future is looking good. Very good, we’d
say.” AskMen
4VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016
1st proof point: the all new xc90 “The inside out” launch
“Called SENSUS, it’s the best touchscreen
entertainment and information system on the
market, if not the best of any, full stop” Motor Trend
“Range Rover beware, the all new Volvo XC90 has
launched” Digital Trends
On paper, Volvo has cracked the code and done the
impossible: They have created a no-compromise
SUV. The car world will never be the same.” Ask
Men
2015 Volvo XC90 leapfrogs competition with new
safety technology” Edmunds.com
On paper, Volvo has cracked the code and done the impossible: They have
created a no-compromise SUV. The car world will never be the same.”
Ask Men“ The XC90 isn’t just our SUV of the Year—it’s also a captivating work of art,
inside and out.”“ This is an entirely new vehicle from a car company that has taken a step
back and reinvented both itself and the luxury three-row SUV.”
Motor Trend
50%
Conquest
People who love cars, have driven everything and yet want something else,
something different, something cool, reliable and a bit contrarian, want something
better than a Subaru. With Audi having gone the way of BMW and Mercedes,
what’s left? Jaguar? Volvo. Here and now. Returning to its core values with the
right car at the right time.”
The Drive
“Volvo S90 revealed: Sweden declares automotive war on the Germans.
Following the XC90, the reinvention of Volvo continues.”
The Verge“
7VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016
New marketing strategy:Targeted, adaptive, scrappy - Real time mindsetEmbrace that we are small
- Go targeted!
Data driven
- Hyperfrequent and then nimble and
scrappy
Multi platform addressability
- Home, Device, Time of day,
Consumer action
8VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016
Our intercept strategybuild on established, high attention events, intercept with relevant content
9VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016
Super bowl Interception 80 media stories | 55,000 #volvocontest, most tweeted automotive hashtag |
trended 3 times
• “Who Would You Put in
a Volvo?”
• Seed the idea – media coverage and
consumer videos
• Drive active consumer engagement on
Game Day
• Amplify posts on Twitter targeting
competitors handles and trending hashtags
• Gold Lion in Cannes, PR award of the Year
10VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016
ces Interception: FUTURE OF DRIVING / S90141 media stories | 35% peak share of voice | volvo 3rd in ad social conversation | 4,11% engagement rate Spend when They Announce..... Intercept Conversation
Track Our Share of the Conversation........ Identify Keywords
Insert Strategically Timed announcements
11VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016
Make something worth talking
about8.1M Impressions | 1.5M Video Views | 1200 Shares | 365
Comments + Replies
12VOLVO CAR GROUP RESULTS PRESENTATION JANUARY-JUNE 2016
“The work is unusual and somewhat risky for Volvo in an industry largely characterized by vanilla advertising focused on financial incentives and sheet-metal glamour shots.”A D W E E K : 0 8 . 2 0 1 6
“Little, conservative Volvo, leading the way into the future. Not so conservative any more. And, in the future, not so little, I
bet.”
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