ChallengeVolvo wanted to promote brand loyalty of lessees who, by virtue of their short-term relationships, were more likely to move on after their terms expired.

InSIghTVolvo owners love the brand, partly because Volvo treats them like family. By also treating new lease holders like “family,” Volvo could inspire the same kind of loyalty.

SoluTIonWe developed VINE (Volvo Inspired Network of Enthusiasts), an online social community designed to connect lessees with the Volvo brand.

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CONNECT TO THE VINE

SUBJECT: You’re part of the Volvo family. Get connected.

The VINE Online, a new Web site just for Volvo owners, is your convenient

resource for important information about your Volvo—and much more. It’s a

tool, a library, a photo and video gallery, and best of all, a community. A place

to share stories, learn about clubs and events, or simply browse through the

latest Volvo accessories. Make the most of your Volvo ownership experience.

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LIFE GROWS ON THE VINE

Vehicles shown may not be available in all markets.

reSulTSThe campaign improved brand loyalty among lessees reinforcing the sincerity of Volvo’s commitment. The program further evolved to become the center piece of a robust CRM engine, hosting sustained dialogue and providing an important line of communication for customers old and new.