Volvo unveils largest national campaign in a decade for the XC90 SUV via Grey Sydney
Volvo Car Australia has launched its largest major national marketing campaign in a decade to support the launch of its new luxury SUV, the All-New XC90.
Volvo has collaborated with Grey Sydney to produce the launch campaign for this ground breaking vehicle using both global and locally produced assets.
Says Oliver Peagam, marketing director, Volvo Car Australia: “XC90 is part of a USD$11 billion investment programme, and the start of a new product onslaught over the next few years. It marks the beginning of a new chapter in Volvo’s history, and this underpins our national
marketing campaign.”
Volvo is targeting families with its campaign, taking on the likes of Mercedes, Audi and BMW in the 7-seater luxury SUV category.
Says Peagam: “Through our research over the last 12 months we know a lot about our target audience. We know their salary, earning power, attitudes, values, and media consumption. Every asset, partnership and channel choice for the All-New XC90 is geared around this research, so we’re confident of being laser-like in our targeting and messaging.”
Volvo’s campaign kicked off last week with a two day launch for motoring and technology media. On Sunday (August 9) Volvo launched its campaign TVC featuring footage and music from Volvo’s global XC90 ambassador, Avicci, the Swedish DJ. The TV buy comprises 60sec spots, and transitions into a mix of 30sec and 15sec spots across FTA and STV.
Volvo is using extensive digital assets in the campaign, including a new partnership with Fairfax featuring innovative digital inventory designed to standout and disrupt the digital viewer. Using Avicii as the campaign umbrella, Volvo and Grey Sydney locally produced online content videos that communicate the XC90’s world-first features. Each chapter covers a specific pillar of innovation: safety, design, intelligence, comfort, and drive.
These content videos will appear in rich media homepage takeovers on Fairfax titles, pre-roll, and feature on Volvo social channels and the website.
Says Justine Leong, business director, Grey Sydney: “There is a pivotal shift in the way people buy cars. We need to treat the digital space as the dealership and provide as much detail and information as possible in the environments they frequent daily.”
Volvo has also secured high-traffic placement static OOH in key metro and provincial areas. The digital OOH is a cut down 7sec TVC for placement in five key Qantas terminals nationwide.
Says Peagam: “Both executions have a graphic lock-up that encourages people to go online and search for XC90. As a standalone nameplate, XC90 has built a lot of positive equity over the years and we’re tapping into this with a significant SEO and keyword strategy below the line.”
The XC90 campaign also includes cut down ‘social snacks’ of the five content videos running across Twitter, Facebook and Instagram.
In addition, Volvo will have the XC90 vehicle on display at selected Westfield shopping centres along the east coast, and will amplify this with digital display inventory at each centre, including multiple floor-mounted smart screens, way finder units and large format digital displays
Client: Volvo Car Australia
Marketing Director: Oliver Peagam
Head of Brand & Retail Marketing: Lorraine Maroun
Agency: Grey Sydney
Creative Director: Chad Mackenzie
Art Director: Adam Frazer
Copywriter: Dan Staudinger
Agency Producer: Kirsten Caly
Business Director: Justine Leong
Account Manager: Matt Parker
Production: Brightworks
Producer: Stef Puskar
Director: Cameron D’Arcy
DOP: James Brown
2nd Camera: Mitch Ayers
Editor: Dave Anlezark
17 Comments
More like a giant backwards step.
When will clients learn that ‘hype-tapes’ of this nature, while proven to excite a dumbed-down dealer body, usually leave consumers cold.
They don’t buy cars for the list of badly filmed feature/benefits, they part with a significant amount of dollars for how it all makes them ‘feel’.
Like the 60. Nice one Adam.
F*ck off ‘New beginning’! Didn’t leave me cold. I fucking want one now!
I get a business trying to go for a younger market…But why would you not go with one thing Volvo is known for and make that appealing to younger generation.
e.g. life paint
This is creative tied down by poor strategy.
good grief, how formulaic and impersonal can you get?
Ah, big change- Volvo drivers dont wear hats now just back to front caps and beanies
@ Sarah Bellum well you can’t have one until you learn to spell fuck.
Better than the Hyundai poo that’s out there at the moment.
I’ll give the agency credit and say they came up with the idea alf using Avicci themselves. But what’s with the montage? If you’re going to use a musician, do something with the sound experience. His face has zero currency on camera.
Looks like the 60sec spot was overseas content???
Isn’t that footage by iconoclast / Gustav johannsson?
What was directed here? The edit?
zero currency? please explain
He’s probably the 2nd or 3rd biggest DJ / producer on the planet.
this campaign is actually from forsman & bodenfors.
the only ‘local’ involvement was the car display at westfield, perhaps?
credits where they are actually due:
http://www.bestadsontv.com/ad/70951/Volvo-Avicii-New-Beginning
Hopefully no donkeys were harmed in the making of this commercial.
Nothing makes me angrier than this kind of advertising.
I’ve already forgotten it.
Sorry.
So Sarah – after the work credited to the agency has been shown up to be an utter sham – with the nice, ‘cool’ work coming from another agency in Sweden and the shit grey stuff being edited here – are you still so sure you f@cking want one, madam??
Hey Antebellum,
Ending sentences with ‘madam’ makes you sound like a sexist with no self awareness. You probably are, but I thought I’d let you know so you can more easily remain in denial.
Regards
L
PS – if consumers know that the ad has been edited from another agency in Sweden, do you think they’d give a fuck? Probs not. The ad works or it doesn’t.