an in-depth campaign look: volvo interception

AN IN-DEPTH CAMPAIGN LOOK: VOLVO INTERCEPTION

BY AMELIA FRIEDRICHS

THE CONTEXT

○ Volvo is a well-known popular brand globally, but had low awareness in the U.S. - one of its largest markets.

○ Could not afford a Super Bowl ad

(Grey Advertising, 2015)

THE IDEA

Put cars in the hands of people who deserve them

HOW?Twitter was used as a vehicle (get it) for

consumers to nominate others to win a car during competitors’ ads.

(Grey Advertising, 2015)

Video from: https://www.youtube.com/watch?v=xZe1rVgT0WE

#VolvoContest○ Users could win a new

XC60 for someone who inspires them

○ 5 winners chosen ○ Promo videos put on all

Volvo social media channels

○ PR generated buzz: Jimmy Kimmel

○ All traffic directed to contest website

(Grey Advertising, 2015)

Photo from Technologytell.com

50,000 tweets in 4 hours (Grey Advertising, 2015)

> 2 million Video views across its social channels (Buss, 2015)

200,000,000earned media impressions (Grey Advertising, 2015)

So, why did this work?

““Car brands are telling the same story to the same people

over and over again.” -Peter Ternes, Senior Communications Strategist

General Motors

(Mediakix, 2015)

COGNITION, AFFECT & CONATION MODELS

○“Think-Feel-Do”○Cognitive: rationally persuades consumer with facts

○Affective: causes consumer to respond emotionally by appeal

○Conative: behavior evoked by advertisements

●e.g. Speed information, beautiful car and happy family and apply for a test drive

(Hackley, 2005, p. 40)

SOCIAL MEDIA-AUTO CONNECTION

○People see cars as a reflection of themselves

○Individuals use social media to express themselves and share what they love

○“Natural fit”

(Hendricks, 2015)

ADDITIONAL STATS FROM FORBES

○ 1 in 4 car buyers use social media to discuss a recent purchase

○ 38 percent of consumers say they’ll consult social media next time they purchase a car

○ 84 percent of all car shoppers are on Facebook - 24 percent use it as a resource for purchasing last vehicle

(Hendricks, 2015)

SOCIAL EXCHANGE THEORY

○Relationships we choose are ones that maximize our rewards and minimize costs.

○Not concerned with equality○Relationships with the most benefits with the least effort are most likely to be long-term

(Long-Crowel, 2015)

How Great Leaders Inspire Action, TED Talks, 2009)Photo from singlestoneconsulting.com

THE GOLDEN CIRCLE: SIMON SINEK

RECOMMENDATIONS

REFERENCESBowen, Michael. "Effective Social Media Strategies for Auto Dealers."Dealer Marketing Magazine. N.p., 16 Apr. 2013. Web.

10 Dec. 2015.Buss, Dale. "Volvo Wins Its Super Bowl Contest: 5 Questions with EVP Bodil Eriksson." Brandchannel. Interbrand, 03

Feb. 2015. Web. 10 Dec. 2015.

Givens, Hilary. "Advertising Insights: Social Media for Automotive, Measuring App Install Ads and Twitter On Mobile." Salesforce Blog. N.p., 13 May 2015. Web. 10 Dec. 2015.Hackley, Chris. Advertising and promotion: communicating brands. Sage, 2005.Hendricks, Drew. "A Look At How Car Brands Are Effectively Using Social Media." Forbes. Forbes Magazine, 9 Apr.

2015. Web. 10 Dec. 2015."How Car Brands Market With Social Media Influencers." Mediakix Influencer Marketing Agency + Platform for Brands.

N.p., 28 Aug. 2015. Web. 8 Dec. 2015.How Great Leaders Inspire Action. Perf. Simon Sinek. TED Talks. N.p.,Sept. 2009. Web. 10 Dec. 2015.Long-Crowel, Erin. "Social Exchange Theory in Relationships: Definition,Examples & Predictions." Study.com.

Study.com, n.d. Web. 10 Dec. 2015."The Greatest Interception Case Study." GREY. Grey Advertising, n.d.Web. 10 Dec. 2015.Walter, Ekaterina. "The Big Brand Theory: Nissan Builds a Car and Its Social Community." Social Media Today. N.p., 17 June 2013. Web. 10 Dec. 2015.