The Volvo S60 has arrived in Brazil with the task of enhancing Volvo sedan’s reputation in the country.

All reviews have shown that the S60 is superior to its competitors. And consumer surveys pointed out a warm approval from the target audience. The car release had everything to be a big hit, if it wasn't for one small problem: Volvo has only 36 dealerships in Brazil, a country the size of a continent, while its competitors have hundreds. So, how can we make this amazing sedan reach its target audience?

Facilitate and amplify the consumer contact points with Volvo’s new sedan without enlarging the brand's physical presence in the country, using a cutting-edge technology that enhances the digital experience emulating the real world. Raise awareness and consideration of the new Volvo S60 compared to the main competitors solidifying its presence in the sedan category.

Volvo dealerships may not reach the entire country, but its ads do. So, we used high-end technology combined with an in-depth CX and UX study to turn every Volvo ad into a full-service Volvo Dealership, providing the same experience a client would have in a real Volvo Store, wherever they are. The project works in all media: from print ads, going through OOH, all the way to social media. That’s how we were able to open thousands of new dealerships without moving a single brick.

Since Volvo is a premium brand, the strategy was to impact qualified audiences (male audience, 35+, with interest in business and finance, sedans lovers) through a precise placement of DOOH, OOH, digital and print media. With that accurate media placement combined with the mobile platform, the quality of the interaction with the activation was high in terms of time spent with its features, such as: financing calculator, test drive scheduling, buying intent form filling (lead generation). That strategy helped Volvo achieve its business-driven goals with excellent results. In the end, the project was bigger than a launch campaign; it became a new business model. The target was users who expressed interest in cars of the sedan segment and luxury vehicles in their data navigation, with monthly income above 20K (BRL), men over 35 years old, and the CRM lists of S60 from previous campaigns.

The activation works through a webapp, all the users had to do is point their smartphone camera to a Volvo ad. A complex augmented reality code allowed people to see the S60 in real scale, edit features like: interior and exterior color, calculate financing, schedule a test drive, and even close the deal. The project took 4 months of development and was active for a whole month. The ads that took the target to the experience were served on a variety of mediums: OOH, Programmatic Display, Print Ads and more.

We had an average reach of 2.7 million (BRL) users through a 5.8 frequency where we generated 16 million impacts. We also emphasize the impacts generated through other media such as magazines, which have an average circulation of 667 thousand/month. Approximately 253k OOH screens were used during the activation. And also, movie theater screens, generating 238k impacts all over Brazil.

To measure success, it was necessary to look at post-click campaigns. We had 159 thousand interactions measured through the qualified click of the base prescribed as possible buyers of the new S60. These interactions generated 16 thousand relevant sessions that evolved the official ways of filling out the registration form. We had a 20% increase of online search for the term S60 and similar expressions. An important secondary data worth mentioning is the 2 MM of earned media, most of this was done through PR work with the media vehicles of the auto segment and communication in general.

- More than 300,000 new dealerships opened.

- 13k visits to the new dealerships

- 110% increase of dealerships’ visits.

- +13,7% forms filled out.

- 27% of lead growth for S60.

- 2 million in earned media. (BRL)

- +150% sales (year goal achieved in 2 months)