The new Volvo XC60 Diesel has arrived and has won over diesel drivers from other brands. Most of them became extremely interested in buying. But to be able to afford the XC60, these clients had to sell their own cars first. So, Volvo decided to help them. How? Volvo created a huge media campaign for these clients: the launch campaign for the new Volvo XC60 Diesel actually sold other brands’ diesel cars.

We did it using the Volvo brand’s social channels, such as Youtube Brandchannel, Facebook and Instagram, increasing the competitors’ sales and segment impact.

At Volvo, innovation and cleverness are core values, a fact reflected in its essential brand identity. To launch the Volvo XC60 Diesel, we followed this path.

The launch needed something that would draw attention to the new Volvo Diesel model, at the same time turning it into a national conversation.

But how to do this in a market with major Diesel competitors like BMW, Land Rover, Mitsubishi, Ford, who have a much greater budget? We did it the Volvo way, which means using a smart and provocative approach: advertising the current cars (of competitor brands) belonging to drivers that were on the waiting list for the new XC60 Diesel.

Volvo started with an in-depth insight of client behavior: diesel-car drivers of other brands became extremely interested in buying the new Volvo XC60 Diesel. But to be able to afford the XC60, these clients needed to sell their own diesel cars first. And Volvo decided to help them with a massive media campaign: the launch campaign for the new Volvo XC60 Diesel actually sold other brands’ diesel cars.

Our strategy was to reach potential buyers of luxury diesel cars and generate wide conversation about the new Volvo XC60 Diesel. Volvo directly impacted these people at the most important moment: while they were on the waiting list for the new Volvo XC60 Diesel.

To create a unique and bold campaign Volvo decided on a risky path: in a nationwide campaign, Volvo made its entire production and media budget - five hundred thousand dollars - available to advertise the current cars of drivers that were on the waiting list for the new XC60.

The campaign displayed many of the clients’ details including name, car model and price. Even their personal email and cellphone number were featured on the ads.

For three weeks, a team of over 100 professionals - directors, photographers and digital producers - worked on the "Competitors Sale" campaign. They leveraged further national coverage by turning personal data from drivers into digital commercials, banners, print ads, digital posters, OOH, direct mailing and radio spots.

Versions of the ads were formatted to be broadcast on the Volvo brand’s social channels, such as Youtube Brandchannel, Facebook and Instagram, increasing the competitors’ sales and segment

Volvo Competitors Sale was a huge success. In only two days, the campaign generated 48.1 million impressions, increasing the sales leads in 345%. The digital reach boosted in 50% of automotive segment. The organic search on Google for Volvo XC60 Diesel increased in 792%, and another record: the number of test-drives in just one weekend. Volvo had more than 6 million organic views, and the Volvo’s Facebook had 3.4 visits per minute during the campaign. That way, in just two days Volvo increased in 142% number of followers in its social channels.

The campaign spread like wildfire. Our competitor’s didn’t like it and tried to have the campaign stopped. Too late. Every competitors’ diesel car was sold. The Volvo XC60 Diesel cars sold out in just two weeks.