Direct > Product/Service
VOLVO INSCRIPTION
OGILVYONE WORLDWIDE, Zurich / VOLVO / 2006
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
With a mailshot to 1,'000 rented adresses (non Volvo customers, drivers of cars like Audi, BMW, Mercedes etc), Volvo tested the new Inscription Interiors range in Switzerland. Scottish leather and other fine materials together with a high-quality craftsmanship raise the degree of automotive individuality and extend the Volvo product range upwards. The task was gaining new premium customers for Volvo.
Outcome
More than 18% response was achieved - a 1.5% response rate was anticipated! This led to the innermost CPR Volvo Switzerland ever achieved. Within these nearly 3,000 new prospects more than 80 new cars with Inscription interior design were sold (status at end of October 2005 - turnover $3.4m).
Solution
The design of the new Volvo interiors is as exclusive as the idea behind the Volvo Inscription mailing. The mailing was sent to 15,000 carefully selected adresses, all non-Volvo drivers. The recipients were asked to send back only the piece of tartan fabric in the enclosed envelope. Enough for Volvo to identify the respondent. How could Volvo do this? By using a bar code concealed in the standard frank on the reply envelope, Volvo could identify the respondent's name and address. Every new prospect received further information and was offered a test drive in a Volvo with the Inscription interior.
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