Volvo Cars Brazil: S60 Concept Store

 

Campaign Summary

Volvo transformed its consumers' mobile devices into concept stores, enabling them to use their phones to explore the new S60 sports sedan. By combining AR technology with programmatic media, Volvo Cars Brazil transformed conventional media outlets into Volvo concept stores where consumers could learn about its new S60 sports sedan in an interactive augmented reality experience via their mobile phone.

Strategy

Objective and Context:

Volvo Cars Brazil had a goal of repositioning the Volvo brand in the sedan category. It felt that the best way to attract customers' attention was to create an immersive and differentiated shopping experience leveraging augmented reality.

Target Audience:

Volvo's target audience were male executives, 35 years or older who drove A class vehicles and had children.

Creative Strategy:

Volvo Cars Brazil transformed conventional media outlets into Volvo concept stores where consumers could learn about its new S60 sports sedan inn an interactive augmented reality experience via their mobile phone.

Execution

Overall Campaign Execution:

By combining creativity with AR technology and programmatic media, Volvo extended its service and purchasing experience.

Mobile Execution:

Augmented reality allowed consumers to have physical store experience through their mobile device. They could explore the car, edit its color, and explore the interior of the vehicle. Customers could also talk to Volvo salesman, request a test drive, and even request financing for the vehicle.

Results (including context, evaluation, and market impact)

There were more than 13,000 visitors to Volvo's online store with 13.7 percent of customers completing financing forms. There was also a 27 percent growth for S60 leads.


Categories: | Industries: | Objectives: Digital Out-of-Home (DOOH) | Awards: X Silver Winner

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