At the 2006 Paris Motor Show, Volvo unveiled their smallest car to date – the three-door, four-seater hatchback C30. The vehicle also became one of the reasons for Volvo’s reentry to the 2007 Montreal Auto Show. Currently, the C30 is about to be launched in the United Kingdom and Volvo is about to commence their biggest ad campaign in more than ten years.
The Volvo C30 is aimed at the younger generation of car buyers and the said ad campaign will be aimed at the mentioned age bracket. The C30 needs all the push it can give especially since it is going up against popular brands such as Alfa Romeo, Audi and Volkswagen.
The ad campaign is now seen as one of the most radical steps that Volvo has taken in recent memory. With a national advertising campaign, it seems that Volvo has pulled all the stops to give the C30 significant boost going into the UK car market. Volvo will us the “What do you think?” tagline in their ad campaign which will cover television, print, outdoor, and digital mediums. The ad campaign will be launched on May 4 and is primarily aimed to gauge the opinion of the motoring public concerning the Volvo C30.
The first 18 days of the ad campaign will see Volvo covering different mediums in order to promote the C30. After that initial salvo, Volvo will then start to design the four and a half months of advertising the special model features found on the Volvo C30. At these ad campaigns, one of the attributes of the C30 that will be highlighted is its fuel efficiency. This is, of course, aimed at car buyers who are concerned about the increasing threat of global warming. Its small size, while giving the C30 good fuel economy also allows the vehicle to navigate around urban areas.
Anita Fox, the head of marketing communications for Volvo UK touts the C30 launch as the boldest advertising endeavor ever taken by Volvo. “The C30 launch heralds Volvo’s most radical marketing campaign ever. It had been designed to captivate a much younger, marketing savvy, target audience, and breakout of the traditional Volvo values that are not relevant to this audience,” says Fox.
The ad campaign when launched can be likened to a Volvo clutch when engaged for it then unleashes the power of the engine. The same can be said for the ad campaign which when launched will unleash the advertising power of Volvo. The ad campaign will begin with 10 second television ads, then a longer 20 second ads will be shown all over UK. During the same time, Volvo will also use colored print ads will be posted on selected daily, weekly, and monthly publication. Outdoor posters will also be used by Volvo in the promotion of the C30. All of these will encourage consumers to visit Volvo’s Freewill website where they will be invited to post their comments on the C30.