Preliminary results for Volvo C30 online campaign positive

Singapore - Distributor of Volvo cars for Singapore, SM Motors, recently launched an online-led campaign for its new Volvo C30 which in three weeks helped achieve nearly 30% of the annual sales target for the model, as well as 330 requests for test drives, brochures, and IM requests.

The campaign ‘Express Yourself', which launched in March, was designed by 8RewardsRoad.com and featured a microsite built around user-submitted, candid videos of the public giving personal opinions about the C30. Comments were posted online unedited and visitors were encouraged to discuss through polls, forums, and vote for favourite videos, as well as refer friends to the site - in return users stood the chance to own the car for a weekend.

The C30 microsite contributed to 25% of all traffic to the Volvo showroom during the campaign period.

‘Express Yourself' targeted young, successful, affluent singles or couples without children, and leveraged on Volvo's European TVC ‘Love It. Hate It. Express Yourself' to generate discussion about the C30.