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Case Study : Volvo Volvo S40 VIP Program When consumer perception of your brand is that you target safety-conscious soccer moms, its tough to reach a new, younger consumer without shaking things up a bit. Volvo realized that the completely re-engineered All New S40 was an opportunity to talk to a new group in different ways. It started with a traditional media campaign that spoke to the speed and sexiness of its new entry-level model, and chose Ammo to directly touch consumers in the Bay Area and Dallas. The primary objective of the program was to expose the All New Volvo S40 to a target group of 25-35 year-old highly social, active professionals on their turf and on their terms. The ultimate goal: to connect with an audience that could ignite buzz around the newly stylish redesigned cars and to deliver highly qualified     sales leads to Volvo retailers. In the Bay Area, Ammo identified more than 120 Influencers who were looked 475 brannon street suite 420 san francisco california 94107 tel 415 983 0600 fax 415 983 0689 ammomarketing.com Prepared by Ammo Marketing Private and Confidential Copyright Ammo Marketing 2005 to by their peers as a source of respected advice. Over the course of three months the Influencers were invited to take a 10 day vacation from their car to test drive the All New Volvo S40 and were actively encouraged to share the experience with as many friends, colleagues and acquaintances as possible. From exclusive VIP events at non-traditional venues across the Bay Area to a personal concierge service, to valet parking and certificates for the Bay Areas hottest restaurants, these movers and shakers were made to feel like VIPs. In Dallas, a smaller Influencer      program was paired with experiential Brand Ambassador-led events at hot nightclubs and a radio promotion with the top-rated high-energy dance music station. P*270% increase in likelihoo ...
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