Nautical theme for Volvo push
Volvo is launching an integrated marketing campaign to promote the XC90, which includes the R-Design, Volvo Ocean Race edition and Active model.
EHS Brann Cirencester has created the below the line element of the campaign including direct mail, which will run in conjunction with TV advertising through Nitro.
The drive ties into the Volvo Ocean Race, a round-the-world yacht contest due to take place between October 2008 and June 2009.
Banner Ad
The direct element links to the race with a nautical storm-themed mailer drawing comparisons between the adventurous spirit of the competition and the Volvo XC90. The mailer’s strapline is ‘Live life in the eye of the storm’, based on the belief that the marque will appeal to those who live complex lives, whether in a high-powered job or in a task-juggling home situation.
Positioning the XC90 as a car that puts drivers in control of their life, the piece continues: “Whether it’s heavy downpours, family holidays, high winds or the school run, you’ll be well equipped to withstand whatever life hurls your way”.
The campaign supports Volvo dealerships, providing them with direct mailpacks, letters, emails, leaflets and point-of-sale material.
Managing director EHS Brann Cirencester Alison Hamer says: “The campaign draws on inspiration from the Volvo Ocean Race to position the models as the car that looks after you in the eye of the storm.”
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