Volvo – Commuter Hijack

Objective:

Volvo UK aimed to launch their V40 R-Design to an audience of performance focused UK drivers normally engaged by Audi and BMW. The car, a performance tuned hatch back, offered an entry level performance luxury model that challenged what BMW and Audi stood for. The product had the potential to shift the perception of Volvo as a ‘safe, boring’ brand.

Insight:

BMW and Audi are perceived as high performance and exciting brands because they are and there was no fast way to change that. However, their view of performance was a very specific view of performance, rooted in status. For those that wanted something that felt different, there was no alternative in the market. Volvo was known for being safe and smart, so why couldn’t it make a smarter version of performance for those looking for it?

Approach: 

Create an alternative to enjoyment and excitement through the V-40 that contrasts the serious, standard sense of performance that BMW and Audi promote. Challenge drivers to think differently about what performance can mean.

Idea:

The Volvo Commuter Hijack: Inspired by an unnamed Richard Pryor movie, could we turn performance, luxury and status on its head by challenging people to think differently about their day, with the V-40 R-Design at its heart. 5 individuals from around the UK were surprised with the opportunity to spend £5k in one day, but you could only spend it on experiences. Each ‘hijack’ of a driver was filmed and hosted by Danny Wallace, who then wrote about it in his Shortlist magazine column and challenged readers to vote on which driver spent it best. The winner, won the V-40 themselves.

Results:

The campaign achieved 7m video views and shifted drivers feelings towards Volvo – increasing consideration by 29% and brand relevance by 20%.

// Agency: Mindshare UK

// Role: Strategy Director