If we cannot bring the target group to the test drive, we will bring the test drive to the target group. We transformed the city center of Amsterdam into a true showroom by having eight brand new Volvo’s drive through the city and enabling the consumer to get in without any problems. The XC40 could be seen on all digital out-of-home displays in the area. The consumer was able to follow the cars via interactive screens. A test drive was booked with a mobile app.
Due to geo-targeted ads the XC40 appeared on mobile phones in the area. The video recordings of the test drives were shared on social media. We used connected devices, because the media use of the target group fits in perfectly with that.
The central point of this campaign was our target group: they were served as they pleased. During the test drive, Volvo Pro Drivers rode along to answer questions about the apps and special features of the car.