Volvo Cars
XC40 Recharge Launch
Launching into people’s livingrooms
In October 2019, Volvo revealed their first fully electric car. The vehicle reveal came a year ahead of customer availability. Normally new vehicle reveals are the center stage of car shows. However with the 2020 global pandemic locked-down, all the car shows were cancelled and all the showrooms were closed. So we had to figure out how to launch this exciting, new and innovative electric car without bringing drivers to car shows, showrooms and the dealerships.
Since everyone was stuck inside, we realized we had a unique opportunity to reach captive audiences like never before, and that’s when it clicked: We had to take our launch directly into people’s living rooms.
But figuring out how to deliver on the same level as an in-person experience wasn’t so simple. Dealerships exist for a reason. Faced with crafting a journey that could delight in the same way meant that we had to think bigger. We needed to find a means of telling our story that would be accessible, approachable, and most importantly, familiar to consumers.
Since people were spending more time in their homes and on their devices than ever before due to COVID, we designed a sophisticated inbox experience. We created a hyper-targeted email campaign to 100,000 select Volvo drivers, and teased them with exclusive and engaging content, increased their curiosity and brought them back to the brand’s site for more exclusive content.
EMAIL 1
We called on potential volvo drivers to help drive change
EMAIL 2
And then we showed them how electric would blow them away.
EMAIL 2
And then we showed them how electric would blow them away.
EMAIL 3
We made it clear that charging their car would be simple.
EMAIL 4
And that embracing one-pedal driving was a better way to drive.
EMAIL 4
And that embracing one-pedal driving was a better way to drive.
EMAIL 5
We made sure they knew that electric was powerful enough to fit their lifestyle.
EMAIL 6
And to cap the story off, we put everything on the table. What our car could do, it’s place in our planet’s future, and why Volvo wanted them to rethink the way they moved.
EMAIL 6
And to cap the story off, we put everything on the table. What our car could do, it’s place in our planet’s future, and why Volvo wanted them to rethink the way they moved.
By responding to a shifting consumer behavior with a creative solution and redefining the dealership experience for our campaign, this campaign campaign was quite a success. We had 51% unique open rate—twice the industry average—39% unique click to open rate—4X higher than the industry average—and, in the span of 4 months , 50,000 people engaged with the brand.
Bringing the showroom into people’s living rooms created a unique experience for our consumers while keeping them safe during the pandemic.
