Night Drivers

CAMPAIGN: Volvo All-Access Tour
AGENCY: AMCI
CLIENT: Volvo Cars North America

Image is everything when you’re a twenty-something buying a new car. Volvo Cars North America set out last year to show the younger generation that its cars were as much about style as substance, and did it without looking like a poser.

The Volvo All Access Tour linked with Virgin Megastores in nine markets to reach a new generation of auto buyers. Interest was piqued by placement of its S40 sedan in entrances to selected outlets, and consumers could enter a sweepstakes — via Volvo reps’ PDAs — to win an S40 and a trip for four to London and Sweden. Entrants received a CD headlined by up-and-comer pop singer Gavin DeGraw.

In the stores, a kiosk featuring a spinning hologram of the S40 drew consumers to sign up for a local nighttime ride-and-drive (an industry first) held two weeks later. The event had a Hollywood premier feel, with searchlights, glow-in-the-dark accessories and a steady stream of music videos playing on Jumbotrons. Attendees received product info before DeGraw took the stage for a live concert.

About 20,000 consumers entered the sweeps, and nearly 6,000 participated in the ride-and-drives, according to Marina Del Rey, CA-based AMCI, which handled the tour. The program ran from Jan. 20 to May 2, 2004.

AMCI executive producer Tom Burke says that ride-and-drive events have become pretty standard, but merging the entertainment and Virgin Megastore elements with the theatrical lighting and glow-in-the-dark effects took Volvo’s tour up a notch.

“Any time you put consumers in a vehicle during the daytime, there’s a degree of risk, which increases at night,” says AMCI account manager Dennis Endy. “But the thrill factor of the ride-and-drive was also increased.”

The timing of the featured entertainer, DeGraw, was also well-tuned. Volvo and AMCI tapped him before he burst onto the MTV charts as a mainstream artist.

“He was kind of on the cusp of becoming mainstream before the tour started,” Endy says. “How much his popularity increased during the tour was amazing. We had great timing with his stardom.”