Volvo Test Drive Takeover
The new XC60 D5 was Volvo’s first diesel car launched in Brazil. But how could we compete with traditional diesel car brands and their millions spent in advertising with only 50K dollars? Instead of competing with them in the media space, we used their power to attract test drives against them. First we mapped out their dealerships across town. Then we analyzed their test drive schedule. We then mapped the routes they used for test drive. Finally, we parked the new Volvo outside their dealerships and waited for the perfect moment to intercept their test drive.
Please watch the case study: