More often than not, brand media strategies are judged on the campaigns themselves rather than on what they are intended to accomplish. Sure, creative campaigns catch the eyes of industry professionals and may receive the attention of the general public, but doing so is not necessarily its fundamental role.
For car maker Volvo, the goal was to sell cars... and they did. Just 47 hours after taking orders for the 2015 Volvo XC90 crossover, all 1,927 First Edition models were put on reserve. Volvo says most of them were reserved within an hour of the online ordering site going live. At its peak, seven cars per minute were sold.
This was the first time the brand held an online only sale making www.volvocars.com the only place someone could get their hands on the new car. Volvo is taking this victory as a learning tool as it looks to use similar techniques in future campaigns.
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