As part of the Omtanke ‘To Think Again’ campaign, Volvo aimed to illustrate both their brand heritage and constant innovation that makes life more effortless for Volvo drivers.
With saturated brand awareness across the premium car category, Volvo aimed to generate cut-through amongst affluent Australians in order to increase consideration of the Volvo XC60 and XC90 models for their next car purchase.
We provided Volvo with a 6-week campaign that included both Classic and Digital Billboards across Sydney, Melbourne and Brisbane. This selection of assets was strategically planned using oOh!’s propriety optimization tool Smartreach that identified the best oOh! Billboard locations to deliver on Big Family Car and Singles & Young Couples car segments.
The oOh! Billboard campaign was followed by a national TVC to tell the Volvo narrative and explain the Volvo Omtanke tagline in context of Volvo’s brand heritage.
There was a High recall for the oOh! Billboard campaign amongst key targets (42% amongst those in the market for a new car/ 46% amongst the affluent younger audience), with 74% of those who recalled the Volvo oOh! Billboard campaign being exposed multiple times on their road journey.
The oOh! Billboard campaign cut-through with 43% of those who recalled Volvo ad taking action as a result of seeing the campaign.
There were positive shifts in recommendation of Volvo for all respondents post campaign (+19% uplift). Statistically significant uplift in recommendation amongst those who recalled the oOh! Billboard Campaign (+104% uplift) compared to pre campaign.
There was also growth in consideration of Volvo for all respondents post campaign (+43% uplift). Statistically significant uplift in consideration amongst those who recalled the oOh! Billboard Campaign (+136% uplift) compared to pre campaign.
Source: Volvo Research, Timing: July- September 2018, Research Agency: Research Now, Methodology: Panel, n=618