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VOLVO INTRODUCES A TEST DRIVE WITH A DIFFERENCE

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    VOLVO INTRODUCES A TEST DRIVE WITH A DIFFERENCE VOLVO INTRODUCES A TEST DRIVE WITH A DIFFERENCE

    Automaker aims to donate $100,000 to United Way before year's end.

    By CHRIS POWELL | November 29, 2016

    Charity begins on the road in a new corporate social responsibility effort by Volvo Car Canada.

    The automaker has introduced an initiative called the “Thoughtful Test Drive” pledging to make a donation to United Way Centraide Canada for each test drive taken between Nov. 7 and Dec. 31. 

    The program is aimed at raising $100,000 to support families in need across the country.

    Volvo is supporting the national initiative with a 90-second online video created by Grey Canada that follows unsuspecting customers as they take the “Thoughtful Test Drive.”

    As the video begins, a salesman highlights customary features such as handling and standard features like the “City Safety” pedestrian detection system. As it progresses, the salesman points out the food and clothing stowed in the back of the car and informs customers that he wants to donate the items to one of the charities supported by United Way. He then directs the driver to a local charity where they drop off the donations.

    Volvo is also supporting the program with radio, search, social and cinema advertising, while individual dealers are promoting the program in their community.

    Mary McNeill, Volvo’s marketing director, said that customers are not only test driving one of Volvo’s cars, they are test-driving its philosophy.

    “Since Volvo is a human-centric brand designed around people, it makes sense to think about the well-being of our communities,” said McNeill. “The benefit of associating with a charitable organization such as United Way is that it enables us to support families-in-need on a national level.”

    The company recently introduced a new program called Vision 2020, aimed at reducing to zero the number of people who die or are seriously injured in a new Volvo by 2020.

    MARKETING MAGAZINE

    Nov 29, 2016

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