Adweek- Volvo’s New Campaign and App Promote a Radical Concept Adweek- Volvo’s New Campaign & App Promote a Radical Concept
By Patrick Coffee | April 17, 2018
Owning a vehicle is something you 'used to' do
Remember the halcyon days of 2012, when iTunes was the only place to go for new music? As in songs and albums you had to purchase, download and “own?”
That market already seems like a quaint memory in the days of a publicly traded Spotify. And now that the iPod is all but gone, younger consumers will never remember what it was like to pay directly for music—much less to buy a physical book.
Volvo wants to get ahead of the curve. At last November’s L.A. Auto Show, the brand introduced reporters to both its new XC40 model and to Care by Volvo, an app that allows one to quite literally subscribe to a car.
The brand’s newest campaign by agency of record Grey New York aims to position this as a behavioral sea change, predicting that owning a car will one day be seen as just another thing people “used to” do.
“It is a revolutionary way to look at car ownership,” said Kristina Vasandani, Volvo’s manager of campaigns and digital marketing, who added that the Care by Volvo setup “includes everything from maintenance to insurance [with] no negotiations and no down payment. It’s as simple as acquiring a new phone.”
The company looked to kill two marketing birds with one stone: introducing the new model while also helping to “make life less complicated” for consumers.
Apr 18, 2018