Test drives are the number one sales driver for all new cars. Yet, despite rave reviews, including the 2018 Car of the Year (source: https://www.telegraph.co.uk/cars/news/volvo-xc40-wins-european-car-year-2018-stylish-swedish-suv/) the new XC40 was not getting the vital test drives it needed to drive sales, especially from the younger target market - who were booking just 42 drives per month (Source: Volvo Internal sales data Jan-Mar 2019)
We were tasked to create a launch campaign that made the car relevant to the younger generation of Malaysians and push test drives of the new car.
We carefully selected two of Malaysia's most interesting young and credible creators to be the subject of the films. Quek, a film director and Angel, a bartender and bar owner - both told the story of their inspiration and their 'idea of Luxury. Beautifully shot films, with the twist that throughout both of the films were hidden 'easter egg' codes. If you could find a code, simply screenshot it and send it to the dedicated XC40 whats app number.
Reframing the context / Product demos are typically framed as a functional experience, a chance for customers to get hands-on in order to influence their decision-making process. We reframed this context. By making the test drive the 'prize' of the campaign, not just a step in the buying process, we positioned the test drive as exclusive and desirable.
Make it Easy
Even though anyone can book a test drive, people don't perceive it as an easy and non-committed process. By re-positioning the test d