Volvo – Prime Now Test Drive
Campaign Overview
Volvo V40: Reinventing the Test Drive Experience; 394M Reach, 117 Test Drives, 94% Very Good Ratings. Volvo partnered with Amazon Prime Now to deliver personalized test drives to homes in major UK cities, making the car-buying experience convenient, pressure-free, and highly shareable.
Client: Volvo | Year: 2018 | Location: UK
My Role: Senior Art Director
Full Case Study
The Volvo V40 is the hero test drive car. One of the same hero images 2/3 years old we could leverage
Hero TV spot cuts were leveraged to advertise the experience.
Fire Tablet Wakescreen AVA - Video format.
Media examples and branding were created for this campaign, driving to the scheduler experience on Amazon.
The customer recorded their experience using the scheduler we created.
Screens of the scheduler experience on Amazon.co.uk.
Hero image created for marketing purposes.
Billboard proposals to capture customers out and about.
“Our ‘Prime Now test drive’ allowS potential customers to try our V40 on their terms and in familiar surroundings.”
— Jon Wakefield, Managing Director of Volvo Car UK
Case
study
Challenge
Volvo needed to increase consideration for the V40 among young urban couples and families, overcoming barriers like intimidating dealerships and poor female representation, without major product updates.
Insight
Potential buyers, especially women, prefer convenience and transparency. A high-pressure dealership environment can deter consideration and reduce conversion.
Idea
Bring the test drive to the customer via Amazon Prime Now bookings, providing a relaxed, expert-guided experience at home or work.
Execution
45-minute test drives delivered in four UK cities.
Product specialists guided customers through the experience.
Follow-up visits at local dealerships for interested buyers.
Innovations
First-ever automotive-Amazon Prime Now collaboration.
Personalized and convenient test drive experience.
Streamlined digital booking via Prime Now.
Impact
117 test drives; 94% rated “very good.”
65 media features; 394M combined reach.
Media Week Awards Silver Winner: Media Idea (£250k–£1M).
Credits
Visual Designer: Camilla Giu
Senior Art Director: Matthew Swan
Program Manager: Nick Robinson
Brand Strategist: Richard Kirk
Design Technologists: Leigh Graham
Video Production: Neil Coxhill