Culture
Volvo V40: Reinventing the Test Drive Experience
The dealership was the problem. So we skipped it.
Book a Volvo V40 test drive the way you'd order on Prime Now, delivered to your home or office with a Volvo specialist on hand. The first partnership between an automotive brand and Amazon Prime Now in the UK.
Volvo | Mindshare | UK | 2018
Senior Art Direction · Experience · Partnership · Automotive
“Our ‘Prime Now test drive campaign’ allows potential customers to try our V40 on their terms and in familiar surroundings.”
— Jon Wakefield, Managing Director of Volvo Car UK
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.
Challenge
Revive interest in the V40 among young urban couples and families, with no major update to the car. The real barrier was the showroom. Hard-sell tactics and a lack of female representation made it intimidating, particularly for women.
Insight
Buyers want room to decide without pressure. Women in particular value convenience and transparency, the two things a traditional dealership often fails to give.
Idea
Bring the test drive to the customer.
Through Amazon Prime Now, customers in four major UK cities booked a 45-minute V40 test drive, delivered to their home or workplace over select weekends.
A Volvo product specialist came with the car. No forecourt, no hard sell. Just the car, somewhere familiar. Interested drivers were then passed to their local Volvo retailer.
Impact
65 media features, combined reach of 394 million
117 test drives booked through Amazon Prime Now
94% of participants rated the experience "very good"
First partnership between an automotive brand and Amazon Prime Now in the UK
Awards
Silver: Media Idea (£250k to £1m), Media Week Awards 2018
People
Senior Art Director: Matthew Swan
Visual Designer: Camilla Giu
Program Manager: Nick Robinson
Brand Strategist: Richard Kirk
Design Technologist: Leigh Graham
Video Production: Neil Coxhill