VOLVO - PRIME NOW TEST DRIVE
Culture · Commerce Innovation · 2018 · UK
The dealership model was broken. We brought the test drive to your door instead.
Client: Volvo Year: 2018 Market: UK Role: Senior Art Director
394M Reach
117 Test Drives
94% Rated "Very Good"
65 Media Features
Media Week Silver
The Problem
Volvo needed to increase consideration for the V40 among young urban couples and families, overcoming two specific barriers: intimidating dealership environments and poor female representation in automotive marketing. No major product updates. The car itself wasn't changing.
The experience had to.
The Thinking
Potential buyers, especially women, prefer convenience and transparency. A high-pressure dealership environment actively deters consideration. The insight: remove the dealership from the equation entirely. Bring the car to where people already feel comfortable.
The Idea
Partner with Amazon Prime. Now to deliver 45-minute test drives directly to customers' homes or workplaces across four UK cities guided by a Volvo product specialist. Book it the way you'd book anything on Amazon. No forecourt, no pressure, no negotiation.
My Role
Senior Art Director across the full campaign creative concept, digital booking experience design on Amazon, wakescreen and media creative, hero imagery, and the scheduler UX that lets customers book in two clicks. First-ever automotive partnership with Amazon Prime Now.
What This Proves
The best innovation isn't always a new product. Sometimes it's removing the thing that was stopping people from buying the one you already have.
Tags
Culture · Commerce · Format Invention · Automotive · Go-to-Market · Integrated Campaigns
Awards
Media Week Silver - Media Idea £250k–£1M · 2018
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
“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
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.