Culture
VOLVO V40 PRIME NOW TEST DRIVE
Taking the test drive to the customer. Volvo | Mindshare | Amazon Prime Now
Challenge
Revitalise interest in the V40 without a major model update, while removing the friction of the traditional dealership experience.
Insight
People want convenience and transparency when considering a major purchase. The dealership experience can introduce pressure at exactly the point where customers want to explore.
Idea
Bring the test drive to the customer. Volvo partnered with Amazon Prime Now to let people in four UK cities book a 45-minute V40 test drive delivered to their home or workplace.
My role
As Senior Art Director, working alongside a strategist and the creative director, I designed the whole experience hands-on brand identity, banners, landing page and the customer journey through to booking. What we actually built was a scheduler: customers picked their own appointment availability rather than being pushed through a generic lead-gen form.
I turned the work into scalable files that were sold on after the campaign, and it went on to win an award.
Impact
117 test drives booked
94% rated the experience "very good"
394M combined media reach
65 media features
Media Week Awards Silver Winner, 2018
Art Direction · Customer Experience · Service Innovation · Automotive · Campaign
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