12:57 am Volvo
Volvo is launching a major direct marketing campaign to promote its revamped 2007/08 range, and the reasoning behind the improvements.
The six-month campaign will target 30,000 Volvo customers who are already familiar with the range and are eager to see new developments.
The mailer, created by EHS Brann Cirencester, is presented in the style of an A4 Designer’s Pad, and shows the logic and reasoning behind the revisions that designers have made to the entire range.
The changes are brought to life with a combination of hand-drawn sketches and photography.
Anita Fox, head of marketing communications at Volvo Car UK, comments: “We wanted to showcase the numerous changes made to the entire line up of Volvo models to our existing customers and encourage them to revisit the range.
“We were particularly keen to share the insight of our designers with our customer base, so they could get a sense of the quality and attention to detail that goes into every enhancement. The Designer’s Pad concept allowed us to do this in a highly sophisticated and dynamic way.”
Alison Hamer, managing director of EHS Brann Cirencester, adds/ “The new Volvo campaign uses direct marketing in a truly creative and effective way by involving the customer in the development process of the car. By engaging the target audience through a designer’s workbook the campaign will re-affirm the innovative status of Volvo and its full range.”