In 2021, Volvo learned that Plug-in hybrid vehicle (PHEV) drivers weren’t charging their cars and therefore not benefiting from an electrified engine.
We introduced them to an exciting new rewards system within the Volvo Cars app
that gamified the experience and encouraged and inspire Volvo drivers to charge their vehicles
instead of gassing them up: Volvo Electric Miles.
But if no one knew about the app, we wouldn’t have any impact.
So, from this gamified experience we developed a cadence of conversation to drive the program forward—a series of emails across five topics:
Education
Before the new app went live, we reminded Volvo PHEV owners of the benefits of choosing electric over gasoline.
Registration
Introduces Volvo Electric Miles and invites drivers to participate, with reminders if necessary.
First Challenge
Once registered, Volvo drivers receive their first challenge. One email introduces the challenge, followed by reminders depending on how far they are in the challenge.
Rewards Selection
As Volvo drivers earn their first Volvo Electric Miles, they are able to redeem for rewards including popular Volvo accessories and the opportunity to donate to charity.
Recap
After a year of participation, registered Volvo drivers get a message sharing personal and community achievements.
The new Volvo Cars app launched September 26, 2022.
We saw 2,000 registrations within the first eight days.
And by the end of the year, a total of approximately 5,438 new registrations—about 12.5% of Volvo PHEV owners.
Those 5,438 registrations charged 184,798 times for a total of 5,840,411 hours, and earned more than 2.3 million Volvo Electric Miles.
Volvo Cars wants to provide people with the freedom to move in a personal, sustainable and safe way.
With the introduction of Volvo Electric Miles, we’re proud to have helped them do so.
