FROM SHUTDOWN—TO SHOWSTOPPER

When 2020 locked down, we had to figure out how to launch a new and innovative electric vehicle in spite of closed dealerships, cancelled car shows, and consumers across the country being in quarantine during this once in a lifetime global pandemic.

LAUNCHING INTO PEOPLE’S LIVING ROOMS.

Since everyone was stuck inside, we realized we had a unique opportunity to reach captive audiences like never before, and that’s when it clicked. We had to take our launch directly into people’s living rooms.

But figuring out how to deliver on the same level as an in-person experience wasn’t so simple. Dealerships exist for a reason. Faced with crafting a journey that could delight in the same way meant that we had to think bigger. We needed to find a means of telling our story that would be accessible, approachable, and most importantly, familiar to consumers.

WHERE WE’RE GOING—WE DIDN’T NEED ROADS

It dawned on us that since people were spending more time in their homes and on their devices than ever before, that emails would be getting read at dramatically increased rates, but how do you make an email that can cover that much ground? To put it simply, you can’t. But what you can do, is create an entire email campaign and take things to a whole other level.

FROM SHOWROOM—TO SINGLE SUBJECT

In true Volvo fashion, we designed a sophisticated inbox opportunity to get people hyped. By distilling our approach into easily consumable story blocks, we were able to create an exclusive and robust content experience that shoppers couldn’t get anywhere else—which kept them coming back for more.

Email 1

We called on potential volvo drivers to help drive change

Email 2

And then we showed them how electric would blow them away.

Email 3

We made it clear that charging their car would be simple.

Email 4

And that embracing one-pedal driving was a better way to drive.

Email 5

We made sure they knew that electric was powerful enough to fit their lifestyle.

Email 6

And to cap the story off, we put everything on the table. What our car could do, it’s place in our planet’s future, and why Volvo wanted them to rethink the way they moved.

That’s over 50,000 people paying attention, all in the span of 4 months.

By reinventing the dealership experience for our campaign, we had accomplished something extraordinary. Bringing the showroom into people’s living rooms created a unique experience for our consumers while keeping them safe during the pandemic.

And in 2020—keeping people safe, was the only thing that really mattered.

Volvo XC40 Email