Volvo has traditionally been known for its safety credentials. However, now there is greater consistency in safety across the market, it is no longer able to create differentiation in that area.
The campaign, overseen by Volvo's direct marketing manager Anita Fox, has been created to raise awareness of its innovative design philosophy and encourage prospective customers to arrange a test-drive. The pack was created by EHS Brann Cirencester and will mainly target affluent males.
It has been designed in the style of a coffee-table book and was written by Volvo's chief of design Peter Horbury. The copy, illustrations and photography aim to demonstrate how the design and functionality of Volvo's S60 R, C70 and XC90 range of cars have evolved over the years.
The DM will be supported by similarly-designed magazine inserts, which will appear in Autocar, Conde Nast Traveller and Time. Both the DM packs and inserts will include a data acquisition questionnaire that offers people the chance to win a Volvo of their choice. Over the course of the year further mailings will be sent out to promote offers on specific Volvo models.
Earlier this month Volvo announced that it is to centralise its customer data.
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