EHS Brann Cirencester has created a campaign for existing Volvo customers to mark the launch of the Volvo C70 Ice White model, using a combination of direct mail, email and dealership activity.
Online advertising will appear across in-market and lifestyle sites.
The campaign's creative focuses on the ‘beauty' of the Volvo C70 Ice White model, while copy reflects on the emotional impact of the car's appearance.
Anita Fox, head of marketing communications at Volvo, said that EHS Brann Cirencester has "produced creative that perfectly illustrates the beauty of the Volvo C70 Ice White model, and content that really communicates the various benefits offered by our DRIVe technology."
She added: "The campaigns have been timed to correspond with each other, while the full range of channels being utilised will ensure our messages reach the right audiences via the right medium."
Also highlighted in the campaign are the car's price and special offer of £2,350-worth of free extras that come with the new model.
The second wave builds on the existing Volvo DRIVe campaign, announcing new model variants and positioning the range as the solution to economical yet luxurious driving.
EHS Brann Cirencester has created a new range of DM and point of sale materials for use in Volvo dealerships across the UK.
This will also be supported by additional inserts, direct marketing and email activity, as well as online advertising on relevant in-market and lifestyle sites.
Two separate direct mail packs will be sent to 100,000, focusing on the smaller and larger models in the Volvo range. Both packs will highlight key aspects of the Volvo range, including the benefits of DRIVe technology, the resulting reduction in running costs, improved fuel economy and the style and desirability of each model.
Last month EHS Brann Cirencester's unveiled the ‘Volvo Marketing Store,' an online asset management system designed as a central resource for use by the entire dealership network, providing access to a range of marketing collateral.
Anita Fox
Volvo uses full range of response channels for new C70 launch
LONDON - Volvo is mounting two multi-channel campaigns this month to promote the Volvo C70 Ice White model, as well as the ongoing DRIVe campaign.
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