VOLVO’s advertising campaign

The advertising campaign of Volvo for the launch of its new model “S40″ is a good exemple to illustrate viral marketing.

Mindshare, the WPP’s agency media work with Mobile 365 to built Volvo’s campaign, around a rumour in a the little town called Dalaro, based in Sueden.

The marketing campaign used all the medias as magazine, radio, television or internet.

The strategy of the campaign was very clever and interesting.

The mystery

in the little town of Dalaro, a Volvo car seller sold 32 cars in the same day. He was very astonished because what he earned, was representing the turnover of one year. The reporter Carlos Soto witch was going investigate on this subject has strangely disapeared .

Presentation of the strategy

This mystery has used the different medias in a strategic order to keep target’s attention. In january, distort rumours are sended by direct marketing and relieved by internauts’mails as a buzz. At the begining of Frebruary, these rumours are broadcasted on partner sites’ home pages, then broadcasted in newspapers and on television. To discover the end of the mystery, the lectors, auditors or telespectators have to wait for the 10th of February to go on the web site of the brand. Once on the web site, the internauts were watching a movie of 8 minutes supposed given several indications to clarify the mystery.

The several rumours were strange messages using the keys words as “32″ and “dalaro”. for exemple: “32 mysterious births in the little town of Dalaro”.

Volvo S40