Volvo National Test Drive Tour.
Experiential Marketing
Get people outside and into a Volvo Hybrid or Electric Vehicle
To reassure drivers about just how far a Volvo can take you
We created a cross-Canada test drive tour, that gives people the right to explore the outdoors
This coast-to-coast tour showcased how the newest lineup of Volvo hybrid and electric vehicles gives you the freedom to move
Challenge
Get People Outside and Into a Volvo Hybrid or Electric Vehicle
Canadians want to get out and live life. However, when it comes to EVs, range anxiety and concerns about where to find the next charging station can be a buzzkill.
Strategy
Show, Don’t Tell
To reassure drivers about just how far a Volvo can take you, we wanted to give Canadians a chance to try before they buy. Through a personalized test drive experience, people could explore their corner of the world in a vehicle committed to protecting it.
Solution
National Test Drive Tour
Partnering with Allemansrätten, a Swedish institution that gives people the right to explore the outdoors, we created a cross-Canada test drive tour. It included the launch of two new EVs and a digital experience with Guess Where Trips. That meant, not only could people physically drive a Volvo, they could also virtually explore the best destinations within the range of their selected vehicle.
The Proof
Driven to Succeed
In 49 days and 14 unique venues, this coast-to-coast tour showcased how the newest lineup of Volvo hybrid and electric vehicles gives you the freedom to move…safely. It also sparked some powerful results.
+240,000
IMPRESSIONS (110% OF GOAL)
+85,000
BRAND ENGAGEMENTS (151% OF GOAL)
1,975
TEST DRIVES
1,191
LEADS TO RETAILERS
34%
CONVERSION OF PRE-BOOKING
07:21s
AVERAGE DWELL TIME
- Event ideation & production
- Turnkey event & technology management
- Cross-country tour logistics
- Vendor & production management
- Audience engagement tactics
- In-field build logistics & management
- Staffing solutions, recruiting & training
- Measurement & analytics
- Detailed reporting
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What we do matters.
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Volvo National Test Drive Tour.
Give A Gift That Gives Back.
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