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The Task To facilitate the first UK drive of Volvo’s new low-emission DRIVe range of vehicles on a limited budget Key Targets National motoring writers, national motoring magazines, environmental writers with an interest in the automotive industry The Objective Nobull was approached by Volvo in November 2008 to devise a launch concept that would enable its key national journalists to drive one of only three DRIVe vehicles in the UK before the Christmas holiday period on a tight budget. The event would also initiate the noise about DRIVe before the national advertising campaign broke in early Jan The Method Using Volvo’s brand new flagship dealership in Chiswick, West London as a base, Nobull created three driving routes through the West of the city for journalists to try out the vehicles and set up four test sessions over two days. With a maximum capacity of six journalists per session we were able to offer 24 journalists a drive opportunity. Refreshments were provided throughout the event and Volvo set up a number of speakers for interview including its environmental expert and the Volvo UK product manager for DRIVe. Key Achievements
The Future We took the event beyond December, offering a press demonstrator vehicle to major opinion formers who could not attend the event
Target media
Key achievements
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