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 | | To facilitate the first UK drive of Volvo’s new low-emission DRIVe range of vehicles on a limited budget National motoring writers, national motoring magazines, environmental writers with an interest in the automotive industry 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 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.
We took the event beyond December, offering a press demonstrator vehicle to major opinion formers who could not attend the event
The brief: The launch of the first SUV to emerge from the brand. As a strong contender to the market-leading competition, the brand wanted to showcase its product values to differentiate it from other models in the market. The theme: ESXCAPE: Escape to the XC90 Experience It was important to find a location that provided the perfect backdrop to showcase its first foray into a new marketplace. It also had to fit with the brand look and values.
After extensive research we discovered that Cowley Manor was being renovated. We became the first motor manufacturer to host an exclusive event at the venue. Cowley Manor was chosen for its traditional, elegant exterior and contemporary minimalist yet comfortable interior design. Its location was also essential to the creative theme and message of the event – a car that enabled chic and sophisticated urban dwellers to escape to a new environment.
Brief: To celebrate the launch of two new products, emphasising the Swedish design and quality. The theme: Midsummer is an important occasion in Sweden, and widely celebrated throughout the country. We were able to time the event to coincide with this most Swedish of celebrations - Summer Solstice. However, rather than take journalists to Sweden, we chose a location on the same Latitude – the stunning Ackergill. The journalist drove from Inverness Airport in the vehicle, giving them two hours in the car. They then stayed overnight, enjoying the renowned hospitality of the venue, enjoying a traditional ‘Midsommer’ celebration, with a barbecue on the beach at midnight, including dancing. An additional road-route was available to drive, taking the journalists through breathtaking scenery in the Scottish Highlands.
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 | ||||||||||
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