If you’re Volvo you don’t even try to compete – with the adverts that is, in every other way they dominated the Superbowl in terms of social presence, customer opinion, and even sales spending a impressively low amount (in relative terms). The way they did this was pure genius and even won them awards in their field.
So, how did Volvo manage to forgo the anticipated Superbowl advert bonanza and still come out on top?
They managed to create an advert inception. Shortly before the Superbowl Volvo released a simple advert asking people who they would nominate to receive a top of the range Volvo. At the conclusion of the advert they instructed viewers that if they wanted to enter to win they just had to nominate someone via twitter every time any car advert appeared during the Superbowl using the hashtag #VolvoContest
This clever ploy meant that even though other companies’ adverts were played to millions in one of the biggest advertising events of the year, Volvo were associated with generosity, selflessness, and the hope of winning. Volvo won hearts and, while others were dreaming about which team would win the football, many were dreaming about a Volvo.
So, how does this work out in terms of return on investment? The infographic below illustrates Volvo’s initial spend and return compared with two other car companies who paid for advertising time and costly adverts:
So how can this be applied to your business? What would create customer loyalty in your business? Do you fight the competition head on, or find a different way? Let's find out more about your customers...with a little research
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