SUMMARY
With the new model Volvo V90, Volvo is trying to conquer a place in the luxury breaks segment strongly dominated by German competitors Audi A6, Mercedes E-class and BMW 5-series, which have been very visible and successful for years. A dominance that mainly manifests itself in high awareness and a strong, positive brand opinion and image.
With V90, Volvo focuses on a new target group, a cosmopolitan audience looking for a balanced lifestyle. They are loyal to the break type and want a functional car that must also be comfortably luxurious. The car is also an image symbol for them, an expression of their urge for sophistication and differentiation.
To convince this demanding target group to consider the new and as yet unknown Volvo V90, a purely positioning campaign was not the right option. An activating approach was needed to get the target group faster and closer to the car. Generating test drives was therefore our main objective.
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