Volvo uses targeted campaign to change diesel perceptions

by Claire Billings,, Brand Republic 23-Oct-02, 07:00

LONDON - Volvo is launching a targeted campaign as part of a nationwide drive to change consumers' perceptions about the performance of Volvo's with diesel engines.

The campaign, which carries the tagline 'A turbo diesel...for petrol heads', is being pushed through Volvo's local dealerships and is running alongside a national press campaign.

The creative for both print and direct activity has been created by Oxfordshire-based independent agency The JJ Group.

The campaign features the Volvo D5 model, described as turbo- charged 2.4 litre engine, and offers consumers the chance to test-drive one.

The JJ Group has set up an online system, which allows local Volvo dealers to order direct marketing pieces, featuring tailored information including the dealer's telephone numbers and contact details and prices.

The direct mail campaign will be sent out by Volvo dealerships to local fleet managers, in an attempt to increase the use of diesel Volvos among company car drivers.

Volvo has around 70 dealerships across the UK, each of which will order between 250-1000 pieces. The last Volvo campaign generated requests from dealers for between 70,000 and 80,000 direct mail packs.

Robert Beck, director of The JJ Group, said: "We are delighted that our creative approach has been chosen for such a high profile national campaign, specifically to change people's perceptions of the performance that can now be expected from diesel cars."

The JJ Group is the sole retail marketing agency for Volvo Car UK, handling all marketing support for Volvo's dealerships across the UK.

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