Volvo appeals to families with life-stage campaign

by Staff,, Marketing 01-Jul-04, 07:00

LONDON - Volvo is using a direct campaign to target consumers by life stage for the first time by matching the different cars in its range to consumers' changing needs .

Volvo has split its target market into three groups: those starting a family, those with growing families and empty-nesters. The campaign, created by EHS Brann, is a departure from Volvo's traditional strategy of focusing on promoting a specific product group.

The activity uses creative tailored to each group. For those starting a family the direct mail pack includes a "mum-to-be on board" car sticker. The growing family group uses the strapline "Don't move out, move up". Empty-nesters are targeted with the line "Live the life you want to lead".

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