Volvo has launched the second of its lifestyle targeted campaigns, the Volvo Big Drive. The cross-media endeavour will see online and real-life merge as South African icons along with members of the public compete in driving challenges across Gauteng and North West; narrated through social media and supported through the line across all channels.
Cricket legend Makhaya Ntini, acclaimed fashion designer Gert-Johan Coetzee and actress singer KB Motsilanyane will each participate in a Volvo which represents their unique personalities.
Marketing and PR director at Volvo, Michelle Naude says that the campaign will inject energy and continuity into Volvo's lifestyle-focused strategy, embracing elements that broadly include sport, music and fashion. "The Volvo Big Drive is a functional enterprise aimed at embedding the trend-setting cues of the brand with our audience through interactive engagement and celebrity leverage. Ultimately, communicating the fact that Volvo cars are designed around its drivers."
Naude says that while Volvo's brand utility has always been founded in safety, its foray into lifestyle is expected to broaden the brand's appeal across a wider audience of potential Volvo drivers. "Our cars have a lot to offer, and we have developed initiatives such as the Volvo Big Drive to showcase intrinsic qualities beyond function."
The campaign comprises three stages; initially co-drivers will be sought via social media engagement to accompany the celebrities on their Volvo Big Drive, each in a different model. Phase two will see Volvo give away a Volvo S60 and finally a third stage winner stands the chance to have a Volvo adventure designed around their personal want.
Volvo Big Drive shifts up a gear as co-drivers are announced
The Volvo Big Drive, Volvo’s latest lifestyle campaign, has received thousands of entries in the month since it launched, with fans vieing for the honour of appearing as a co-driver with their favourite ambassador or favourite Volvo. Entries spiked during the Volvo ambassador vehicle handover at Kyalami Race Track last week Friday (20 April) when online users followed the ambassadors receiving their vehicles and racing around the track and skid pan.
Cricket legend Makhaya Ntini is set to forge a new legacy as he joins local design star Gert-Johan Coetzee and actress singer KB Motsilanyane as Volvo ambassadors and contestants in the Volvo Big Drive – a four-part action-packed adventure that, like the Volvos it stars, is Designed Around You.
Each celebrity will participate in a Volvo that reflects their unique personality and, together with their three co-drivers - must complete four unique challenges, each designed to showcase a Volvo - the city-loving Volvo C30, the sexy Volvo S60 and the rugged Volvo XC60.
Co-driving with Gert-Johan is Noma Nzimande, a 34-year old Mom who is a looking forward to the challenge. Brad Hutton, will be KB’s companion. His strategy is to assist KB beat the boys! Lastly, Makhaya will be driving with Nerusha Moodley, an outdoor enthusiast with a very competitive streak!
First, the teams must rely on both their spunky Volvo C30s and their collective powers of reasoning in a city-style treasure hunt through Melrose Arch. A compromise between speed and accuracy is required in the second challenge as the teams put the Volvo S60 through its paces at the Zwartkops Raceway. The great outdoors is calling in the third challenge, an epic adventure at Haartbeespoort Dam that’ll see the robust Volvo XC60 put to the test and the contestants taken off-road in every sense of the word. The final challenge is a real game changer, giving teams the chance to double or even triple their points.
The action will be broadcast on Top Billing from 22 May to 5 June, and the public will be invited to get involved from 8 May by voting online for the team they think will win. The more often they vote, the greater their chances of winning their own brand new Volvo S60.
Marketing and PR director Michelle Naudé says that the campaign will inject energy and continuity into Volvo’s lifestyle-focused strategy. “The Volvo Big Drive allows both brand champions and aspirations the opportunity to experience a Volvo, ultimately, communicating the fact that Volvos are designed around their drivers.”
The final phase of the Volvo Big Drive will see one lucky winner stand the chance to design their own adventure in the Volvo they feel is designed around them.