Volvo’s Confidence on the C30
Unique advertising is one way of attracting the attention of your prospective buyers and different approaches to a product’s advertising is a key aspect that will determine how well the public will accept the product. In the automobile market as well as any other market for that matter, the conventional way is to show your target market how good your product is. It is how you convey your products’ good qualities to the public that will determine whether the people will like the particular product or not. While there are conventional ways to attract buyers, some companies opt for the more radical strategy of advertising their products especially if the target market consists of a much younger generation.
The radical approach to advertising is the way Volvo is taking in the product campaign they have launched to promote their all-new Volvo C30. The Freewill Campaign as they call it shows their car being dragged out of a stage after an angry audience throws tomatoes at it. Another ad for the Volvo C30 shows an angry mob throwing axes, arrows and frogs at the car. The car manufacturer is hoping that ads such as these will catch the youthful audiences which are their target market for their Volvo C30. The company aims to create a new buyer base from today’s youth generation in the hope that they will be loyal Volvo car owners which will translate to long-term sales increase.
This brand of advertising is not new to the public; several companies have used this ploy with varying results. For example, Dr. Pepper some time ago dubbed their product “the most misunderstood soft drink” which generated interest in the public who embraced the product. In contrast, in the automobile industry, General Motors asked consumers to make their own Web advertisement of the then recently released Chevy Tahoe; the ploy backfired in the sense that some people made unfavorable remarks on the vehicle. While the ploy is risky, the Sweden-based car outfit chooses this strategy in hope that the younger audiences will be more in tuned with their quirky advertisements.
Volvo is confident that their car will stand up to the public’s standards. By asking the general public how they feel about their car, the company is creating a hype that they hope will make their car standout among its competitors. Their confidence in their newly unveiled car’s good qualities to counter the not-so-good traits it may have is just the same way they are confident that their Volvo vent visors will keep out rain from entering the interior of the vehicle. They are counting on their strong selling points like the stylish exterior design of the Volvo C30, the rich interior that rivals its toughest competitor in refinement. Their safety standards which are second to none in the automotive market are another point they want to emphasize in their Freewill Web campaign.
The ad campaign launched by Volvo is surely a way that public will notice their newest car model. And if their car’s great selling point shines through to the public, the effect it may have will be the exact same thing they are hoping for. This being a growth in their younger buyer base which will be loyal to the brand and not only to the Volvo C30.
About the Author: Glady Reign is a 32 year old is a consultant for an automotive firm based in Detroit, Mi. she is a native of the motor city and grew up around cars hence her expertise in the automotive field.