Case Study Details

Objective:

We were charged to make current owners more aware of the capabilities of the Volvo products and to be more competent behind the wheel. By making sure the person behind the wheel is a safer driver the entire driving experience is safer. Volvo’s philosophy is that a vehicle can be made as safe as you want, but if the driver is not experienced in how to make the safest vehicle on the road work for them, the advanced technologies go unused. Experience Marketing’s role was the recruitment and training of right seat chaperons as well as facilitating the consumer experiences inside the vehicles. 

Program Details:

The tip off of the event started with Volvo providing a hospitality experience with food and beverage for its loyal consumers attending the program followed by an hour-long class. After the class the consumers were presented with a demonstration on each of the courses before they could get behind the wheel of the vehicle.

The Volvo Owner’s Experience Drive Program consisted of a three-course track with brake maneuvering test, slalom and lane change maneuvering tests, as well as a final auto cross test. This gave the consumers the ability to test the safety features of the Volvo vehicles as well as learn how to become safer drivers on the road. Consumers received an award and certificate to say they went through the training, as well as a premium gift. Overall, it was a great program because it gave loyal customers an opportunity to test vehicles like their own, in what could be real duress situations. This gave the consumer the ability to see the outcome of how the Volvo product performs under these unique situations. 

Program Outcomes:

After completing over 3,000 consumer drives throughout the entire program, it was billed as a success by our clients and consumers.  Consumers were far more brand loyal after completing the program than before their experience.