Launching Volvo’s Luxury Compact XC40 SUV in Australia
Client
Volvo Car Australia
Brief
Swedish car maker Volvo Australia engaged Reputation Edge to assist with the national launch of the XC40, its compact SUV. Our brief was to identify key motoring and technology/ lifestyle journalists and invite them to attend a full day launch event, including an opportunity to test-drive the new car.
Strategy
We targeted national motoring, lifestyle and technology media to position XC40 as a car that redefines the luxury compact SUV segment in Australia. We capitalised on Volvo’s promise to launch a visually striking, luxury SUV with world leading safety features and the latest driverless technology. Over two days selected media were flown to a launch event in the Barossa Valley in Adelaide where they were able to test drive the XC40 and experience its advanced safety technology and sheer ‘driveability'.
Results
Over 2 months we generated over $1 million worth of positive media coverage and reviews in multiple newspapers and car industry websites. This included The Australian, Sydney Morning Herald, Herald Sun, Courier Mail, Adelaide Advertiser, The West Australian plus Wheels Magazine. Coverage also included numerous online video reviews and segments on leading motoring programs on the Macquarie Radio Network. Post launch the XC40 was voted 2019 Car of The Year by both Wheels magazine and Carsales.
