Volvo taps mobile for XC60 promo in Russia
August 20, 2009
Volvo goes Russian
Automobile giant Volvo has turned to the mobile channel to promote its brand in Russia.
The site was created to help launch the Volvo XC60 in Russia. This is Volvo's first Russian mobile Web site.
"Volvo cars and crossovers are the leaders of the sales ranking in Russia in premium segment and we strive for being first in everything else," said David Thomas president of Volvo Cars Russia.
"Using new media for communication proves that Volvo brand is modern and innovative," Mr. Thomas said. "From the new mobile site for XC60, consumers can learn more about the car, which can speed up without assistance."
Currently owned by Ford Motor Co., Volvo Cars is a Swedish automobile manufacturer founded in 1927.
Phonevalley, one of the world's leading mobile marketing agencies, made the Russian mobile site in a partnership with ARC WW Russia.
The Volvo XC60, called "the safest in Volvo's history," is being marketed on other traditional communication channels as well, but the companies determined mobile to be the most effective for engaging consumers.
On the mobile site users can access the necessary information on the XC60 and even schedule a test drive.
The site also features a 3D game "City Rally." The game is downloadable from the mobile site to the consumer's device.
Volvo may be just launching their first mobile site in Russia, but other automotive brands have been using the mobile channel to extend their reach.
Tire-production giant Goodyear launched a mobile campaign to raise awareness in men, right in time for the winter.
The "Time For Winter Tires" promotional campaign ran in Poland during the last quarter of 2008, from Oct. 13-27. It was coordinated by Upgrade Interactive Marketing and included an SMS campaign and a mobile site (see story).
The auto industry has a major pressence on the mobile channel.
"Knowing that auto brand affinity is built over months, auto advertisers strategically focus on ensuring they are one of the three models in a consideration set," said Mack McKelvey, vice president of marketing at Millennial Media, Baltimore.
"That way, when a consumer moves closer to purchase time, their brand is in the game," she said. "Traditionally, auto advertisers were focused on reaching those last mile consumers via car comparison-type sites on the Web."
Ms. McKelvey said those types of sites have become saturated now that nearly every manufacturer is on the Web.
"Auto companies were early to the mobile Web and have been building consumer relationships via mobile -- an uncluttered device and channel," Ms. McKelvey said.
According to Usablenet, auto companies are using mobile to reach customers in new ways.
"Not only are customers interested in getting more information right away, but they might also want to build their own car models and find the nearest dealer right from their mobile phones," said Jason Taylor, vice president of mobile products at Usablenet, New York. "It facilitates the user experience with the automotive brands and provides an alternative to static mobile marketing campaigns."