Volvo found new ways of establishing contact

Mobile campaign brought customers closer to Volvo
Spanner in one hand, mobile telephone in the other. Over a period of time, Volvo workshops have started using a completely new tool.

 

A large number of Volvo's customer groups were out of reach of their campaigns and loyalty programmes because these only apply to corporate and leasing customers. Therefore, Volvo decided to launch a campaign aimed at the only employees who had regular contact with this specific customer group: Workshop employees. The objective of the campaign was to encourage these employees to place a small information package in vehicles when they were put in for a check-up or repair.

Interplay between text messaging and IVR
A combination of text messaging and IVR created involvement in the problem of a missing customer contact and the agency Gorm Larsen & Partners decided to use the figures Sherlock Holmes and Dr.  Watson to "find the vanishing customers".

 

The participant himself played the role of Dr. Watson and was given a few days breathing space between receiving a text message from Sherlock Holmes and receiving a message to call the campaign line. On the phone, he was greeted with an IVR with the voice of Sherlock Holmes asking him a number of different questions and asking him to help "solve the mystery". If the participant did not ring within three days, he received a short text reminder from Sherlock Holmes.

 
The campaign culminated in a prize draw for a trip to London and the more people who took part from every workshop, the greater their chances were of winning.

 

Huge involvement in establishing contact
Via this fun campaign, Volvo succeeded in involving a huge number of workshop employees in establishing contact with trade customers. The fiction element helped raise awareness of the campaign and workshop employees made sure that they reminded one another to take part.