Volvo V40: Reinventing the Test Drive Experience
Campaign Overview
Recognizing that the traditional car-buying experience can deter many potential customers, Volvo reimagined the test drive with the Volvo V40 Prime Now campaign. Collaborating with Amazon, this initiative delivered a hassle-free and personalized test drive experience directly to customers' homes or workplaces in major UK cities, improving brand perception and driving consideration.
Clients & Partners: Volvo, Mindshare
Year: 2018
Location: United Kingdom
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“At Volvo Cars, we aim to make people’s lives easier. Our ‘Prime Now test drive’ offer does just that, allowing potential customers to try our V40 on their terms and in familiar surroundings.
We’re proud to team up with Amazon to deliver this unique initiative, the first of its kind in the UK and the latest in a range of offerings from Volvo designed
to take the hassle out of running a car.”
— Jon Wakefield, Managing Director of Volvo Car UK
case study
Challenge
Volvo needed to revitalize interest in the V40 model among young urban couples and families in a crowded market. However, without major updates to the car itself, the traditional dealership experience was seen as a significant barrier, particularly for women who found it intimidating due to "hard sell" tactics and a lack of female representation.
Insight
Many potential buyers prefer pressure-free environments when considering a car purchase. Women, in particular, value convenience and transparency in the process, which traditional dealerships often fail to provide.
Idea
Bring the test drive to the customer. Partnering with Amazon Prime Now, we created a first-of-its-kind service that allowed customers in major UK cities to book test drives delivered directly to their homes or workplaces. This innovative approach provided a relaxed, familiar environment for exploring the Volvo V40.
Execution
Collaborated with Amazon to leverage their Prime Now delivery platform for seamless test drive bookings.
Offered 45-minute test drives in four major UK cities over select weekends.
Delivered cars with Volvo product specialists who guided customers through the experience.
Directed interested customers to local Volvo retailers for follow-ups and potential purchases.
Innovations
First-ever partnership between an automotive brand and Amazon Prime Now in the UK.
Reimagined the test drive experience by combining convenience with personalization.
Utilized digital platforms to engage tech-savvy audiences and streamline bookings.
Impact
65 media features with a combined reach of 394 million.
117 test drives booked through Amazon Prime Now.
94% of participants rated the experience as "very good."
Awards
Silver Winner: Media Idea (£250k–£1m) at the 2018 Media Week Awards.
Credits
Visual Designer: Camilla Giu
Senior Art Director: Matthew Swan
Program Manager: Nick Robinson
Brand Strategist: Richard Kirk
Design Technologists: Leigh Graham
Video Production: Neil Coxhill