The ambitious promotion, the brainchild of the Havas Sports & Entertainment and Euro RSCG Group's digital communications arm, 4D, sees the Naughty Volvo Convoy spreading naughtiness across the entire country, in what is being called the "naughtiest road trip in history".
The Volvo S60 Naughty List promotion was inspired by the new model's naughty personality. Volvo Car South Africa's Marketing Director Michelle Naudé said that "the all-new Volvo S60 is a car that will change the way you think about Volvo. It is revolutionary in thinking, design, technology and motion, and due to its dynamic styling and handling it has developed a naughty side to its personality. What better way to exhibit this than with the Volvo S60 Naughty List and nationwide Naughty Convoy!"
"The Naughty List promotion is designed to highlight this new and decidedly different side of the Volvo brand, emphasising the naughty nature of the car in an extremely memorable and unique way" said Brad Jansen, ManagingDirector of Havas Sports & Entertainment. And what could be more memorable than the Naughty Volvo Convoy? Made up of seven Volvo S60s, two luxury branded busses and a 30-strong crew headed by Volvo Ambassadors ProVerb and Ashley Hayden, the convoy will wend its way across all nine provinces, from Soweto on 3 November to its final destination in Rustenburg on 22 November 2010.
Using DStv promo spots, radio and flyers, consumers will be encouraged to get their name on the Volvo S60 Naughty List, by daring the team of promoters to perform all sorts of outlandish tasks en route to scheduled pitstops, where more dares await.
The campaign makes extensive use of social media platforms. Members of the public either SMS, tweet or post their dares on the Volvo Car South Africa's Facebook page. All unique dares get the sender's name on the Naughty List,putting them in the running to win a Volvo S60 in the grand prize draw. The person with the best dare of the day also wins a DStv HD PVR decoder. "So far the campaign has far exceeded our expectations, the dynamic social media campaign has gathered momentum rapidly" said Claudia Adamo, Business Director of 4D Euro RSCG.
Once ProVerb and Ashley Hayden have chosen which dares the team will perform, the dares are filmed and uploaded onto YouTube, Facebook, Twitter, Flickr and the Naughty Volvo Convoy microsite, with additional coverage on the campaign's media partner, DStv. In the first week of the campaign the number of people who 'liked' the Facebook page increased by 135%, Flckr average views up 1000%, You Tube views up 450% while the number of followers on Twitter increased by 30%." These numbers can only increase as the convoy makes its way around the country increasing awareness of the elegant all new Volvo S60.
The larger dares set for the team at each pit stop will also be shared with the public - dares like conducting a road-block in Auckland Park or having a Caribbean Beach party at the World of Golf have already been performed.
On top of performing dares, the Naughty List team will also ratchet up awareness for the new S60 with street parades and mall visits, and will encourage existing Volvo drivers to join the Naughty Volvo Convoy in their area.
The convoy will also support the launch events being held at individual dealerships, and give dealers an opportunity to share in the hype by bringing along their key customers for a spot of schmoozing on the Naughty Volvo Convoy bus.
"The Naughtly List promotion will create a lot of noise for the Volvo S60," says Jansen. "It's a high-impact way to add a touch of 'naughty' to the traditional Volvo 'nice'."
For more information about the Naughty Volvo Convoy and the Volvo S60 Naughty List, visit www.facebook.com/VolvoCarSouthAfrica
or watch the dares on You Tube www.youtube.com/user/volvocarsouthafrica