Volvo's Big Drive, an injection for lifestyle-focused strategy

Cricket legend Makhaya Ntini, acclaimed fashion designer Gert-Johan Coetzee and actress singer KB Motsilanyane will each participate in a Volvo which represents their unique personalities.

Marketing and PR director at Volvo, Michelle Naude says that the campaign will inject energy and continuity into Volvo's lifestyle-focused strategy, embracing elements that broadly include sport, music and fashion. "The Volvo Big Drive is a functional enterprise aimed at embedding the trend-setting cues of the brand with our audience through interactive engagement and celebrity leverage. Ultimately, communicating the fact that Volvo cars are designed around its drivers."

Broadening the brand's appeal

Naude says that while Volvo's brand utility has always been founded in safety, its foray into lifestyle is expected to broaden the brand's appeal across a wider audience of potential Volvo drivers. "Our cars have a lot to offer, and we have developed initiatives such as the Volvo Big Drive to showcase intrinsic qualities beyond function."

The campaign comprises three stages; initially co-drivers will be sought via social media engagement to accompany the celebrities on their Volvo Big Drive, each in a different model. Phase two will see Volvo give away a Volvo S60 and finally a third stage winner stands the chance to have a Volvo adventure designed around their personal want.