Volvo has launched it’s fist mobile internet site in Russia with mobile marketing agency, Phonevalley. The site is there to promote Volvo’s latest car/SUV hybrid, the XC60
Volvo will be using the usual channels to advertise the new car as well, like TV and print ads. However, the mobile website has also been launched because they say it is the method that’s “the most effective in engaging consumers.” The site will have the usual specs and details on the car, but also a click-to-action for booking a test drive, and a mobile racing game that you can download to your device.
Check it out at: m.citysafety.ru
From the release:
Alexandre Mars, Phonevalley CEO and Publicis Groupe Head of Mobile: “We were keen on developing a great engagement for Volvo on mobile, the number one channel for consumers on the move. Volvo offers people to experience exciting moments in their car and to break new grounds while driving. We hope to extend this excitement and emotional connection in and out of the car, thanks to the most personal device.”
David Thomas, President of Volvo Car Russia: “ 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. Using new media for communication proves that Volvo brand is modern and innovative. From the new mobile site for XC60, consumers can learn more about the car, which not only can speed up without assistance but also pull up.”
What we think?
I’m not normally a fan of mobile advertising that only explores one channel, and this is no different. The mobile site itself looks pretty good, but it also looks extremely standard. Booking test drives and having a few details about the motor has been done many, many times before, as has the advergaming option. It’s great that Volvo are looking to mobile as a cost-effective way to engage customers, but mobile advertising for things like cars have been doing much better if they integrate more of the available advertising channels on mobile. Placing mobile barcodes with traditional advertising, using SMS shortcodes or LBS or something could really lift this campaign out of being “just” a mobile website.
It is interesting to see that an american mobile developer is chosen for mobile campaign in Russia.