campaign

MINI New Zealand's Night Test Drives promotion started off innocently enough, offering customers the chance to test drive its latest models on the open road at a time when there was likely to be less traffic and other distractions.

Last month we asked the question, "Volvo's S60 - Is It Naughty Enough?", as we reviewed Volvo's Naughty campaign used to launch the new S60 and V60 saloon and estate.

When examining the vast array of videos, microsites and social media content we concluded that there was simply too much - the average viewer neither has the time nor the interest to wade through 24 videos (now 26 including the recent V60 promotions) and such dilution of their focus can subsequently undermine sharing on social media channels as our brief analysis of the views and shares appears to prove.

It would be fair to say that Volvo's new S60 needs to be a game-changer for the brand. When you look through the press material and speak to Volvo's marketing team you regularly hear statements such as "..the all-new S60 will deliver a sporty drive like no Volvo before" and "The customers in this segment want emotional appeal, sporty design and dynamic driving properties. The S60 has it all."