Total 511 words used.
Objective:
A campaign was designed to highlight the fast-charging feature of the Volvo EX40 model, which charges from 10% to 80% in just 28 minutes with fast charger, in response to one of the key concerns for electric vehicle users—charging time. The aim was to alleviate the ongoing concerns about charging durations for electric vehicles.
Creative Strategy:
The strategy of the campaign was built around allowing the target audience to experience the charging time of the Volvo EX40 in the same short time frame as watching a video. Time-based banner ads were used in the most followed content by users, showing the Volvo EX40’s charging percentage at the 5th, 15th, 25th, and 28th minutes of videos. This provided an interactive experience about the charging time. For example, at the 15th minute, viewers saw the message: “At the 15th minute of the conversation, the Volvo EX40’s charge reached 48%,” effectively emphasizing the fast-charging feature. This way, the EX40’s fast-charging capacity was promoted in a practical and creative manner.
Execution:
• YouTube Videos and Live Streams: High-reach YouTube videos and live streams were selected to deliver the Volvo EX40’s fast-charging feature to the target audience. The campaign was placed in videos such as the one featuring İlber Ortaylı and Celal Şengör discussing education issues in Turkey on Fatih Altaylı’s YouTube channel, and in the “agenda” section on Kafa TV, where İlber Ortaylı was a guest. Time-based banner ads showing the charging percentage of the Volvo EX40 were shown at the 5th, 15th, and 25th minutes of these videos, offering viewers an interactive experience.
• Fenerbahçe-Galatasaray Derby (Turkey’s Biggest Sports Derby): On the day of the Fenerbahçe-Galatasaray derby, ads were placed in the live match commentary section of the Maçkolik app to appear at the 15th, 20th, and 28th minutes for users.
• Derby Day YouTube Comment Channels: On the same day, the campaign was promoted through live stream banner ads on high-traffic YouTube comment channels such as Nutspor – Vole and Sports Digitale. Given the high number of viewers on derby day, the campaign provided real-time experiences to viewers, with Volvo EX40’s fast-charging feature linked to the elapsed time.
• Sahibinden.com (Turkey's Largest Online Second-Hand Marketplace): As one of the most viewed and time-spent listing platforms for the target audience, Sahibinden.com used time-targeted banner ads showing the Volvo EX40’s charging percentage to engage users minute by minute.
Results:
Although the campaign is still ongoing, the initial results are as follows:
• On Sahibinden.com, 10 million impressions were achieved, matching the target for similar car listings for the Volvo EX40 model.
• The campaign reached 28.8 million impressions and 2.9 million views, exceeding the targets of 10.7M impressions and 1.2M views, successfully conveying Volvo’s fast-charging feature to consumers.
• Between the campaign dates of September 20th and October 28th, the EX40 model’s SQL (Sales Qualified Leads) increased by 19%, reaching 2914 compared to the target of 2453.
• Total search index for EX40 during campaign reached 4653, a 41% increase compared to the target of 3301.
Nomination Title: Volvo EX40 Fully Electric SUV Campaign
