During the last few months we’ve immersed ourselves in several of Volvo’s most dynamic new models, to learn about how the marque is positioned in 2012 and why you might chose to buy one rather than its more prolific German competitors.
If it’s been a while since you looked at Volvo’s range of cars, then it may surprise you to know that the sensible Swedish car maker has recently begun engineering its cars to compete dynamically on a par with more recognisable sporting brands such as BMW and Mercedes.
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.
I never thought I’d get the chance to go on the Top Gear Track, let alone do something naughty on it – yet I had the opportunity to do both last Saturday!
My day was almost over before it began since I’d forgotten to bring the paper part of my driving licence along (yes, the part that no one ever carries around) to register as a participant.
We have teamed up with Volvo and Mindshare to offer one lucky reader the chance to join us at Top Gear’s Dunsfold test track – venue for the all-new S60 Naughty Track Experience.
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.”