Volvo has launched its first advertising campaign specifically targeting the Malaysian market.
The ‘Drive-In Movies’ campaign from Grey Malaysia was created for the launch of the car marque’s new XC40 range.
The two films tell the personal stories of two of Malaysia’s brightest young upcoming talents, filmmaker Quek Shio Chuan and bartender Angel Ng.
“The new XC40 is a game-changer for Volvo, appealing directly to a younger and more dynamic audience. Quek and Angel are great examples of the modern face of Malaysia, and it’s great to be able to show the agility of the new XC40 against the backdrop of our beautiful country,” explained Rema Chetty, marketing and PR director of Volvo Malaysia .
In a bid to drive an uptake in test drives, hidden throughout the films are special XC40 codes which, when sent via a WhatsApp number, automatically enters viewers into a competition to win a test drive experience at the Majestic Hotel in Malacca.
Graham Drew, Grey Malaysia executive creative director added: “We’re so lucky to be able to shoot in such richly textured places as Chinatown. But the problem with most car films is that people just watch them and move on, it doesn’t occur to them that they can drive that amazing car they just watched. By gamifying these beautifully shot films we’ve found a whole new way to generate leads for test-drives.”
The campaign will run across Facebook, Instagram and YouTube and be supported by a print campaign in The Star containing a mini smartphone projector, enabling anyone to project the new films on their wall.