Created by EHS Brann Cirencester, the campaign targets three lifestage groups: people starting a family, those with growing families, and empty-nesters. A mailing is also going out aimed specifically at diesel car owners.
Three versions of a mailpack have been created. For those starting a family, the pack includes a 'mum-to-be on board' car sticker. The pack aimed at people with growing families carries the strapline, 'Don't move out, move up', focusing on this group's need for more space as the family grows, while empty-nesters will receive an events diary encouraging them to get out more, with the strapline, 'Live the life you want to lead'.
Volvo is also using the campaign to capture data for its relationship marketing database and for use in post-campaign focus groups. Recipients are incentivised to give information with a prize draw to win a new car.
EHS Brann Discovery, the agency's data division, supplied the data for the growing family, empty-nester, and diesel owner groups.
Bounty supplied the data selections for the remaining group, with the mailpack going out to first-time mums who are between three and eight months pregnant.
"By creating four such highly targeted mailing lists we have been able to present a choice of cars, while still addressing the specific needs of each group," said Anita Fox, Volvo direct marketing manager.