1. Rodney James

2. Volvo
Quality
Design
Environment
Safety
Performance

3. Volvo,
where premier luxury
and
optimal safety meet

4. Appeal to Target Audience
Exhibit Exclusivity
Reinforce Value
Showcase Style, Safety, and
Performance

5. Exclusivity:
Build organic relationships with
Tastemakers/Influencers
Product Placement

6. Achieve Value Objective by
Running video commercials
Print Ad’s
Compare competitors vs. Volvo in Ad’s
SEO

7. Viral Video Campaign
12 episode web series via YouTube
Create main character and story surrounding protagonist
and his/her Volvo.
Promote video series through Volvo’s media channels and
automotive blogs

8. Metrics of Success
Increase in Facebook fans, Twitter followers, YouTube
channel hits and ultimately sales.

9. Timeline
Phase 1 Jan-March 2012
Phase 2 April-July 2012
Phase 3 July-October 2012
Phase 4 October-December 2012

10. Budget
17M for total advertising budget
1M for proposed initiative