Details
Summary
To reposition Volvo as a key luxury player in the automobile industry, a conversational interface was set up in Quartz’ news app so that users of the app were greeted with an SMS-style conversation about the new S90 luxury sedan. The campaign had an overall click-through rate of 2.57% from the Quartz Mobile News App to the Volvo S90 landing page.
Publisher/Agency: Quartz / Mindshare
Campaign: VolvoQZApp
Brand: Volvo
Country: USA
The mission was to differentiate the S90 via an innovative and luxury-focused program.
Mission
The mission was to reposition Volvo as a key luxury player in the automobile industry by introducing the S90 as a luxury sedan.
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Furthermore, the mission was to differentiate the S90 via an innovative and luxury-focused program to reach intelligent progressives, raising awareness of the vehicle and inspiring showroom visits.
KPIs
Click-through rate
Target audience
The relevant Volvo consumer, who is ambitious, entrepreneurial, urban and married with kids at home.
This campaign pioneered a new form of in-app native advertising.
Strategic approach
The Quartz app is a new way to experience the news. A conversational interface shares news updates and surprising discoveries with the user throughout the day.
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Volvo’s sponsorship of the app during the month of November included an opening display unit that greeted users along with an SMS-style conversation about the S90 once users had fully caught up on the news of the day. This campaign pioneered a new form of in-app native advertising.
Creative idea
Users interact with the app, which shares specific details about the innovative S90 features via SMS-style chat messaging, with the option for continued conversation.
The conversation shared information regarding the S90’s semi-autonomous driving equipped with Pilot Assist.
Platforms
Quartz Mobile News App
Content distribution & promotion efforts
Display units also appeared across qz.com showcasing the exciting new tech features and luxurious feel of the S90.
Size of team involved
6-8 people involved from Quartz
This campaign pioneered a new form of in-app native advertising.
Results
The campaign was a success, yielding an overall click-through rate of 2.57% from the Quartz Mobile News App to the Volvo S90 landing page.
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This also marked the first campaign on the Quartz Mobile News App where users actively engaged directly in a conversation powered by an advertiser.
This case study is part of a collection of award-winning native advertising examples studies from Native Advertising Awards presented by The Native Advertising Institute.
We aim to acknowledge and reward great native advertising and promote inspiring, effective and creative work that helps organizations worldwide achieve their goals and tell great brand stories in a non-disruptive way.
DOWNLOAD: Native Advertising Trends in News Media 2017
Chad Pollitt
Native Advertising Institute
