The Volvo Big Drive has delivered exceptional results and over-achieved on expectations. Two of its three parts have been completed with cricket legend Makhaya Ntini taking the honours in the Top Billing
broadcast challenge featurette. The home stretch invites consumers to design their own Volvo adventure, linking back the campaign to Volvo’s payoff and design mantra – 'Designed Around You'.
The third instalment of the Volvo Big Drive invites consumers to design their own Volvo adventure, and personalise an experience. Entries are accepted through the Volvo Facebook
page. “We are looking for adventurous ideas beyond the norm, for out of the box thinking and creativity,” says Volvo South Africa marketing and PR director, Michelle Naudé. “Adventure begins with an inspired spirit and South Africans are an inspired nation. Imagine the freedom of an adventure, a road trip to explore the treasures that our incredible country offers.”
The previous instalment of the Volvo Big Drive saw celebrity ambassadors KB, Makhaya Ntini and designer Gert-Johan Coetzee compete in a four-part action-packed adventure across Gauteng and North West. Each celebrity participated in a Volvo that reflected their unique personality and, together with a co-driver selected from the public via social media, completed four unique challenges, each designed to demonstrate the human-centricity of the Volvo C30, the Volvo S60 and the Volvo XC60.
“Communicating the intrinsic and extrinsic aspects of any car is hazarded by the mundane,” says Naudé, “and the challenge of positioning a brand in the lifestyle space effectively is significant.” Volvo last year launched its foray into lifestyle by taking its cars off the road and onto the catwalk by inviting top local designers to dress their Volvos. This year, the Volvo Big Drive hopes to cement its lifestyle relationship. “The Volvo Big Drive takes it a step further, employing social media, above the line, retail and editorial to firmly highlight its innate qualities beyond driveability.”
The Volvo Big Drive can be found on Facebook