In order to market its new hybrid vehicle to younger and more diverse customers, Volvo is employing a YouTuber for the first time to create a song with the car's sounds. For their campaign "The Sounds of the Volvo XC60 Plug-in Hybrid," the brand partnered with Andrew Huang. Although partially deaf, he is a musician with over 2 million subscribers. As one of his videos states, he 'will make a beat out of anything.'
The Volvo campaign debuted this week and will run through the end of the year. It takes the form of a music video, created by Huang and his production partner Keeley Bumford (a musician and producer also known as Dresage) that is made up solely of sounds including the car's doors opening and closing and noises from its vent controls and buttons.
The aim of the spot is to reach a younger, multicultural consumer "who may not have considered a luxury SUV before," said Leigh Moynihan, Volvo's head of marketing, in a statement. "Knowing this audience cares most about design and tech, we tapped into the creative talents of Andrew Huang and Dresage and let them create content that shows off the XC60 in a new way that appeals to their broad audiences."
By using Google's analytics platform to track how viewers react to the XC60 video, Volvo will be able to adjust its production marketing.
The XC60, which competes with the Audi Q5, BMW X3, and Mercedes-Benz GLC in the United States, accounted for more than a third of Volvo's sales in that market last year, or 41,582 vehicles.
This new campaign is a great way for Volvo to show off their hybrid car to a wider, younger audience. Not only does it feature creative talent, but it also uses analytics to ensure that the campaign is as effective as possible.
Source: Adage