Sweden the prize in Volvo self-drive campaign

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A new million-dollar Volvo campaign, created by Freemans Bay indie Republik, launches on TV this Sunday to entice hundreds of New Zealanders to head to Sweden and visit Gothenburg, the largest port in Scandinavia and a city becoming known for its advanced self-driving cars.

The promotion will see the company give all customers who purchase a new Volvo during a 12-week campaign period a trip for two to Sweden.

As part of their trip, they will visit Gothenburg where preparations are now under way for the world’s first autonomous driving trial – Volvo will test 100 of its autonomous cars on public roads driven in normal traffic by members of the public starting within the next 12 months.

Tours of the Volvo factory and museum also feature in the itinerary.

Volvo NZ national manager Coby Duggan says the campaign will cost the company $1 million and he expects up to 200 Kiwis will take up the free trip.

“Volvo is leading the way in terms of new self-driving and vehicular safety technology, and it makes sense for the testing to be done in Sweden, the home of Volvo,” Duggan said.

“Sweden has invested heavily in road safety strategies and has fewer road fatalities than New Zealand despite having twice the population we do.

“Our plan is to ensure that no one should be seriously injured or killed in a new Volvo car from 2020, which is only possible with the help of automated technology,” he says.

The 12 week campaign period ends 31 March 31.


Agency: Republik
Director: Paul McNamara
Creative Director: Andrew Sims
Public Relations: Mark Devlin & Fleur Revell (Impact PR).

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