Automotive Industry
Industry: Email Alert RSS FeedVolvo ad sparks record dealer visits.(News)
Automotive News Europe, April, 2004 by Wernle, Bradford
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Byline: Bradford Wernle
Volvo executives say an ad campaign based around a car-buying mystery has created record traffic in its showrooms across Europe.
"The Mystery of Dalaro" ads stated that 32 people in a Swedish village all bought new Volvo S40s on the same day - an amazing coincidence, if it was true.
The claim in fact was false but the advertising campaign, which was based around a fake documentary and sponsored websites, captured people's imaginations and stirred a lot of interest.
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In Spain, Volvo's dealer traffic increased sevenfold. In the UK, 1 ...
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