Volvo Modern day old school marketing

Volvo started making Automobiles in 1927, expanding to construction equipment in 1950. They
have stayed somewhat at the forefront ever since inventing the first bulldozer type machine the H10 with an arm that lifts to move more material faster than anything before! But through the decades of success a new problem had arose.

The changes in marketing happen almost daily it seems and for a company like Volvo construction it can have quite the impact as it is not necessarily one of the household construction equipment names. The big companies don’t even really bother unless they have a new product they are releasing because everyone already knows them and how good their products are. These days marketing is made for the younger generation as they are the largest growing demographic of buyers.

Millennial's, which ages range between 22-37 absolutely eat up these ad campaigns of course as it is catered to them. But Millennial's don’t typically buy things like excavators and bulldozers. For a few reasons, mainly because the average age of construction project managers is past the Millennial generation at 43 years old. And small business owners average age is far past the Millennial generation at 50 years old.

How Volvo solved this is with some sick 80’s beats and an even sicker 80’s action star DOLPH LUNDGREN in a very 80’s Esq montage of excavators “working out” (link below) sorry for the all caps but I absolutely love the guy! The project managers and small business owners who grew up listening to those cheesy songs like “pump up the jam” and watched movies featuring Dolph himself. Although maybe it wasn’t their style back then, it still ignites a feeling of nostalgia that one just can’t shake.

With this campaign they hit their target audience perfectly while showing off what kind of power and range of motion their excavators can accomplish. Connecting in a way that is remarkable while showcasing the abilities of the machinery. I think Volvo played it perfectly. If anything they should double down on their efforts and get some more cheesy montages together! And hey "if the gimmick dies, it dies".






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