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沃尔沃的伏特
案例简介：为什么这项工作与直接相关？ 随着绿色能源合同 “volvo的伏特” 的推出，我们通过个性化电子邮件联系比利时的电动司机，在竞选网站上发现我们的合同报价。事实证明，这种策略是成功的，有四分之一的比利时电动驾驶员与我们的在线平台互动。 此外，在2019布鲁塞尔车展上的 “volvo伏特” 发布周期间，能源专家向人们面对面地解释了其存在的原因以及所有价格和实用细节。 背景 沃尔沃的使命是成为100% 气候中立的汽车制造商2025年。因此，沃尔沃正在采取真正的举措来实现这一目标，无论是从品牌的角度还是从消费者的角度来看。 例如，沃尔沃是第一家为其所有车型提供电气化插电式混合动力车的主要汽车制造商。将来，每种型号都将作为全电动版本提供。 沃尔沃希望在2019布鲁塞尔车展上将自己定位为电动驾驶的先驱。但随着许多竞争对手用新的电动车型抢走了注意力，沃尔沃需要一个另一个层次的重要声明。 描述创意 (投票30%) 沃尔沃通过为电动驾驶员提供100% 绿色能源合同的机会，将其业务从纯汽车制造商转变为绿色能源提供商。通过 “伏特伏特”，人们可以用纯净的风能和太阳能为房屋供电，从而每次为汽车充电时都可持续地充电。通过这种方式，沃尔沃为人们提供了应有的全套电动驾驶服务: 无排放，对环境的影响为零。 描述策略 (投票20%) 毫不奇怪，大约91% 的人购买电动汽车是为了减轻它们对环境的影响。然而，矛盾的是，56% 这些驱动程序都不知道他们的能量来源。甚至24% 也承认，他们用核能和煤炭等不可持续的能源为电动汽车充电。 沃尔沃相信电动汽车，但也希望人们可持续充电。因此，通过提供绿色能源合同来陪伴您的电动汽车，我们不仅使驾驶员可以真正驾驶绿色汽车，而且我们还向公众宣传了这一悖论，并帮助沃尔沃将自己定位为汽车电气革命的先驱。 描述执行 (投票20%) 与比利时绿色能源公司Eneco建立了合作伙伴关系，Eneco是绿色能源的实际供应商，而 “volvo伏特” 是官方能源公司。人们确信他们从风能和太阳能中获得了100% 比利时能源。值得注意的是，沃尔沃能够为签约三年合同的人们提供比利时最便宜的绿色能源。 “Volvo的volts” 拥有自己的网站，解释了沃尔沃业务转型的原因以及绿色能源合同的所有实际细节。只需点击几下鼠标，人们就可以注册，沃尔沃就可以安排您的能源供应商转换，而无需您做任何事情。 列出结果 (投票30%) “Volvo的伏特” 在2019布鲁塞尔车展上推出。尽管所有竞争对手都在谈论电气化，但沃尔沃通过对房间里的真正大象讲话，确实抓住了媒体的关注。 “伏特伏特” 在1100万人口中吸引了750万比利时人。 71% 现在将重新评估他们的电力合同，因为他们看到了竞选活动。(资料来源: iVox调查) 继特斯拉之后，沃尔沃是与环境联系最密切的品牌。因此，它在E-tron的发布年中击败了奥迪。(来源: Northstar Brandtracker) 四分之一的比利时电动司机与我们的在线平台互动。 转化率是传统能源运动的20倍。
沃尔沃的伏特
案例简介：Why is this work relevant for Direct? With the launch of the green energy contract ‘Volts By Volvo’, we addressed electric drivers in Belgium by contacting via personalised emails to discover our contract offer on the campaign website. This tactic proved to be successful, with 1 in 4 Belgian electric drivers engaging with our online platform. Moreover, during the launch week of ‘Volts By Volvo’ at the 2019 Brussels Motor Show, energy experts explained to people face-to-face about its reason of existence and all the prices and practical details. Background Volvo’s mission is to become a 100% climate-neutral car manufacturer by 2025. Therefore Volvo is taking real initiatives towards reaching that goal, both from the brand’s perspective as the consumer’s perspective. For instance, Volvo is the first major car manufacturer that is offering a electrified plug-in hybrid as an option for all its models. Every model will be available as a full-electric version in the future as well. Volvo wanted to position itself as the pioneer of electric driving at the 2019 Brussels Motor Show. But with many competitors stealing the attention with new electric models, Volvo needed a big statement of another level. Describe the creative idea (30% of vote) Volvo shifted its business from a pure car manufacturer to a green energy provider as well, by offering electric drivers the opportunity of a 100% green energy contract. With ‘Volts By Volvo’, people could power their house with pure wind and solar energy, and thus charge their car sustainably every time they do so. This way, Volvo gave people the full package of driving electric as it’s meant to be: no emissions, and zero impact on the environment. Describe the strategy (20% of vote) Not surprisingly, about 91% of people buying electric cars do so to lessen their impact on the environment. The paradox, however, is that 56% of these drivers are not aware of the source of their energy. With even 24% acknowledging they charge their electric vehicle with unsustainable energy sources such as nuclear energy and coal. Volvo believes in driving electric, but also want people to charge sustainably. So by offering a green energy contract to accompany your electric car, we not only made it very accessible to drivers to truly drive green, but we also educated the general public about this paradox and helped Volvo position itself as a pioneer within the automotive electric revolution. Describe the execution (20% of vote) A partnership with Belgian green energy company Eneco was set up, with Eneco acting as the practical supplier of the green energy and ‘Volts By Volvo’ as the official energy company. People were sure they got 100% Belgian energy out of wind and solar power. Remarkably, Volvo was able to offer the cheapest green energy in Belgium for people signing up for a three year contract. ‘Volts By Volvo’ got its own website, explaining the reason of Volvo’s business transformation, and with all the practical details of the green energy contract. With a few clicks people could sign up, and Volvo would arrange your switch of energy provider without you having to do anything. List the results (30% of vote) ‘Volts By Volvo’ was launched at the 2019 Brussels Motor Show. And while all competitors talked about electrification, Volvo really grasped the attention of the media by addressing the real elephant in the room. ‘Volts By Volvo’ got a reach of 7.5 million Belgians, on a population of 11 million. 71% will now re-evaluate their electricity contract because they saw the campaign. (source: iVox Survey) After Tesla, Volvo is the brand most associated with the environment. So it beats Audi in its E-tron launch year. (source: Northstar Brandtracker) 1 in 4 Belgian electric drivers engaged with our online platform. Conversion rates were 20 times higher than a traditional energy campaign.
Volts by Volvo
案例简介：为什么这项工作与直接相关？ 随着绿色能源合同 “volvo的伏特” 的推出，我们通过个性化电子邮件联系比利时的电动司机，在竞选网站上发现我们的合同报价。事实证明，这种策略是成功的，有四分之一的比利时电动驾驶员与我们的在线平台互动。 此外，在2019布鲁塞尔车展上的 “volvo伏特” 发布周期间，能源专家向人们面对面地解释了其存在的原因以及所有价格和实用细节。 背景 沃尔沃的使命是成为100% 气候中立的汽车制造商2025年。因此，沃尔沃正在采取真正的举措来实现这一目标，无论是从品牌的角度还是从消费者的角度来看。 例如，沃尔沃是第一家为其所有车型提供电气化插电式混合动力车的主要汽车制造商。将来，每种型号都将作为全电动版本提供。 沃尔沃希望在2019布鲁塞尔车展上将自己定位为电动驾驶的先驱。但随着许多竞争对手用新的电动车型抢走了注意力，沃尔沃需要一个另一个层次的重要声明。 描述创意 (投票30%) 沃尔沃通过为电动驾驶员提供100% 绿色能源合同的机会，将其业务从纯汽车制造商转变为绿色能源提供商。通过 “伏特伏特”，人们可以用纯净的风能和太阳能为房屋供电，从而每次为汽车充电时都可持续地充电。通过这种方式，沃尔沃为人们提供了应有的全套电动驾驶服务: 无排放，对环境的影响为零。 描述策略 (投票20%) 毫不奇怪，大约91% 的人购买电动汽车是为了减轻它们对环境的影响。然而，矛盾的是，56% 这些驱动程序都不知道他们的能量来源。甚至24% 也承认，他们用核能和煤炭等不可持续的能源为电动汽车充电。 沃尔沃相信电动汽车，但也希望人们可持续充电。因此，通过提供绿色能源合同来陪伴您的电动汽车，我们不仅使驾驶员可以真正驾驶绿色汽车，而且我们还向公众宣传了这一悖论，并帮助沃尔沃将自己定位为汽车电气革命的先驱。 描述执行 (投票20%) 与比利时绿色能源公司Eneco建立了合作伙伴关系，Eneco是绿色能源的实际供应商，而 “volvo伏特” 是官方能源公司。人们确信他们从风能和太阳能中获得了100% 比利时能源。值得注意的是，沃尔沃能够为签约三年合同的人们提供比利时最便宜的绿色能源。 “Volvo的volts” 拥有自己的网站，解释了沃尔沃业务转型的原因以及绿色能源合同的所有实际细节。只需点击几下鼠标，人们就可以注册，沃尔沃就可以安排您的能源供应商转换，而无需您做任何事情。 列出结果 (投票30%) “Volvo的伏特” 在2019布鲁塞尔车展上推出。尽管所有竞争对手都在谈论电气化，但沃尔沃通过对房间里的真正大象讲话，确实抓住了媒体的关注。 “伏特伏特” 在1100万人口中吸引了750万比利时人。 71% 现在将重新评估他们的电力合同，因为他们看到了竞选活动。(资料来源: iVox调查) 继特斯拉之后，沃尔沃是与环境联系最密切的品牌。因此，它在E-tron的发布年中击败了奥迪。(来源: Northstar Brandtracker) 四分之一的比利时电动司机与我们的在线平台互动。 转化率是传统能源运动的20倍。
Volts by Volvo
案例简介：Why is this work relevant for Direct? With the launch of the green energy contract ‘Volts By Volvo’, we addressed electric drivers in Belgium by contacting via personalised emails to discover our contract offer on the campaign website. This tactic proved to be successful, with 1 in 4 Belgian electric drivers engaging with our online platform. Moreover, during the launch week of ‘Volts By Volvo’ at the 2019 Brussels Motor Show, energy experts explained to people face-to-face about its reason of existence and all the prices and practical details. Background Volvo’s mission is to become a 100% climate-neutral car manufacturer by 2025. Therefore Volvo is taking real initiatives towards reaching that goal, both from the brand’s perspective as the consumer’s perspective. For instance, Volvo is the first major car manufacturer that is offering a electrified plug-in hybrid as an option for all its models. Every model will be available as a full-electric version in the future as well. Volvo wanted to position itself as the pioneer of electric driving at the 2019 Brussels Motor Show. But with many competitors stealing the attention with new electric models, Volvo needed a big statement of another level. Describe the creative idea (30% of vote) Volvo shifted its business from a pure car manufacturer to a green energy provider as well, by offering electric drivers the opportunity of a 100% green energy contract. With ‘Volts By Volvo’, people could power their house with pure wind and solar energy, and thus charge their car sustainably every time they do so. This way, Volvo gave people the full package of driving electric as it’s meant to be: no emissions, and zero impact on the environment. Describe the strategy (20% of vote) Not surprisingly, about 91% of people buying electric cars do so to lessen their impact on the environment. The paradox, however, is that 56% of these drivers are not aware of the source of their energy. With even 24% acknowledging they charge their electric vehicle with unsustainable energy sources such as nuclear energy and coal. Volvo believes in driving electric, but also want people to charge sustainably. So by offering a green energy contract to accompany your electric car, we not only made it very accessible to drivers to truly drive green, but we also educated the general public about this paradox and helped Volvo position itself as a pioneer within the automotive electric revolution. Describe the execution (20% of vote) A partnership with Belgian green energy company Eneco was set up, with Eneco acting as the practical supplier of the green energy and ‘Volts By Volvo’ as the official energy company. People were sure they got 100% Belgian energy out of wind and solar power. Remarkably, Volvo was able to offer the cheapest green energy in Belgium for people signing up for a three year contract. ‘Volts By Volvo’ got its own website, explaining the reason of Volvo’s business transformation, and with all the practical details of the green energy contract. With a few clicks people could sign up, and Volvo would arrange your switch of energy provider without you having to do anything. List the results (30% of vote) ‘Volts By Volvo’ was launched at the 2019 Brussels Motor Show. And while all competitors talked about electrification, Volvo really grasped the attention of the media by addressing the real elephant in the room. ‘Volts By Volvo’ got a reach of 7.5 million Belgians, on a population of 11 million. 71% will now re-evaluate their electricity contract because they saw the campaign. (source: iVox Survey) After Tesla, Volvo is the brand most associated with the environment. So it beats Audi in its E-tron launch year. (source: Northstar Brandtracker) 1 in 4 Belgian electric drivers engaged with our online platform. Conversion rates were 20 times higher than a traditional energy campaign.
沃尔沃的伏特
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Volts by Volvo
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