Every season we are asked to handle promotional campaigns for accessories sold by Volvo Car Belux. We are given 6-7 weeks to prepare several communication tools and handle their shipment to clients and ensure that the materials are distributed to Volvo dealers in Belgium and Luxembourg.
We composed several direct mailings according to the car line of each target group. Volvo Car Belux had three different series of cars: a 40, 60 and 90 series. This means that we composed three different mailings, each in three languages. For the dealers we combined all three versions in a single mailing to make it easier for them to use the brochure in a sales pitch.
We also created a poster (60×90) for dealers to use in their showrooms. In addition to this, we were asked to think about POS material in the showrooms. It had to be informative while drawing attention to promotional campaigns for winter wheels. This spurred us to offer a solution in the form of a pile of boxes. You can put a lot of information on them and they draw plenty of attention because of their height.
Dealers could also order polypro mats to lay under a pile of wheels. Brochure racks could be placed in between the wheels. When the racks were empty, an image appeared with information about the promotional campaign. This way, the information remained available. The image was made out of YUPOTako so that the rack could be reused after the campaign.
Volvo showrooms are provided with one or more television sets with a special Volvo channel. We created two videos with general information to draw attention to the importance of winter wheels. In these videos the key communication aspect was to inform rather than to sell. The videos concluded with a reference to other communication tools. (All Yours is the administrator of these channels and provides support and maintains the content.)
Every year we also produce a wheels and rims catalogue. This is a summary of all their winter and summer wheels, including rims, categorised per car line. It also contains general information to draw attention to the importance of choosing the right wheels for your car during the different seasons.