Fly then drive…

The headline reads: “First step Volvo. Next step Europe.” The idea is you buy a Volvo and pick it up in Sweden. In other words you get a vacation thrown in. I couldn’t locate the ad online, from Arnold Worldwide, but here’s the copy from Volvo’s website:

Take a vacation where the souvenir is part of an unforgettable experience. Purchase any new Volvo within the Volvo Overseas Delivery Program and you’ll discover a truly unique way to buy a car, as well as a truly unique way to travel around Europe. Here’s what’s included:

• Two round-trip tickets with Scandinavian Airlines
• A free first class hotel night in Gothenburg, Sweden
• Savings off the U.S. MSRP on U.S.-model Volvos (varies by model)
• Free shipping to your U.S. Volvo retailer

In the end, they claim the deal costs little more than if you bought the car straight off the lot in Hoboken. I find that hard to believe, but still…

What a cool idea. Granted, it’s not a new one. I seem to recall similar offers in years past. But so what? If one hasn’t been to Sweden, let alone Gothenburg –and I’m guessing many of us have not- it’s new. Damn new.

Beyond the free trip, it’s pretty slick marketing. You buy the Volvo in Sweden, take it home with you -more than transportation, you’ve got yourself a souvenir. How proud you’ll be telling the guys in your carpool where you bought it. Or that jealous mom from pre-school. Which you will, over and over again. That shit is priceless. By “delivering” your car at its “birthplace” Volvo has made you proud parents, and in turn evangelists for the brand. And isn’t that the Holy Grail of marketing: creating brand evangelists?

While I couldn’t find the print ad, I did find Snow White. And she looks like she could use a lift.

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