Myanmar · Brand & Creative Communications
Volvo: Launching the V40 in Myanmar
Volvo launched its 2018 V40 model in Myanmar and needed earned media coverage rather than paid awareness. Ruder Finn Era staged a press conference at the Volvo Yangon showroom with executive interviews and test drives, attended by 44 journalists from 36 media titles and generating USD 16,000 in earned advertising value equivalent.
The challenge
Volvo, the Swedish premium car brand, was bringing its new 2018 V40 model to Myanmar. The car market was opening up and competition for the attention of affluent buyers was intensifying, so the launch had to generate awareness of the new vehicle in the right circles.
Volvo specifically wanted earned coverage of the launch rather than advertising, which meant the event had to give lifestyle, business and automotive journalists a genuine reason to write.
Our solution
Ruder Finn Era, then ERA Communications, organised a press conference at the Volvo Yangon showroom, targeting top-tier lifestyle, business and automotive media. The guest list was built to match the readerships of the buyers Volvo wanted to reach.
Rather than a presentation alone, the event gave journalists access to Volvo Myanmar's senior executives for interviews and invited them to test the vehicle on the day. The combination of executive access and first-hand driving experience gave each outlet its own angle, from business strategy to design and driving impressions.
The results
Forty-four journalists from 36 media titles attended, generating USD 16,000 in earned advertising value equivalent for the launch.
- Client
- Volvo
- Market
- Myanmar
- Practice
- Brand & Creative Communications
- Services
- Integrated Brand and Creative
- Sector
- Automotive
- Engagement
- Project
