Volvo Cars puts lead generation in driving seat for C70 campaign

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London, 19th June 2009 – ad pepper media is working with Mindshare to encourage consumers to book a test drive and experience the Volvo C70 Ice White.

Europe’s long-established online lead generation platform, iLead from ad pepper media, has developed a bespoke online lead generation campaign planned by Mindshare’s Invention group. The activity is highly targeted in response to Volvo’s increasing need for measurable results. It targets European markets including the UK, Germany, France, Belgium, Netherlands, Italy and Spain and is due to continue until August.

ad pepper media is deploying the online lead generation campaign in multiple formats with email as the main driver. The creative for the “Ice White” campaign is constructed around the idea that consumers should open up to new experiences. Based on the concept of “open up and come alive” it shows the car’s roof opening, which metaphorically reflects the opening of minds. The copy emphasises the emotional impact of the car’s appearance along with free extras and a strong call to action to encourage test drive signs ups.

Paul Walder, Global Marketing Investment Manager at Volvo Cars, said: “At Volvo, we need to focus our sales activation programs on in-market media environments. This is of course a rational, targeted approach, but also one that provides the best way to test and measure offer and media impact in terms of sales lead generation. To maximise the efficiency of the campaign, banner ads and email promotions are served through ad pepper media’s online program with the objective of generating a guaranteed number of leads.”

Marketa Rypacek, Account Manager at Mindshare Worldwide, said: “The campaign’s laser focus on receptive consumers ensures we deliver a much more impactful and effective media spend. As the campaign rolls out in some of the markets we are seeing much higher than average conversion rates. Tight targeting and accountable marketing guarantee a risk-free and cost-effective return of investment, minimising wastage.”

Trine Buus, international product director at iLead said: “Online lead generation is the perfect way to convey high impact messages which are designed to encourage actions to a large number of advertisers’ target audiences. It is cost effective for the advertiser, who only pays for confirmed leads and has the additional benefit of raising brand awareness because of the number of consumers reached. Working closely with Mindshare we optimised and refined campaign performance, which involved aligning creative, formats and response tactics for effective results. Conversions are the ultimate objective and we keep adding knowledge about the performance of pan-European lead generation campaigns to improve current and future ones.”

Notes to editors:

About iLead and ad pepper media
iLead is ad pepper media’s permission and performance based qualified lead generation solution. iLead enables marketers to provide users with immediate access to their product, service or promotional offer whilst simultaneously capturing permission-based user data through call to action ad formats such as email.

iLead launched in 2000 and has a proven track record executing more than 16,000 lead generation campaigns worldwide on behalf of brands such as Orange, T-Mobile, Nissan, Volvo, KLM, Snapfish, Dell, MBNA and many more. iLead collects over one million leads for clients every month and has offices in Austria, Denmark, France, Germany, Italy, Netherlands, Slovakia, Spain, Sweden, Switzerland, United Kingdom and the USA.

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