To reposition Volvo as a key luxury player in the automobile industry, a conversational interface was set up in Quartz’ news app so that users of the app were greeted with an SMS-style conversation about the new S90 luxury sedan. The campaign had an overall click-through rate of 2.57% from the Quartz Mobile News App to the Volvo S90 landing page.
Publisher/Agency: Quartz / Mindshare Campaign: VolvoQZApp Brand: Volvo Country: USA
The mission was to differentiate the S90 via an innovative and luxury-focused program.
The mission was to reposition Volvo as a key luxury player in the automobile industry by introducing the S90 as a luxury sedan.
Volvo’s sponsorship of the app during the month of November included an opening display unit that greeted users along with an SMS-style conversation about the S90 once users had fully caught up on the news of the day. This campaign pioneered a new form of in-app native advertising.
Users interact with the app, which shares specific details about the innovative S90 features via SMS-style chat messaging, with the option for continued conversation.
The conversation shared information regarding the S90’s semi-autonomous driving equipped with Pilot Assist.
Quartz Mobile News App
Content distribution & promotion efforts
Display units also appeared across qz.com showcasing the exciting new tech features and luxurious feel of the S90.
Size of team involved
6-8 people involved from Quartz
This campaign pioneered a new form of in-app native advertising.
The campaign was a success, yielding an overall click-through rate of 2.57% from the Quartz Mobile News App to the Volvo S90 landing page.
This also marked the first campaign on the Quartz Mobile News App where users actively engaged directly in a conversation powered by an advertiser.
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