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Posted by Robert
Rap News Network
2/27/2004 11:31:44 AM

Tags and topics realted to this article include Dilated Peoples.

Volvo Cars of North America, LLC (VCNA) turns to pop culture when it unleashes its advertising campaign for the all-new Volvo S40 at the beginning of March. Get ready to see a new and wild side of Volvo Cars through a campaign designed to appear to a target that loves cars and loves music. It's a campaign that is totally wired in a credible, yet unexpected manner.

With the launch of the all-new Volvo S40 VCNA is targeting a new, more youthful and diverse customer group than ever before. That's why a new style, a new voice, and a whole new attitude will be used in the advertising campaign. The creative and visual identity of the advertisements are inspired from entertainment genres like music videos and video games that are popular with the target audience. Volvo Cars is producing a commercial featuring the music of hip-hop band Dilated Peoples and creative guidance of music-video director Dave Meyers. Voiceover is done by well known rap artist LL Cool J. Additionally, a second commercial has been done with visual assets from the RalliSport Challenge 2 video game, available only on Xbox.

The marketing campaign is multi-faceted, covering television, movie theaters, magazines, billboards, the Internet, direct mail, partnerships with Virgin Megastores and Bloomingdale's, and even video games. The television aspect of the campaign will focus on national cable stations such as Comedy Central, E!, ESPN, The Learning Channel and VH1. It will also include TV ads in Volvo's top 20 markets on prime time shows such as CSI, Friends, Alias, Third Watch, ED and Will & Grace. In May, at the start of summer, ads will also be seen in movie theaters across the nation.

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