Volvo Trucks: Launching VM
Campaign details
Agency: Marketdata Solutions BrasilClient: Volvo TrucksCategory: Automotive
Executive summary
This case study describes how Volvo Trucks, one of the largest truck companies in Brazil, created a data-driven marketing campaign to launch its VM range. The challenge of launching the new trucks in a poor economy was quantified by the drive to sell 100 trucks at US $125,000. Data analysis helped to identify customers most likely to need a new truck, and targeted mailings sent detailed the benefits of VM trucks for their needs, enclosing details of their nearest retailers....