“The C30 is Volvo’s boldest move in recent history,” said Lee Kuok Ming, CEO of 8RewardsRoad.com, which developed the site. “It is selling a car outside its core customer segment and the campaign - ‘Express yourself’ - reflects this sense of risk taking.”
The site, www.expressyourself.com.sg, combines user-generated video tools, online games and a live chat feature for users to speak to a Volvo representative. The site also includes a video uploading feature that encourages both negative and positive feedback. Fellow users can rate the videos with prizes given to the top-scoring entries.
Launched this month, the C30 is Volvo’s first foray into the compact car market, where it competes with Alfa Romeo, Audi A3 and Volkswagen Golf.
