Volvo Cars of North America Honored by Advertising Research
'Starting a Family' First Gay Campaign to Win Prestigious
David Ogilvy Award
NEW YORK, April 28 -- Volvo Cars of North
America, LLC (VCNA) received the esteemed David Ogilvy Award
for its innovative use of research in advertising by the
Advertising Research Foundation (ARF) at the ARF David Ogilvy
Awards Dinner at Cipriani 42nd Street in New York City on
Presented to advertisers and their partner
agencies, the ARF's David Ogilvy Awards strive to showcase
successful, innovative research-driven ad campaigns. Volvo's
"Starting a Family" ad that specifically targeted
gay, lesbian, bisexual and transgender
(GLBT) consumers through a series of gay-specific images
and copy was selected by the ARF for its exemplary research
use in shaping and assessing its GLBT marketing communications
"We wanted to better understand how
to leverage the buying power of this very brand loyal market.
We did so by further analyzing this market, via one of the
most comprehensive studies of GLBT consumers," stated
Vic Doolan, president and CEO of Volvo Cars of North America.
"As a result, we crafted a compelling story effectively
communicating the core values of the Volvo brand while speaking
credibly and intelligently to this unique consumer segment.
The 'Starting a Family' campaign speaks directly to GLBT
consumers about Volvo's diverse family of vehicles, with
a goal to increase consideration and appreciation."
Volvo partnered with Witeck-Combs Communications,
Inc., a strategic public relations and marketing communications
firm with special expertise in the gay, lesbian, bisexual
and transgender market, and Harris Interactive(r), a global
market research and consulting firm, to develop and implement
their comprehensive strategies to reach this largely untapped
"Volvo is a model for other corporate
marketers who are looking to reach the gay and lesbian consumer,"
said Wesley Combs, President of Witeck-Combs Communications.
"This was a true collaboration. With our strategic
research partner Harris Interactive, and advertising partner,
Prime Access, Inc., we developed a comprehensive GLBT-specific
campaign based on a solid foundation of research. The application
of Internet-based survey research methods has had a significant
impact on the extent and reliability of data available about
GLBT consumers, a segment estimated to be 15 million strong
with a buying power of $485 billion."
Volvo's "Starting a Family" print
ads began running in national GLBT publications in May 2003
and continue to run today. The print campaign was accompanied
by an integrated online initiative called "Volvo Family
Portraits" on Advocate.com in the fall of 2003. The
campaign included a sponsorship and affinity program with
the Human Rights Campaign (HRC), the nation's largest and
most respected GLBT rights organization.
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