Harris Interactive Online Research Powers Award-Winning Volvo Ad Campaign

Ads aimed at gay audience snag an ARF David Ogilvy award

for exemplary use of market research

Apr 28, 2004, 01:00 ET from Harris Interactive

    ROCHESTER, N.Y., April 28 /PRNewswire/ -- Harris Interactive(R) research
 was recognized for driving the success of the award-winning Volvo ad campaign
 that specifically targeted gay, lesbian, bisexual and transgender (GLBT)
 consumers. The Volvo "Starting a Family" campaign received one of the David
 Ogilvy Awards for its innovative and exemplary use of research in advertising
 from the Advertising Research Foundation (ARF) at an awards dinner in New York
 City on April 27, 2004. Campaign partners accepted the award for second
 runner-up in the Considered Purchases category.
     Witeck-Combs Communications, Inc., a strategic public relations and
 marketing communications firm with expertise in the gay, lesbian, bisexual and
 transgender market, and Harris Interactive, a global market research and
 consulting firm, and creative agency Prime Access, were commissioned by Volvo
 to develop new strategies to reach this largely untapped consumer market.
     "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
     Harris Interactive online panel of more than 23,000 GLBT adults nationwide
 makes a difference
     "Empirical data on the demographic characteristics and consumer behavior
 of the GLBT population historically has been scarce and subject to a great
 deal of qualification," said Judith Ricker, Senior Vice President for
 Marketing Communications Research at Harris Interactive. "Our application of
 Internet-based research methods, using our online panel of more than 23,000
 GLBT adults nationwide, has significantly enhanced the quality and reliability
 of data available about GLBT consumers-a segment estimated to be 15 million in
 size with a buying power of $485 billion."
     Market segmentation and brand equity analyses
     Harris Interactive tapped both the general public and GLBT consumers
 nationwide to assess both similarities and differences in each group's views
 of the automotive market in general. Studies determined vehicle ownership
 patterns, attitudes and behaviors, as well as brand equity. Among premier
 automobile brands evaluated, Volvo was identified as a key brand to target to
 the GLBT audience.
     "The research findings enabled us to successfully develop and implement
 our comprehensive strategic marketing plan," said Wesley Combs, President of
 Witeck-Combs Communications. "Working together with Volvo, our team was able
 to provide the complete solution that resulted in a positive impact to the
 client's bottom line."
     Qualitative research, quantitative copy testing and tracking studies
     "Initially, we used online qualitative research with GLBT consumers to
 develop ideas, and copy testing helped us to understand how the resulting
 creative and messaging resonated with this audience on a variety of key
 measures," stated Ricker.
     A number of different ad concepts specifically targeting gays were
 developed. Both the quantitative and qualitative phases of the Harris
 Interactive research provided direction for the campaign strategy, and ongoing
 tracking studies have monitored its success.
     Volvo's "Starting a Family" print ads ran in national GLBT publications
 beginning 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 includes a sponsorship and
 affinity program with the Human Rights Campaign (HRC), the nation's largest
 and most respected GLBT rights organization.
     About Harris Interactive(R)
     Harris Interactive (www.harrisinteractive.com) is a worldwide market
 research and consulting firm best known for The Harris Poll(R), and for
 pioneering the Internet method to conduct scientifically accurate market
 research. Headquartered in Rochester, New York, Harris Interactive combines
 proprietary methodologies and technology with expertise in predictive, custom
 and strategic research. The Company conducts international research from its
 U.S. offices and through wholly owned subsidiaries-London-based HI Europe
 (www.hieurope.com), Paris-based Novatris and Tokyo-based Harris Interactive
 Japan-as well as through the Harris Interactive Global Network of independent
 market- and opinion-research firms. EOE M/F/D/V
     To become a member of the Harris Poll Online(SM) and be invited to
 participate in future online surveys, visit www.harrispollonline.com.
      Press Contact:
      Nancy Wong
      Harris Interactive

SOURCE Harris Interactive