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.
SOURCE Harris Interactive