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Volvo will target under-35-year-old buyers looking to trade in their VW Jettas, Honda Accords and Toyota Camrys with an Internet effort that breaks this week for its redesigned S40 sedan.
Ads will run on more than 30 youth-skewing lifestyle Web sites, the initial salvo in a five-month campaign from Messner Vetere Berger McNamee Schmetterer Euro RSCG in New York. The effort also includes TV and print, which will launch in March, an Internet movie, grass-roots marketing, a direct-mail drop to 500,000 prospects and S40 owners, and a cross-promotion with Virgin Megastores—all with a pop-culture theme.
Spending was not disclosed.
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