The all-new Volvo V60 sports wagon
The Twilight Saga is one of the most popular film franchises and once again in the 3rd movie in the series “Eclipse” Edward Cullen drives a Volvo XC60.
Search on the Internet using the string “Volvo/Twilight/Eclipse” and you will get more than two million hits, including photographs and lengthy fan discussions even of the exact colour nuance of Edward Cullen’s Volvo. The interest is astonishing.
“The opportunity to participate in such a successful film franchise wonderful. Since Edward drives a Volvo in the novels, our participation is both credible and logical,” says Oliver Engling, project manager for Volvo Car’s “Lost in Forks” promotional campaign that is tied to the upcoming release of The Twilight Saga: Eclipse which has its world premiere on June 30. The South African premier takes place on the same day and this is an excellent opportunity for Volvo Cars to launch one of its most entertaining marketing campaigns to date.
In the novels, the hero Edward Cullen drives a Volvo S60R – the previous S60 model. However, when the time came to make the films, Volvo was no longer producing the S60R so a Volvo C30 was used in the first film and a Volvo XC60 in the next two.
Volvo Car’s appearance in the first film in the franchise, Twilight, led to increased sales of the Volvo C30 at several Volvo dealers worldwide. After the release of The Twilight Saga: New Moon, dealers reported increased interest in the Volvo XC60 and noted that customers came to showrooms to photograph their children in the “Twilight cars”. Volvo is being increasingly perceived by youngsters as “cool”, and parents of teenagers are showing increasing interest, thanks to the enthusiasm of their kids.
“Above all, of course, we are really pleased that the image of the Volvo brand has changed among many of the young people who in a few years’ time will be our potential customers. They perceive the brand as attractive and one that stands out from the crowd,” says Oliver Engling.
In South Africa, Volvo Cars has, as a direct result of its involvement with the Twilight Saga, had great sales success.
South African Volvo dealerships are again making the most of this new and fun campaign. With the third installment of The Twilight Saga: Eclipse, being released in South African cinemas on 30 June, Volvo dealerships around the country are being decked out in posters and banners promoting our favourite Vampire’s latest Volvo wheels – a sleek Saville grey Volvo XC60.
Also keep an eye out for the Eclipse / Volvo commercial playing in cinemas around the country.
Win, win, win!
Since the primary target group of the films consists of young adults, Volvo Cars has chosen to place the heart of its marketing campaign on the Internet.
Starting on 22 June 2010, just a few days before the premiere Volvo Cars kicked off an online competition with the participants required to navigate their way through the town of Forks in search of the Cullen’s house. This competition is global but with local prizes available to local entrants.
Volvo Car South Africa will be running not just one but two exciting competitions as part of our The Twilight Saga: Eclipse campaign.
The “LOST IN FORKS game” – play online to win an all-inclusive paid trip to SEATTLE
This competition is being done in conjunction with our partners – Student Flights and Exclusive Books. Seattle is the town in which Eclipse was filmed, and the town of Forks just outside of Seattle, is where most of the action takes place.
Competition runs from 22 June till 16 July. Visit www.volvocars.com/lostinforks to enter.
As well as the “WIN a Volvo C30” competition – by answering a question via sms
In conjunction with our media partners – M-Net, Nu Metro Films, The Sunday times and The Times, Volvo Car South Africa wants to give one lucky winner a brand new Volvo C30.
To enter: watch M-Net for the question & answer and visit www.volvocars.co.za for more details on how to enter. Competition runs from 07 June till 31 July.
About THE TWILIGHT SAGA: ECLIPSE
In THE TWILIGHT SAGA: ECLIPSE, directed by David Slade from a screenplay written by Melissa Rosenberg and starring Kristen Stewart, Robert Pattinson and Taylor Lautner, Bella (Stewart) once again finds herself surrounded by danger as Seattle is ravaged by a string of mysterious killings and a malicious vampire continues her quest for revenge. In the midst of it all, she is forced to choose between her love for Edward (Pattinson) and her friendship with Jacob (Lautner) – knowing that her decision has the potential to ignite the ageless struggle between vampire and werewolf. With her graduation quickly approaching, Bella is confronted with the most important decision of her life.
About the TWILIGHT SAGA film series
The TWILIGHT film series stars Kristen Stewart and Robert Pattinson and tells the story of 17-year-old Bella Swan who moves to the small town of Forks, Washington to live with her father, and becomes drawn to Edward Cullen, a pale, mysterious classmate who seems determined to push her away. But neither can deny the attraction that pulls them together…even when Edward confides that he and his family are vampires. The action-packed, modern day vampire love story TWILIGHT, the first film in the series, was released in theatres on November 21, 2008 to a blockbuster reception. The second instalment of the film franchise, THE TWILIGHT SAGA: NEW MOON was released 20 November, 2009. The franchise has grossed over $1.1 billion in worldwide box office ticket sales to date.
About Volvo Car South Africa
VCSA is a premium Swedish brand with a very warm heart. Our core values are safety and environmental care – both of these are about caring really – about people’s lives and about the future.
There’s more to life than a Volvo. That’s why you drive one.
The Volvo C30 sports coupé
The Volvo C70 convertible coupé – two gorgeous cars in one
The Sedans: the versatile Volvo S40, the soon-to-be-launched (end 2010) sexy & sporty Volvo S60 & and the elegant Volvo S80
The Volvo V50 – the coolest station wagon on the road
The Cross-Overs: the wildly popular Volvo XC60 that stops traffic and itself with City Safety, and the go-anywhere XC70 and the best 7-seater ever – the XC90