VOLVO

S60 LETTERS CAMPAIGN​

Agency: Grey NY

ECD: Matt O'Rourke

GCD: Amiee Fay

AD: Amiee Fay

CW: Sandy Fischer

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For the launch of the newly redesigned S60, the client wanted to say thank you to the employees at the Charleston plant where the S60s were rolling off the assembly line. They asked us to brainstorm some gift ideas, but we went much further than that. We found a unique way to engage and excite employees while letting them know they are valued and appreciated for all they do. We asked employees write personal letters to future S60 owners expressing their pride and describing the role they had in the vehicle. Each new Volvo S60 would be given to its new owner along with one of these letters as a surprise and delight. Employee participation was overwhelming, but we didn't stop there. We selected 20 of the best letters and those employees had a professional photo shoot. We then featured them in larger-than-life size at the LA Auto Show. We also ran digital billboards in the Charleston area that scrolled through every employees name to give each of them their own 30 seconds of fame.

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These letters were so well received by new owners, that they did something we never imagined – they wrote back to the employees. 

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