A small part for
a great weekend

Volvo Penta Europe is a part of the Volvo Group and the leading brand in the supply of engines and transmissions for the marine leisure activities of power boating and sailing.

Parts marketing is a major business area for our client. It is also one that is continuously under attack from pirate manufacturers and suppliers.

A strategy and campaign was developed and managed to differentiate 'original' parts from non-branded equivalents.

Because the campaign was included as part of a broader strategy of added value marketing, the promotional messages headlined the benefits in terms of a non-interrupted leisure time at risk rather than technical comparisons.

Point of sale and dealer support material was included within the programme that ran in eight languages in the European boating media. The campaign messages were also featured strongly at 14 boat show venues in Europe over two years.