Harris Interactive Online Research Powers Award-Winning Volvo Ad Campaign

Ads aimed at gay audience snag an ARF David Ogilvy award for exemplary use of market research

ROCHESTER, N.Y., April 28 -- 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 appreciation."

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.

   Press Contact:
   Nancy Wong
   Harris Interactive
   585.214.7316
   nwong@harrisinteractive.com

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