A global debate spanning 36 markets with over 41,000 respondents, placing Volvo at the forefront of the autonomous driving conversation.
Since its founding in 1927, Volvo’s innovations have changed the automotive industry in each generation. From the three–point seatbelt, to whiplash protection, and city safety – everything Volvo does is designed around people. To protect them, make their lives easier and more enjoyable.
Find a way for Volvo to enter the autonomous driving conversation and launch their autonomous concept car with authority. Despite a heritage of pioneering technology, at the end of 2015 Volvo wasn’t recognised as a leader in autonomous driving.
Autonomous driving share of voice Q3 2015
The conversation on autonomous driving has so far been distracted with stunts and science–fiction. We felt a lot was going unsaid. What discussion there has been, society has had little input.
Volvo wanted to put people at the centre of the conversation for the first time. As a way to start the true debate on autonomous driving, the Future of Driving campaign began with 40 thought-provoking statements that highlighted topics other carmakers had shied away from. Presented first through Volvo owned channels and sponsored posts.
Next, through hijacked search terms for autonomous driving, we claimed a range of adwords and served the contrary argument.
Both of these events invited people to have their say at futureofdriving.com. Here, users were given 10 statements and asked to simply agree or disagree. After each answer, real-time results showed where they stood in relation to society.
A social listen and respond campaign enabled Volvo to connect with those already voicing their opinions. Where people questioned other brand’s visions of autonomous driving, we offered them a chance to join the debate.
Behind the scenes, a dashboard showed how perception towards topics varied between countries, and which responses were in–line with Volvo’s vision of autonomous driving. This valuable data will in turn help Volvo position products, services and communications in the future.
All autonomous cars should be ‘driverless’ cars12,820 RESPONDENTS
People should be able to take control of autonomous cars at any moment10,809 RESPONDENTS
Driving manually is a luxury that must be preserved13,246 RESPONDENTS
Driving is always a waste of time13,167 RESPONDENTS
All of this provided a foundation to launch Concept 26, Volvo’s first autonomous driving concept, presented at LA Auto Show.
With over 41,000 respondents from over 36 markets, Future of Driving has become the largest consumer survey on autonomous driving in the world. The debate also helped substantiate Volvo’s vision for Concept 26, leading to world-wide press coverage.
“The steering wheel stays. At least that’s what consumers say.”
“Volvo’s Future of Driving website hopes to gather more data about people’s comfort level with self–driving technology”
“Concept cars show off insane Future of Driving”
“If this is how the Future of Driving looks, count us in.”
Most importantly, the involvement from society has helped Volvo tip the scales on the autonomous driving share of voice. Overtaking Audi, Tesla, Mercedes and even Google. Volvo will soon release all of the data in the hope that it will contribute towards creating a meaningful future of driving, designed around people.
Autonomous driving share of voice Q4 2015
Download data gathered via Brandwatch