Black Friday is traditionally a US thing and is normally the 1st Friday after Thanksgiving and for millions of individuals Black Friday is the beginning of the Christmas shopping season, where retailers open early and offer promotions at discounts.


This year Volvo decided to run a ‘Black Friday The Swedish Way’ campaign, with specific offers on their 60’s range, S60, V60 and V60 Cross Country.
Digital Fire has worked with Volvo and their advertising agency for several years, where we continue to distribute email marketing campaigns, achieving great results that increase brand awareness, generates leads, test drive bookings and ultimately sales.

Client objective
• Increase awareness with regards to their Black Friday offers and the deals available on this day.
• Drive individuals to their nearest Volvo dealership.
• Increase test drive bookings.
• Drive traffic to their website to find out more.
• Increase sales.
Volvo wanted to promote the Black Friday deals, and approached Digital Fire for access to a highly engaged database. The objective was to send out a mailer that would subsequently lead to an increase in test drive bookings and vehicle purchases.

Target market
Digital Fire targeted mid to senior managers, CEOs, MDs etc. nationwide, but predominantly in Gauteng, Western Cape and KZN. The audience’s interests ranged from luxury cars, luxury goods, lifestyle etc.

Volvo’s agency created a great looking mailer and Digital Fire provided a database rental service to Volvo, giving the car manufacturer access to a highly engaged and carefully segmented audience.

Volvo’s email promotion was a great success. Digital Fire helped the car manufacturer achieve a 26% open rate and 3.11% click through rate.