The Challenge

Since 1927, Volvo has been a brand driven organisation.

In Australia, Head Office set out strict brand guidelines to ensure everyone benefited from the Volvo brand and the ongoing global investment in the brand. However, dealers seeking to drive their own local area marketing needs were 'going rouge'. While these dealers were still in market, their advertising was not aligned with national campaigns nor the compliant dealers.

• Dealer / Head Office Tension
  This created a lot of tension between head office and these rouge dealers as well as the compliant dealers that felt they were having to pay extra than their rouge peers.

• Pre-approval costs and delays
  Because of the deteriorating relationships and manual processing, pre-approvals were becoming lengthy and frustrating.

Volvo Australia sought a wholistic solution that would bring all dealers into line and reduce friction and costs.

The Solution

Volvo Australia implemented Sesimi’s Digital Asset Management (DAM) and Creative Automation modules to address these challenges.

Key Actions Taken:

• Self-Service: Dealers had access to the platform to self-serve their content and leverage the Head Office provided templates. This allowed them to create compliant assets for their local area marketing needs.
• Automated Approvals: As all assets generated by the platform where 'compliant by design' these assets would be automatically approved.

Outcomes

Volvo Austarlia achieved transformative results through the implementation of Sesimi:

• "Halo Effect":
  A “halo effect” in their marketing where the consistency across national and dealer local area activities aligned creating greater awareness and brand equity.

• Dealer Satisfaction:
  With the rouge actors quickly adopting Sesimi because of the ease of use and power to create the assets they needed quickly, all dealers felt aligned and overall satisfaction went up.

• Faster Time to Market:
  Through the automated approvals and far fewer assets requiring approval, the dealer network was able to achieve a far faster time to market for local area campaigns and Head Office could deliver more campaigns throughout the year.

Reducing the time to create new assets to have new advertising in market in under 5 minutes from previously days and even weeks.

Client quote:

“Sesimi has been invaluable to us in a number of ways from giving us confidence that our brand will be executed in market without compromise to giving our dealers access to campaigns and a powerful tool that get them to market faster”