Volvo is launching an ad campaign incorporating 2D barcode technology to promote its C70 Coupe Convertible. Marketing communications agency HH&S is managing the 2D code function as part of the campaign to link print ads directly to the mobile Internet.
The ads, which will be placed in a number of specialist motorist titles including Autocar, Top Gear and What Car, will invite readers to text VOLVO to 60777 and follow links to download a free 2D code reader to their mobile phone. The technology will be used to encourage readers to view video footage of the car and allow them to request a test drive.
Consumers reading the press ads will be able to snap on a 2D barcode with their mobile phones and connect to video content of the C70 and request a test drive, says  HH&S Managing Director, Mike Halstead.  
The campaign, created by Mindshares Invention Group with creative designed by Nitro, breaks in the UK tomorrow, and in Germany and Spain later this month.It will run for three months. It is constructed around the idea that consumers should open up to new experiences. Based on the concept of open up and come alive, the creative indicates the roof opening on the car to reflect the opening of minds.
The use of the 2D codes will make the press campaigns work harder, says Volvo Cars Corporation Global Investment manager, Paul Walder. Consumers in the market for more information can move swiftly from an offline to an online environment and can immediately view richer content.
The use of this new technology in media makes a nice fit with the advanced technology in the Volvo C70. There will also be some very valuable metrics off the back of the campaign.”