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A simple strategy really, If the kids are kept happy, then the chances of mum and dad being more focused and receptive to a sale, are increased substantially. So the idea of producing a ‘colouring in’ book for handing out at dealerships, is a simple, but clever one. There would be minimal branding and it would contain some pretty unobtrusive car references, but still remain interesting and cool to the young ones.
With the the kids content in the corner, colouring in, then the parents were more likely to have a promising conversation with the salesman regarding a purchase. The colouring in book was sketched up and spot colour printed on a recycled uncoated stock – with a small pack of colour pencils ‘glue-tipped’ on the front cover. Perfect for colouring in.
The kids loved it, the parents gained plenty of respect for the Volvo brand and the dealers probably made more sales.
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