Volvo sets plans for BMW-like Net film

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[Frankfurt, Germany] Volvo is close to signing a contract with a major movie director to shoot a mini-film for the Internet that will serve as the backbone of next January's launch of the all-new S40 sedan. The Web will play an integral role in the overall launch, which will also contain print and outdoor efforts. The Swedish marque, owned by Ford Motor Co., is going online because the S40's target market of 27- to 35-year olds are heavy users of the Internet, said Lex Kerssemakers, Volvo Cars' VP-global marketing. Volvo's agency, Havas' MVBMS Fuel Europe, Amsterdam, has already written a script for the film, which will emphasize the Scandinavian design of the car's premium interior, unlike the action equity highlighted by BMW in its celebrated Web series "The Hire." To date, more than 45 million people have visited bmwfilms.com to watch the shorts.
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