AdWeek: Car Maker Eyes Youth in I-Effort

Volvo plans to begin a large campaign aimed at 35-year-olds that will focus on reaching the demographic online. A Volvo representative told AdWeek that the campaign would be similar in scope to Ford's XC90 SUV campaign, which wound up spending about $40 million. Like the Ford campaign, the creative will eventually leak out into some traditional media spots as well.

Sites slated for the large buy include Salon.com, Friendster, Gay.com, Blackplanet.com and Match.com. The agency account director responsible for Volvo's interactive efforts said that "These buyers are not watching a lot of TV. They are doing something else. We want to be in that environment."