While a well-known and respected brand globally, Volvo was suffering from low awareness in the U.S., one of its largest markets. Though it could not make the financial commitment of a television spot during the Super Bowl, it needed an idea that would allow it to be part of the discussion of the biggest advertising day of the year. We brought forward a campaign that hijacked our competitors’ ads, and used Twitter to show American consumers what really matters to Volvo.
Our client challenged us to use non-traditional tactics to address the marketing objective of re-introducing the brand in the U.S. With very limited spend, Volvo needed to create buzz and awareness for the brand in a highly competitive space. Ideally this would lead to increased sales of its priority model in the U.S. market, the XC60 Crossover.
Because Volvo’s focus has been and remains on the people who drive its vehicles, instead of spending money on a Super Bowl spot they would use those resources to put their cars in the hands of those who deserve them. Rather than a standard giveaway, however, Volvo leveraged Twitter to allow consumers to nominate others to win instead of themselves. By tweeting during competitors’ ads using #VolvoContest, users could win a brand new XC60 for someone who inspires and motivates them.
Launch videos were seeded in online video and through our owned social channels --CRM channels messaged brand loyalists to engage with and share our program -- PR generated buzz around the initiative, including an integration with the Jimmy Kimmel Live show --All communications drove to a mobile optimized landing page experience keeping consumer updated on when to participate.
In 4 hours, we received 50,000 tweets with the program hashtag (the most of any automotive brand), and trended both nationally and globally -- With over 80 pieces of coverage, the program received nearly 200MM earned media impressions.
- 50,000 tweetsin 4 hours
- 200MMearned media impressions