Titanium > Titanium
LIFE ON BOARD PROJECT
FUEL EUROPE, Amsterdam / VOLVO / 2005
Awards:
Overview
Credits
Overview
Audience
All brand image indices significantly improved vs Q1-Q2 2004.Ad tracking revealed strong positive consumer reactions to the campaign's content and more subtle, implicit, approach. This was accompanied by significant percentage increases in consumer consideration of Volvo products.Showroom traffic: +20% vs 2003 Internet visitors: +90% vs 2003Share of market increase: +12% vs 2003
CampaignDescription
Volvo distinguishes itself through its single-minded approach towards building cars for real people and for real-life challenges.We created the "Life on Board Project" to demonstrate how Volvo takes inspiration from people, their conversations, their ideas and their lives.
The Project documents seven conversations about life, between real people driving in a Volvo.Authenticity was crucial. Accordingly, we took the unconventional decision to reject actors, scripts, storyboards, special effects, stunts in favour of real people, real life and unscripted conversations.
Implementation
Our communications strategy served to expose the target group to the breadth and depth of Project material as quickly as possible.
For this reason, assets in many different formats to enable this time-poor, discerning target group to explore the wealth of Project material in a user-friendly manner.Project premiered at Paris Motorshow in time with T-T-L activities.
The Volvo Website hosted the full Project experience, but Project material was also available on a PDA microsite, DVDs in national press and as in-flight entertainment (market first!).
Offline and online activities served to drive traffic to these Project hubs.
MediaSpend
62 million U.S. Dollar
SpecialCredits
Please see print-outs in entry package for detailed credits per film.Thank you
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