Media > Use of Media
LIFE ON BOARD PROJECT
FUEL EUROPE, Amsterdam / VOLVO / 2005
Overview
Credits
Overview
Audience
Break away from vanilla marketing to create a brand unique dialogue with a mobile business target group. Provoke brand reappraisal by exposing consumers to Volvo's focus on building cars for real life challenges, and the reality of the modern Volvo experience. Increase product consideration and dealership traffic.
Effectiveness
All brand image indices significantly improved vs. Q1-Q2 2004Showroom traffic: +20% vs 2003Sales: +36% vs 2003 Internet visitors : +3.3 vs 2004 average / +90% vs 2003Share of market increased +12% vs 2003
Execution
Keeping with the spirit of the core creative concept, our media approach was to present Life on Board as a Project, not as a traditional campaign. This created a clear focal point for the campaign, facilitating easy consumption of the wealth of creative assets, while ensuring continuity in the consumer experience as and when more films came online. It also served to transform the campaign into a quality consumer experience.
MediaEffort
Volvos website represented the communications hub, but digital media provided additional environments for this target group.3D plasma screen experience in BA business lounge linked to mobile / inflight activity: lounge screening of film trailers; trailers and additional film material sent to mobile phones (Market first); users could select channel inflight and watch the films in full (Market first); PDA Microsite for trailers, brochure and test drive requests.
MediaStrategy
Deeper, interactive communication with a time-poor, discerning, upmarket target was essential.
Our strategy created many direct gateways into the Project in the course of the target group's busy mobile and business lives. It also ensured they were exposed to the full depth of the Project by incorporating more dynamic and content rich media: DiTV in UK, distribution of DVDs of the films in Sunday supplements, using eight-page bound inserts, etc.
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