Direct > Channels
GREY BRAZIL, Sao Paulo / VOLVO / 2022
Overview
Credits
Why is this work relevant for Direct?
We turned the electric socket, a small ordinary object that is everywhere, into a new media space, directing people to an interactive experience that launched the New Volvo C40 Recharge in Brazil. We collected data about the main electrification barriers in the country, and the most asked doubts, and created our experience based on that, bringing people closer to our car and the electrification universe as well.
Background
The electrification world is wonderful. But not in Brazil, where there are a lot of barriers and doubts about electric cars. For people who live here, these cars are dangerous, not functional, have no power and can even give you a shock. It's a distant reality for them.
To launch the New C40 Recharge in Brazil, we needed to bring it closer to them.
Describe the creative idea
We turned an ordinary object that is everywhere, the electric socket, into a new media space, bringing people closer to the C40 Recharge's electric world.
In one click, people enabled their phones' cameras and got teleported to this interactive experience, that launched our pure electric car to the whole country, instead of a traditional campaign.
We collected data about the main electrification barriers in Brazil and created our experience based on that, bringing people closer to our car and the electrification universe as well.
For the first time, a simple electric socket launched a car.
And from now on, it becomes a brand hub for electrification. Sales, brand experiences, gamified promos, services. All accessible through this icon, demystifying electrification.
Describe the strategy
We collected data about the main electrification barriers in the country and created our experience based on that, bringing people closer to our car and the electrification universe as well.
We then used influencers and social media content to spread the word about the idea, inviting everyone to swipe up and point their phones at any outlet to discover and purchase the C40 Recharge.
Describe the execution
The idea started running on the whole country on March 16th and is still going on. We used the biggest influencers in Brazil and social media content to invite everyone to swipe up and access their electric sockets, generating millions of unique users and making the C40 Recharge sell out in most of the countries in Brazil.
List the results
- 354.000 hours spent on the experience (average: 46 seconds).
- 471.000 unique users.
- The most searched electric car.
- “As simple as that”. Forbes tech editor.
- Sold out in one month.
More Entries from Use of Ambient Media: Small Scale in Direct
24 items
More Entries from GREY BRAZIL
24 items