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Volvo S60 Blind Preview |
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How Do We Create Buzz About a Car That No One Can See? Objective Our challenge was to create buzz about the all-new Volvo S60 up until its official release in early 2010; yet we had to do so without showing actual images of the car as its design needs to be kept secret. Strategy Show the car to a unique person who serves as a medium to the public and make this event worth speaking about. Concept Images of the entirely reinvented Volvo S60 need to remain secret until its launch, so we came up with an abstract way to provide the public with a vision of the car. Esref Armagnan, a Turkish painter who was born blind, taught himself to draw in perspective. We invited him to experience the S60 by touch and then recreate what he felt on canvas. Over seven days, he reproduces his interpretation of the S60 to show the public what they cannot see. A five-minute documentary narrates this fascinating creative journey at the Volvo Design Centre in Gothenburg. The documentary is shared with the public in two parts. First, a trailer is seeded on blogs and posted on the Volvo Facebook fanpage as well as on YouTube, ideally building momentum and curiosity about the project while expanding the Volvo Facebook fan base. Later, the full documentary is released and an update is seeded on blogs, Facebook, and YouTube. Volvo Facebook fans are notified and participate to spread the trailer virally. Finally, the S60 documentary is placed on the Volvo website to encourage visits and sales leads. Volvo intends to sell Esref’s painting of the S60 on eBay with proceeds benefiting the World Blind Union.Results As of November 12th, the trailer has been viewed by more than 71,000 people and the documentary generated 77,500 views. |
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