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VOLVO CARS RUSH - An Interactive Adventure |
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Objective With the start of the Volvo Ocean Race 2008-2009, Volvo gives us a seemingly impossible task: get the special edition cars in front of people who are not exclusively interested in sailing sports, yet still show the race and utilize its branding values. Concept In RUSH, we meet four members of a life rescue crew, who rush out to assist an Ocean Race boat at sea. They have four minutes to reach the lifeboat, driving in their Volvo Ocean Race Edition vehicles. Things go wrong and the user needs to help them out. From a split-screen overview showing each crewmember's narrative, the user zooms in on any of the four members, controlling the narrative to try to make the team work. In these four to five minutes of adventure, the user sees twenty minutes worth of film and sound. The user chooses between alternative pathways that change the crew's communication and actions. Promotional Plan A film-like trailer was seeded into car, sailing, gaming, and film communities. Dealer showrooms and the Volvo showroom in the Ocean Race villages displayed RUSH posters and had featured terminals where visitors could play the adventure next to the cars. Volvo's own media (VolvoCars.com and VolvoOceanRace.org) carried banner and editorial advertising. |
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