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THE NEW VOLVO XC60 From Sweden With Löv |
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Discover a beautiful car from a beautiful land Objective -Attract and update potential XC60 buyers with newsletters, banners and interactive content to keep the new Volvo XC60 'top of mind' over a 9 month period. -Create a pre-launch 'teaser' phase where we tell 6 unique stories about the car, in 6 different ways, to 6 different audiences. -Follow this pre-launch phase with an updated "From Sweden With Love" campaign site late 2008. Concept The campaign "From Sweden With Love" presents the new Volvo XC60 as the embodiment of Scandinavian design: built by people for people. So we first created a place called Löv - the 'spiritual home' of the XC60 - where you could interact with the people who created the car and see how Sweden influenced its unique design. Involving a variety of engaging video content, 3D modelling, Flash animation and Papervision interfaces, interactive special format banners and E-newsletter updates - as well as strategic seeding in automotive blogs and You Tube - the 6 pre-launch phases included: - An interactive 3D XC60 statue revealing PR photos and product info. - An animated demo testing user reactions against the XC60's revolutionary City Safety. - A colourful Midsummer love song with one simple message: Wait For Me. - A guided inspiration tour with Volvo's Chief Interior Designer. - A wild ride alongside four actual XC60 test drivers. - And an online jigsaw puzzle that became the world's first co-created Volvo XC60 Billboard offline. Then, when the XC60 finally appeared in Volvo showrooms, visitors to the updated campaign site received a unique personalised postcard; From Sweden With Love. And, by assembling and voting for their favourite XC60, a unique global database revealed the world's most loved XC60. The site has since attracted well over 2 million visitors - even before a single TV or print ad was seen. A true labour of Löv. |
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