DRIVE IT LIKE YOU HATE IT RE-IMAGINED by Grow Interactive for Google

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DRIVE IT LIKE YOU HATE IT RE-IMAGINED

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Industry Search Engines
Media Print, Magazine & Newspaper
Market United States
Agency Grow Interactive
Released June 2012

Awards

Cannes Lions 2012
Mobile Lions Tablets and Other Devices Bronze

Credits & Description

Type of entry: Tablets and Other Devices
Category: Tablets and Other Devices
Advertiser: GOOGLE
Product/Service: DISPLAY ADVERTISING
Agency: GROW INTERACTIVE Norfolk, USA
Advertiser GOOGLE
Product DISPLAY ADVERTISING
Entrant GROW INTERACTIVE Norfolk, USA
Type of Entry: Tablets and Other Devices
Category: Tablets and Other Devices
Title: DRIVE IT LIKE YOU HATE IT RE-IMAGINED
Advertiser/Client: GOOGLE
Product/Service: DISPLAY ADVERTISING
Entrant Company: GROW INTERACTIVE Norfolk, USA
DM/Advertising Agency: GROW INTERACTIVE Norfolk, USA
2nd DM/Advertising Agency: JOHANNES LEONARDO New York, USA

Amil Gargano (Independent Contributor)
(Rsa)
(House Of Hayduk)
(Google)

Brief Explanation
In Project Re: Brief we’ve reimagined Volvo's classic 'Drive It Like You Hate it' campaign through the story of Irv Gordon, a Volvo owner with nearly 3m miles on his 1966 1800S.

Users can view this ad in tablet applications on Google’s AdMob network, across both iOS and Android devices. They are shown the most relevant story from Irv’s life: for example, Automotive enthusiasts will relate to the story of Irv’s first 1,500 mile weekend in his 1800S, while the romantics at heart might find the tale of his 260 mile dinner date drive from Long Island to Baltimore more charming.

Built entirely in HTML 5, the app-like navigation allows the user to explore nearly 50 years in the life of a man and his car.

A unique feature of the ad is allowing the consumers to join Irv’s journey in real time, as he counts down to 3m miles.

Users can connect with Irv via his Google Plus page, and participate in the still unwritten stories in his trek. A GPS device installed on Irv’s car communicates with the ad, tracking both his real-time mileage, and plotting his location using Google Maps as Irv sets a new world record with every rotation of his wheels.

Irv’s love for driving is the focus of this campaign. So, every viewer is suggested personalized journeys based on his or her location, that recreate Irv's favourite routes throughout the US.

They can find a restaurant 260 miles from them, plan a family getaway, and of course, find their nearest Volvo dealer.

Directions for the route can be easily e-mailed and shared without leaving the ad.

Through Admob’s rich media ads, users can easily join Irv Gordon’s quest towards 3m miles, in a uniquely interactive way.