AROUND THE WORLD by Euro Rscg 4d Amsterdam for Volvo

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AROUND THE WORLD

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Industry Cars
Media Promo & PR, Case study
Market Netherlands
Agency Euro Rscg 4d Amsterdam
Creative Director Bram De Rooij
Art Director Feike Kloostra
Copywriter Darren Reynoldson
Designer Antonio Costa Neto, Chris Pacetti, Robin Westerhoff
Released November 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: VOLVO CAR CORPORATION
Product/Service: DRIVE RANGE
Agency: EURO RSCG 4D AMSTERDAM
Date of First Appearance: Nov 16 2009 12:00AM
Entrant Company: EURO RSCG 4D AMSTERDAM, THE NETHERLANDS
Entry URL: http://www.prize-entry.com/driveATW_general/websites/
Creative Director: Bram de Rooij (Euro RSCG 4D)
Copywriter: Darren Reynoldson (Euro RSCG 4D)
Art Director: Feike Kloostra (Euro RSCG 4D)
Agency Producer: Nicole Siers (Euro RSCG 4D)
Designer: Robin Westerhoff (Euro RSCG 4D)
Designer: Antonio Costa (Euro RSCG 4D)
Designer: Chris Pacetti (Euro RSCG 4D)
Account Director: Jeff Dunlap (Euro RSCG 4D)
Project Manager: Katrin Buckert (Euro RSCG 4D)
Web Production Company: (LBi Gothenburg)
Media placement: Facebook Application - Online - 16 November 2009

Results and Effectiveness
With almost 600,000 views of a promotional trailer on over 500 sites worldwide, the game got off to a racing start. 134,000 people downloaded the application, making DRIVe Around The World the only branded application to reach the top 20 most popular Facebook applications during its campaign. In all, 63,000 teams experienced the benefits of the DRIVe range in a uniquely engaging way. DRIVe Around The World was a unique social experiment that proved teams made up of friends-of-friends could work together to benefit the environment, bringing to life Volvo’s new campaign line: ‘There’s More To Life Than A Volvo’.

Creative Execution
All players had to do was virtually drive their C30 DRIVe to a friend who lives as close to 1,333km away as possible; that’s the distance the efficient car makes on just one tank of fuel. Then, the car is passed on from friend to friend, moving from country to country, until it makes its way around the world. And, in the true spirit of adventure, we gave people only 80 days to try circling the planet. To reinforce the impressive environmental credentials of the DRIVe range, Volvo donated €15,000 in the winning team’s name to a wind farm project in Izmir, Turkey. And, for everyone who played, Volvo additionally offset 99g of CO2; so the more people played the better it was for everyone.

Insights, Strategy & the Idea
Our brief was to promote Volvo’s new DRIVe range of fuel-efficient cars within a social network, while at the same time supporting Volvo’s new campaign line “There’s More To Life Than A Volvo.” Our main objective was to create a simple game that was easy to play and pass along to a friend—a game where the message was not imposed onto the game play but was integral to the concept. And we wanted to tap into a broader social network mindset: how many friends is enough? Is your network of friends global enough to circle the planet? Based on the concept that any person is connected to everyone else in the world by only six steps, Volvo’s DRIVe Around The World game challenged people to find out how well connected they really are. Could they virtually drive around the world using only their network of Facebook friends?