SUBJECT60 by Euro Rscg 4d Amsterdam, Jung, Knock for Volvo

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SUBJECT60

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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 Jeroen Thissen
Copywriter Dom Nash
Agency Jung
Agency Knock
Creative Director Erik Rune, Kristoffer Holfve, Michael Stoll
Copywriter Roger Leebody - Arnold Boston - Dave Register
Released August 2012

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: VOLVO
Product/Service: CAR LAUNCH
Account Director: Jonas Sevenius (Jung)
Strategic Advisor: Linda Waxin (Jung)
PR Advisor: Alexander Stempel (Jung)
Creative Director: Bram de Rooij (Euro RSCG 4D Amsterdam)
Copywriter: Roger Leebody (Euro RSCG 4D Amsterdam)
Copywriter: Dom Nash (Euro RSCG 4D Amsterdam)
Art Director: Jeroen Thissen (Euro RSCG 4D Amsterdam)
Account Director: Dev Malhotra (KNOCK)
Creative Director: Kristoffer Holfve (KNOCK)
Creative Director: Michael Stoll (KNOCK)
Creative Director: Erik Rune (KNOCK)
production manager: Susan Norrgårds (KNOCK)
Media placement: First Of Five: Event Invitation And Teaser Trailer - Targeted Opinionleaders - 06 May 2010 On First Market
Media placement: First Of Five: Seeding Of Trailer And Press Release To Marketing/trade Media - Inc. DigitalBuzz, Berlin Unlike, United Networker, Berlin Fashion TV, Londonisco - 13 May 2010 On First Market
Media placement: First Of Five: Activation Of Collaborating Bloggers/AR App - Selected Blogger Partners On Each Market - 14 May 2010 On First Market
Media placement: First Of Five: Event - The Station, Berlin, Germany - 27 May 2010 On First Market
Media placement: First Of Five: Seeding Of Event Content - Inc. Vouge, Rolling Stone, MTV, VICE, ELLE, Les Mads, Star Magazine, GQ.com, Ten - 28 May 2010 On First Market
Media placement: Press Release/pr-Kit Survey Media Pitching - Inc. Le Parisien, NEO 2, Gentleman, H Magazine, Cool Stuff Around - 8 July 2010 On All Markets

Summary of the Campaign
With a harsh insight telling Volvo that safety alone didn’t sell enough cars, Volvo wanted to start a long term repositioning journey and fill the brand with more emotional associations that appeal to a modern consumer’s identity.

Volvo created the Subject60 – a tour travelling Europe hitting five cities with five lavish parties in five weeks.

Subject60 was built in three phases to maximize involvement and storytelling. An augmented reality-based teaser campaign was created together with top lifestyle bloggers to hunt for tickets hidden around the cities of Berlin, London, Milan, Paris and Madrid.

The tour itself featured two hero ambassadors: artist Lykke Li and high profile blogger Face Hunter. With exclusive guest lists and an intriguing labyrinth production the buzz was secured. Karaoke-cars and pose-cars enhanced the picture and video viral effects.

The tour was revealed to be a behavioural experiment. Integrated into the event design were secret experiments, tracking the guests’ naughty behaviour – all of them observed by an anthropologist.

Subject60 proved to be the jump-start for a revitalised brand Volvo was aiming for. The storytelling, both on and offline was tantalizing. The editorial coverage counted to way beyond 400 articles.

The Situation
The launch of the all-new S60 aimed to be a turning point for Volvo, world known for its safety standards. With a harsh insight telling Volvo that safety alone didn’t sell enough cars, the company wanted to start a long term repositioning journey and fill the brand with more emotional associations that appeal to a modern consumer’s identity.

The desire was to win new groups of people in Volvo key markets, picky trendsetters making careful consumer choices for themselves as well as for their peers, and to give them opportunities to tell the story of the new "Naughty Volvo".

The Goal
The general objectives of the campaign was to 1) increase awareness of the all-new S60 and 2) support the positioning of the S60 as the “Naughty Volvo”

Quantative goals consisted of:
- Inviting and interact with 2000 opinion leaders from Europe’s creative crème de la crème through storytelling events
- Getting 100 prioritized media to attend the events
- Establish collaborations with 25 European influential lifestyle bloggers
- Communicating key messages through 175 articles and blog posts in targeted media
- Achieving 50 pieces in broad media through activation post event.

The Strategy
The strategy was obvious and the foundation of the concept; to start a long term repositioning journey and fill the brand with more emotional associations.

The tactics were to identify key opinion leaders within influential groups that represent what the new Volvo wants to stand for, and to create mechanisms and content to make it easier for them to pass down the story.

Germany, Great Britain, France, Italy and Spain are key markets for Volvo, which at the same time Volvo on those markets has low brand equity and awareness within the target group.

To reach the target group and to make them tell the story demanded a plan that made it possible for Volvo to meet those choosy consumers on their home turf in a credible way. We had to make sure the audience perceived that Volvo had changed and that it could be "naughty".

Execution
Subject60 – a tour travelling Europe hitting five cities with five parties in five weeks during May and June 2010.

Subject60 was built in three phases to maximize involvement and storytelling. A teaser campaign created together with top lifestyle bloggers invited the target group to hunt for tickets hidden in naughty places prior to events around Berlin, London, Milan, Paris and Madrid. The tickets could only be found through an augmented reality application.

Subject60 featured ambassadors Lykke Li and Face Hunter. With exclusive guest lists and an intriguing labyrinth production the buzz was secured. Karaoke-cars and pose-cars enhanced the viral effects.

To make the story even bigger, the five parties were revealed to be a behavioural experiment. Integrated into the event design were secret experiments, tracking the guest’s naughty behaviour – all of them observed by an anthropologist. The experiments were supported by an extensive quantitative survey.

Documented Results
During May through September 2010, 427 media pieces have been registered on the five markets within the framework of the concept.
– Key message "The all-new Volvo S60 is the responsible Volvo having fun" has been connected to 58% of the pieces
– "Through the Subject 60 Tour, Volvo is re-positioning its brand and launching its all-new Volvo S60 as "The naughty Volvo" has been connected to 41% of the pieces

– 3,232 opinion leaders within the creative sphere attended the events (target: 2,000+)
– 292 media (target: 100)
– 24 collaborations with European top bloggers (target: 25)
– 144 articles on the event in lifestyle media (target: 50)
– 73 articles solely dedicated to the S60 (target: 50)
– 200 blog posts on the event (target: 125)
– 106 articles through activation of behavioural survey (target: 50)

The waiting list for the all-new Volvo S60 is a crowded success story.