NAUGHTY by Arnold Worldwide Amsterdam, Euro Rscg 4d Amsterdam for Volvo

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NAUGHTY

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Industry Cars
Media Promo & PR, Case study
Market Netherlands
Agency Arnold Worldwide Amsterdam
Agency Euro Rscg 4d Amsterdam
Director Scott Weintrob
Creative Director Bram De Rooij, Chris Carl, John Steward
Art Director Feike Kloostra, Neil Richardson, Roger Leebody - Arnold Boston - Luke Perkins
Copywriter Darren Reynoldson, Olly Farrington, Howard Ronay - Mike Mcgrath - Gerald Cuesta
Producer Bill Goodell, Jose Karsten, Tom Malt
Released March 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: VOLVO CAR CORPORATION
Product/Service: VOLVO S60
Agency: EURO RSCG 4D AMSTERDAM
Agency: ARNOLD WORLDWIDE
Date of First Appearance: Mar 2 2010
Entrant Company: EURO RSCG 4D AMSTERDAM, THE NETHERLANDS
Entry URL: http://www.prize-entry.com/naughtyvolvo_general/websites/
Agency: Euro RSCG 4D Amsterdam (Euro RSCG 4D Amsterdam)
Agency: Arnold Worldwide (Arnold Worldwide)
Agency: Sapient Nitro (Sapient Nitro)
Chief Creative Officer: Pete Favat (Arnold Worldwide)
Global Creative Officer: Stephen Ward (Arnold Worldwide)
Global Account Director: Don Lane (Arnold Worldwide)
Creative Director: Bram de Rooij (Euro RSCG 4D Amsterdam)
Creative Director: Chris Carl (Arnold Worldwide)
Creative Director: John Steward (Sapient Nitro)
Copywriter: Darren Reynoldson (Euro RSCG 4D Amsterdam)
Copywriter: Mike Howard (Arnold Worldwide)
Copywriter: Olly Farrington (Sapient Nitro)
Art Director: Feike Kloostra (Euro RSCG 4D Amsterdam)
Art Director: Luke Perkins (Arnold Worldwide)
Art Director: Neil Richardson (Sapient Nitro)
Producer: Jose Karsten (Euro RSCG 4D Amsterdam)
Producer: Bill Goodell (Arnold Worldwide)
Producer: Tom Malt (Sapient Nitro)
Production Company: LIMEY (LIMEY)
Director: Scott Weintrob (Limey)
Media placement: Website - Adv Banner Campaign; URL On TV & Print, (Worldwide) - March 2010
Media placement: Social Media - Facebook - March 2010
Media placement: Banners - Motortrend.com - April 2010
Media placement: YouTube - YouTube - February 2010
Media placement: TVC's - TV And Cinema, (Worldwide) - March 2010
Media placement: OfflineEvent (Subject60) - Print, Dealerships (Milan, Paris, Berlin, London, Milan) - May 2010
Media placement: Offline Event (Driving Days) - Print, Dealerships (Europe) - July 2010
Media placement: Banners (Naughty Rumours) - Worldwide - March 2010

Insights, Strategy & the Idea
Everyone knows Volvo makes safe cars. But with the all-new Volvo S60 campaign we set about shifting that perception to a car to have fun with. So we created the Naughty Volvo.
But naughty – like beauty – is in the eye of the beholder. You can’t just say you are naughty, you have to let people be the driver of what it means. So we created a unique social media campaign that crowd-sourced people’s suggestions on how naughty the S60 should behave.

Creative Execution
We created a series of online tests - showcasing the S60’s handling, performance and safety features. Site visitors dialed up the action for a naughtier and naughtier twist. On the final level, we invited people to tell us how naughty the S60 should behave.
We posted a top five, asked people to vote and filmed the most popular suggestions. Their comments – posted on Volvo’s Facebook page, YouTube and motortrends.com – helped create the level 4 films and also the resulting TV campaign.

Naughty content was spread across a variety of other touchpoints:
• a secret social experiment disguised as S60 launch parties to discover the Naughty Capital of Europe;
• banners inviting people to spread random rumours about their friends on Facebook;
• an S60 phone-line where people told us exactly how they liked it;
• local dealer events where people could get up to mischief behind the wheel.

Results and Effectiveness
We engaged hundreds of thousands of Volvo fans and car enthusiasts who interacted with the all-new S60, played with the naughty dial, posted suggestions and joined the discussions.

The site generated over a million visits and over 2.5 million views of the video content. Another 250,000 views of all the action was seen on automotive blogs, Volvo’s Facebook page and on YouTube. Wired.com’s Autopia even picked up on the campaign and ran a naughty survey.

Most tellingly, the content of the naughty campaign and the attention it garnered across the web generated over 25,000 new fans to Volvo’s Facebook page.