SILVER: Volvo submitted by MPG & Media Contacts, New York
In 2009, Volvo launched its first crossover vehicle, the XC60, which introduced new safety technology – City Safety — to prevent collisions between 10 and 20 MPH. To support the launch, media had to be innovative, measurable and resonate with the target in a unique way. Aligning with existing social media channels to bolster viral reach and awareness of the XC60’s product features was critical. The campaign created the first homepage takeover unit on YouTube and incorporated Twitter within that unit. While targeting the New York Auto Show, Twitter became a one-to-one consumer touch point as car enthusiasts related their comments and experiences after test driving the XC60. Volvo saw a tangible sales increase in the key months following the campaign launch.
In 2009, Volvo launched its first crossover vehicle, the XC60, which introduced new safety technology – City Safety — to prevent collisions between 10 and 20 MPH. To support the launch, media had to be innovative, measurable and resonate with the target in a unique way. Aligning with existing social media channels to bolster viral reach and awareness of the XC60’s product features was critical. The campaign created the first homepage takeover unit on YouTube and incorporated Twitter within that unit. While targeting the New York Auto Show, Twitter became a one-to-one consumer touch point as car enthusiasts related their comments and experiences after test driving the XC60. Volvo saw a tangible sales increase in the key months following the campaign launch.