Lead planner: Luke Tipping
To this end, it launched its new proposition "Life Is Better Lived Together", which aimed to position Volvo as a car for people who find happiness in sharing experiences with others. Volvo prides itself on its heritage of caring for the lives of drivers and passengers. This message is the essence of the new era for the brand and Mindshare's challenge was to give this ethos substance.
Mindshare could not communicate the "life is better lived together" message to an audience that only believes in brands that "do" through advertisements alone. Therefore, the agency developed Europe's first live cinema game. The aim was to provide a fun and unique way to bring the concept of togetherness to life, through helping consumers share happy and positive experiences.
The interactive cinema gaming experience ran just before the family blockbuster Ratatouille. In the game, audiences became human joysticks who engaged with Volvo by collectively waving their arms in the air to guide the car around an adventurous terrain, collecting items and points along the way. Twelve cinemas around the UK battled against each other during the live event, which made history as the first time cinema audiences had competed against each other. The winning cinema was the one that moved together in unison - proof that life is better lived together.
Research from The Brand Experience Lab showed that 37% of participants in the game said they were more likely to consider purchasing a Volvo, while 74% said they had more fun playing a game before a film than watching an advertisement. According to full-service public relations company Hill & Knowlton, the PR generated through press and online generated 33 million opportunities to view the campaign.
Luke Tipping, lead planner, Mindshare