Volvo makes waves at the cinema

Challenge: Volvo needed to reinvigorate its image among car consumers with a positioning that meant more than safety and reliability.

Client: Volvo
Agency:
Mindshare
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.

Strategy
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.

Activity
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.

Results
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

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Share
Bauer launches daily football stats email The Equaliser

Bauer launches daily football stats email The Equaliser

Bauer Media has launched The Equaliser, a football-based daily email combining sports statistics and analysis, targeting desktop and mobile users.

Share
Mediacom takes over first ad break in ITV's Good Morning Britain

Mediacom takes over first ad break in ITV's Good Morning Britain

Mediacom has struck a deal with ITV to fill the first ad break of the channel's new breakfast show, 'Good Morning Britain', with spots for its clients.

Share

Get news by email