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Category
Consumer - Experiential Advertising / Events & Competitions
Annual ID
CP16001G
About the Work
Our objective was to bring Volvo, a quiet and often forgotten brand, to the public's attention. And to do it during the Super Bowl, when brands spend $4.5 million for 30 seconds of airtime. We decided to take that ad momentum, and utilize smart second-screen tactics to swivel attention away from competitors throughout the game. It was the ultimate ad interception. Instead of focusing on spending TV money to get attention, we went online to offer people the chance to give a new Volvo to a person who matters to them, aligning with Volvo's position as a brand that focuses on what matters to people. Reaching out to a new audience on a new stage meant different tactics. Online video and PR let people know about our Super Bowl plans, and hyper-targeted social efforts during the game would help drive actions and engagements within our promotion.
2016 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Grey / New York
Production Company
Click 3X / New York
Art Director
Michael Kushner
Denise O'Bleness
Chief Creative Officer
Tor Myrhen
Andreas Dahlqvist
Creative Director
Brian Eilbott
Director
Wyatt Newman
Executive Creative Director
Rob Lenois
Rob Perillo
Sound Designer
Dante Desole
Creative Team
Per Pedersen
Christopher Ross
Mike Giannone
Carlo Johnson
Vanessa Rodriguez
Brenda O'Donovan
Benjamin Michaels
Ed Einhorn
Steve Hafner
Gray Hirshfield
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