The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

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2016 One Show - Cross-Platform

Interception

Agency Grey / New York

Client Volvo
BACK TO RESULTS

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.