by CorpComms on 25/11/2010 00:00:06 in CorpComms Online
Unveiling the Volvo S60 at the Geneva Motor Show 2010
Agency: Ogilvy Public Relations Worldwide
Helen Dunne is the editor of CorpComms Magazine, follow her tweets here @CorpCommsMag
With media coverage dominated by product recalls and falling car sales at the time of the 80th International Motor Show in Geneva in March, Volvo took the decision to embrace the debate when launching its new S60 model. An integrated campaign, using both broadcast PR and online video techniques, linked the launch of its unique pedestrian detection system to safety and its imminent buyout by China's Geely Holding Group to business growth. This ensured that Volvo dominated the airwaves, as it positioned the launch of S60 as a milestone moment for the brand. Judges said Volvo 'owned the debate' with its 'excellent campaign and stand out results'.
Cameramen captured broadcast footage at the motor show, while a 'prosumer' camera was used to create an insider's view of the event that was deemed more suitable for social media. But the filming was far from ad hoc, strong story angles were created and video content relevant to different countries was prepared. As a result, live and pre-recorded interviews were broadcast on national networks across Europe, such as Sky News and Spain's TVE, while online activity led to an increase in the number of Volvo fans on Facebook from 67,000 to almost 94,000. Broadcast footage online also generated more than 4,000 interactions with Volvo's Facebook fans on the day of S60's launch, which was 6.5 times greater than the previous peak figures, and more than 6,700 interactions throughout the ten day event.
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