by CorpComms on 29/09/2010 17:38:53 in CorpComms Online
Winner: Volvo, 'Taking Over Volvo'
Agency: Ogilvy PR Worldwide
Helen Dunne is the editor of CorpComms Magazine, follow her tweets here @CorpCommsMag
This year Volvo Cars' crash test laboratory in Torslanda, Sweden (which has carried out almost 3,000 full scale tests) celebrated its tenth anniversary, an event that coincided with the launch of its second-generation S20 models at the Geneva Motor Show. The car manufacturer decided to use both events as touch points to engage with loyal fans on social media.
Volvo was keen to channel their enthusiasm for the brand onto its Facebook page, developing a highly interactive and unique experience for fans that offered insider glimpses of its workings. Ogilvy Public Relations Worldwide worked with Volvo's PR managers to develop an online personality, video and editorial content best suited to the car makers' Facebook fans. The campaign, which the judges described as 'highly cost effective', began on 26 February with a teaser on Volvo's Facebook page informing fans that a roving reporter would be at the Geneva Motor Show. Between 1 and 3 March, the 'reporter' delivered video interviews with key Volvo personnel, videos of the reveal and photographs of the new S60. Although much content was pre-planned, the campaign created ad hoc material capturing behind the scenes footage, while the roving reporter responded online to fans' requests and queries, such as whether an R version of the S60 would be launched.
Over the two-day show, 38 posts were produced which generated 6,713 interactions with users, including 4,038 on the day of launch. This spike was 6.5 times higher than the previous high for Volvo fan pages, while there were eight times as many comments as the day before launch. More than 900 people commented on one post offering a draw for two S60 press packs.
Two months later, on 4 May, a post on Volvo's Facebook page alerted fans to a Crash Test Lab anniversary event taking place on 6 May. Some content, such as video interviews with key personnel, photographs and videos of each crash test, was prepared in advance. Behind-the-scenes footage was filmed on the day, including images from the control room during a test simulation and examining the work that goes into staging a crash test. Facebook fans were also offered the chance to win signed parts from the vehicles that took place in accident simulations. During the Crash Day takeover, 21 posts were produced generating 3,750 interactions with fans and more than 100 posts of user-generated content. Content generated by Ogilvy PR on the Crash Test Lab anniversary was viewed almost three million times on Facebook. 'Impressive results achieved with compelling content,' said the judges, adding that the campaign was 'well targeted to the target audience - the loyal fans. It worked - and on a low budget'.
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