At the time of the motor show, recalls and sales drops overwhelmed the media, so Volvo had to think quick and act even quicker to come up with a solution to bring the spotlight where it belonged. Volvo then took the decision to link the launch of the S60 with its unique Pedestrian Detection system to safety and its buyout by the Chinese carmaker Geely to business growth.
Volvo ran the campaign using both traditional broadcast methods and online video techniques. European TV stations were provided with interview opportunities and a video news package, transmitted directly from the venue via satellite. Facebook fans of the Swedish carmaker received updates directly from the event and the opportunity to interact directly with the personnel at Volvo. 66 separate TV and online reports were generated, summing up almost two hours of footage that touched the hearts of 61 million people.
The CorpComms judges said Volvo "owned the debate" with its "excellent campaign and stand out results".
"This award comes off the back of a DigiCorpComms Award won earlier this year for ‘Best use of Facebook'," said Peter Ganjbar, Volvo Car's Manager of Broadcast and Social Media Relations.
"Our approach of combining traditional broadcast coverage with two-way communication online is really resonating with audiences and fans", Peter Ganjbar continues. "This latest award further emphasises our commitment to embracing cutting edge communication techniques, which ensure that we bring audiences a truly immersive brand experience. The Management, Volvo Car Corporations spokesmen, staff and Ogilvy PR team are committed to this concept and we're all very excited for what's coming in 2011 and beyond."
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