Life on Board

Life on Board was a series of short documentaries portraying conversations between two interesting people who share their amazing life stories, while on a journey in a Volvo car.

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Life on Board was a series of short documentaries portraying conversations between two interesting people who share their amazing life stories, while on a journey in a Volvo car. This is an image of the campaign website.

Destination

Volvo aims to develop a deeper dialogue with consumers (including those who have rejected the brand in the past) through innovative communications that engage its audience.

Platform

Life on Board was a series of short documentaries portraying conversations between two interesting people who share their amazing life stories, while on a journey in a Volvo car. It combined an unorthodox use of mainstream media with new channels, all encouraging interaction with the Volvo website.

Different platforms displayed for Life on board campaign

Design and delivery

In a media first, we installed 3D TV plasma screens at Heathrow Airport to project a realistic 3D image 12ft into the room. The creative included messages inviting the passenger to communicate with the brand via Bluetooth mobile response technology, or by SMS/MMS.

We also encouraged people to download trailers, character biographies and other material to their mobiles and PDAs, sponsored in-flight entertainment channels and distributed full-length DVD movies with Sunday supplements.

Evaluation

The campaign generated a 28% response rate from those exposed to the Bluetooth technology and over 1 million downloads from the film website.

It has won numerous awards, including Best Automotive, Best use of multiple channels and Grand Prix awards at the Interactive Marketing + Advertising Awards 2005 and several awards, including Titanium, at Cannes 2005.

Context

Individuals are most concerned about their: 1. Finances/not having enough money 2. Health 3. Standard of living.

Region : Global

60% of people in the world own a MP3 player.

Media : Online Digital

The Andrex puppy adverts for toilet tissue form the UK’s longest running consistent television campaign – they first appeared in 1972

Media : TV

The Netherlands is also the most liberal country in today's world. There is no place for conservatism. Liberalism is very important not only in economy, but also in society and culture.

Region : Europe

By giving a consumer something for their time (e.g. an entertaining film) an advertiser is assured to keep a consumer’s attention while a message is delivered via branded content.

Media : Branded Content

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