Volvo
Volvo Car USA asked us how to break through to audiences tuning in to the Superbowl — minus the $5M ad price tag. We. leaned into Volvo’s core value and made it about the big game. We’re talking about the safety.
The Safety Sunday campaign marked more than 1 million lives saved by Volvo innovations with the company pledging to give away $1M worth of Volvo cars to randomly selected sweepstakes entrants if a safety was scored during the Superbowl. The strategy involved a former NFL player as spokesperson, website and sweepstakes builds, and integration with Volvo’s retail and digital sales infrastructure. The media push drove story placements and contest entries across general news, ad/marketing, automotive, lifestyle, sports and broadcast verticals.
Actual vehicle sales and a 284% increase in sales leads resulted in a 10x return on investment for Volvo. Along with 141K sweepstakes entries and 370+ pieces of earned coverage (including USA Today, CNBC, CBS Sports Radio, Adweek, and Car and Driver), the campaign also generated invaluable customer preference intel on models, colors and trim.
Because Volvo and We. put safety first.
