Max Martin For Mxm Productions/Style Of Eye/Joakim Jarl ! ! And Svidden For Fron
Max Martin For Mxm Productions/Style Of Eye/Joakim Jarl ! ! And Svidden For Front Of House. In Collaboration With Forsman/Bodenfors
Music Producer
Max Martin
Max Martin
Mixer
Calle Stoltz
Calle Stoltz
Photographer
The Campaign
Branded entertainment is an increasingly popular way of working with brands in Sweden. The
media landscape is quite scattered and online channels are becoming more important in the
total media mix. Smartphone penetration and use of social media are about the highest in the
world.
Results
The Challenge:
Volvo is one of Sweden's best-known brands. As the leading car brand on the market Volvo is
always under pressure to keep its market share at about 20%.
The car market in Sweden is turbulent, slowly shrinking and with tough competition from all the
other big car brands.
The Objectives:
To communicate the Volvo XC70 model in a new, pioneering way by working with a mix of paid,
owned and earned media. Also to confirm Volvo's position as market leader and strengthen the
attractive power of Volvo's XC range, attract leads and generate an increased number of
customer orders for the XC70.
The Strategy:
This campaign was a magnificent tribute to Sweden, Volvo and the Swedish football star Zlatan
Ibrahimovic.
The idea was to give an entire nation goose-bumps as they watched TV at home in their sofas
and a feeling that no country is more wonderful, no car is better and no Swede more powerful.
The Execution:
The film is set in a magically beautiful Norrland where snow crystals cover the winter landscape.
Zlatan moves through the forests. For a number of days he travels through the vast expanses on
the hunt for game. To help him he has his weapon and his new Volvo XC70 one of the most
capable cars Volvo has ever built.
Another world famous Swedish star has contributed to these scenes. The music producer Max
Martin specially wrote a version of'Thou ancient, thou free', the Swedish national anthem. A
totally new version. A version that brings tears to the eyes and makes national feeling sprout.
the form of posts and also snippets, (short teaser films).
The main message everywhere was '25th January 8:10 p.m.'
The première took place during one of Sweden's most popular entertainment programmes, in
the form of a 2 minute-long advertising film (the entire commercial break).
This signalled the start of the launch of the advertising film in Sweden and globally.
Social media and PR played an important role. But we were also visible in traditional media like
TV, cinema, outdoors, print ads and online.
1. The film was the 2nd most shared commercial in the world during its first week, even though it
was only aired on Swedish television. And this was during Super Bowl week.
2. The first weeks after the launch the campaign resulted in 870 articles and reports on
television, radio and in newspapers, with a total reach of almost 200 million.
3. Over a quarter million people commented, liked or shared the campaign in social media
during its first week. Volvo's followers in Instagram and Twitter more than tripled.
4. Ad Awareness reached an all-time high and the more sluggish brand KPI, 'Considered Brand',
increased by 8%.
5. And last but not least: Commercially this has been one of Volvo's most successful campaigns
ever. Volvo XC70 smashed the sales target by 263% during the first campaign weeks, and by
more than 500% the first weekend.