Title	LIFEPAINT
Brand	VOLVO CARS UK
Product/Service	LIFEPAINT PROMOTIONAL ITEM
Category	C02. Cars & Automotive Services
Entrant Company	GREY LONDON, UNITED KINGDOM
Advertising Agency	GREY LONDON, UNITED KINGDOM

Name	Company	Position
Nils Leonard	Grey London	CCO
Hollie Newton	Grey London	Creative Director
Jonas Roth	Grey London	Creative
Rasmus Smith Bech	Grey London	Creative
Wiktor Skoog	Grey London	Planner
Chris Chapman	Grey London	Designer
Francesca Mair	Grey London	Agency Producer
Cristyn Bevan	Grey London	Business Director
Sophie Critchley	Grey London	Account Director
Veronique Rhys Evans	Grey London	PR Director
Ollie Dearn	Grey London	PR Manager

The Brief

Business Objective - Justify Volvo’s progressive brand values and premium price point to a new target audience. Marketing Objective - to become a premium brand and communicate Volvo’s social purpose through the lens of their human centric product innovations and safety offering. KPI: to give away 2000 cans and gather 1000 responses on the website

Campaign Success

We took the product and placed it where we knew key influential cyclists - ie the active contributers on social media. 6 bike shops were selected across London to take the 2000 cans and the CTU, with their details being hosted on the website which would be seen by views of the film on the youtube channel. The agency team took the cans to each outlet, assembled the CTU and provided the information stencils/posters and training on the product for any shop staff. The shops were out of initial stock over the first 48 hours of the weekend and were restocked on the Monday and again all out in 24 hours with demands for more, with over 28,000 enquiries on the website alone.

Describe the success of the promotion with both client and consumer including some quantifiable results

2000 cans went in 72 hours and global enquiries to the 6 London bike shops for more information/distribution requests. - 4.5m+ people have watched the film on YouTube – with NO paid media or seeding budget. - The majority being 25-44-year-old males – right on target for Volvo’s desired target audience. - 130m+ impressions on Twitter within 20 days - with NO paid media or seeding budget. - On average, someone registered their details through the website to learn more about LifePaint every 30 seconds, and 28,000 requests so far for more information/stock. - Major UK car and bicycle equipment retailer Halfords tweeted about LifePaint, asking its followers whether the brand should stock the product.

Explain why the method of promotion was most relevant to the product or service

We set out to demonstrate to the client that Lifepaint as a brand promotion to the cycling community would prove to be a well targeted piece of activity that would be worth the investment. It needed to help justify Volvo’s progressive brand values and premium price point to a new target audience. The marketing Objective - to become a premium brand and communicate Volvo’s social purpose through the lens of their human centric product innovations and safety offering. The campaign revolved around a promotional film that illustrated the problem and solution for cyclists and then drove them to the 6 key cycle shops in London to collect 2000 test cans that were being given away, and leave their point of view on a website.