| Title | MADE BY SWEDEN |
| Brand | VOLVO CARS |
| Product/Service | CARS |
| Category |
C05. Influencer Communication & Social Amplification |
|
Entrant
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FORSMAN & BODENFORS Gothenburg, SWEDEN
|
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Idea Creation
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
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Production
|
INDIO Stockholm, SWEDEN
|
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Additional Company
|
MPC PARIS, FRANCE
|
|
Additional Company 2
|
F&B INHOUSE Gothenburg, SWEDEN
|
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Additional Company 3
|
F&B FACTORY Gothenburg, SWEDEN
|
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Additional Company 4
|
MINDSHARE Gothenburg, SWEDEN
|
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Additional Company 5
|
ANIMAL Stockholm, SWEDEN
|
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Additional Company 6
|
ADAMSKY Stockholm, SWEDEN
|
Credits
| Andreas Malm |
Forsman & Bodenfors |
Art Director |
| Staffan Lamm |
Forsman & Bodenfors |
Art Director |
| Mathias Appelblad |
Forsman & Bodenfors |
Art Director |
| Gustav Johansson |
Forsman & Bodenfors |
Copywriter |
| Anders Bothén |
Forsman & Bodenfors |
Account Director |
| Martin Johansson |
Forsman & Bodenfors |
Account Executive |
| Martin Joelsson |
Forsman & Bodenfors |
Designer |
| Nicolas Peyrau |
Forsman & Bodenfors |
Designer |
| Lena Sellman |
Forsman & Bodenfors |
Agency Producer |
| My Troedsson |
Forsman & Bodenfors |
Planner |
| Jenny Ring |
Forsman & Bodenfors |
Music Supervisor |
| Bjarne Darwall |
Forsman & Bodenfors |
PR Strategist |
| Åsa Borg |
Volvo Cars Group |
Vice President Marketing |
| Mikael Karlsson |
Volvo Cars Group |
Brand Communication Manager |
| Per Carleö |
Volvo Cars Group |
Marketing Director |
| Holger Pegelow |
Volvo Cars Group |
Marketing Communication Manager |
| Adam Berg |
Indio |
Director |
| Mattias Montero |
Indio |
Director of Photography |
| Mikkel Neilson |
Rock Paper Scissors |
Editor |
| Johan Lindström |
Indio |
Executive Producer |
| Ben Croker |
Ben Croker |
Producer |
| Franck Lambertz |
MPC Paris |
Online / Creative Director, VFX / Supervisor, VFX |
| Mark Gethin |
MPC LA |
Colourist |
| Adrian Aurelius |
D4ZED |
Sound Design |
| Hans Zimmer |
Hans Zimmer |
Music |
| Peter Gehrke |
Adamsky |
Photographer |
| Johan Cabezos |
Adamsky Division |
Post-production, Photo |
| Quentin H. Martin |
MPC Paris |
Executive Producer, VFX |
| Sophie Lebreton |
MPC Paris |
Producer, VFX |
The Campaign
We leveraged this historic moment in Swedish national football and made two films: Prologue and Epilogue. The first film was launched leading up to the tournament as a build up. The second one was released immediately after team Sweden lost against Belgium and was out of the tournament. That’s when we got to follow Zlatan and his family on a journey back to where it all started: a tiny suburb in southern Sweden. The perfect setting for his heartfelt goodbye to the Swedish fans. The end of one story. The beginning of another.
Execution
The execution was primarily driven by earned media and social media. A short teaser phase, with media activation and social media amplification, paved the way for the launch of Prologue. Being launched just prior to the European Championships secured coverage and discussion during the entire period when
Sweden was still in the game. Epilogue didn’t – for natural reasons – have a teaser phase but a big bang where global media was made aware that Zlatan was leaving the national team and heading home to Sweden in a new Volvo V90. The emotional message was targeted to both news, entertainment, sports and automotive media – but eventually gained a lot wider audience than that.
44+ million views
1400 articles worldwide
Brand preference 28,4% – All time high! (Target 25,5%)
Brand consideration 51,2% – All time high! (Target 50%)
The Situation
Volvo was about to launch a car that marks a new era for the company: a luxury wagon dubbed the V90. At the same time they got an opportunity to be a part of a big moment in pop culture: Zlatan Ibrahimovic's last tournament with the national team – The European Championship. So we used this historic moment in pop culture to become part of a story about a Swedish icon and facilitate his goodbye to the fans and the national team.
The Strategy
In the core of the PR strategy lies the fact that both Prologue and Epilogue are Zlatans’ own stories, set in an unexpected context together with Volvo Cars. The story couldn’t have been told by any other talent.
The target was to reach far beyond traditional automotive media and communities. Zlatan Ibrahimovic, being of the worlds biggest athletes, attracts attention within several areas, such as sports, news and entertainment. And using Hans Zimmer for the two soundtracks, specially made for the campaign, amplified the campaign messages within the global music community.