Title	VOLVO V
Brand	VOLVO CAR NORWAY
Product/Service	VOLVO V90
Category	A03. Cars & Automotive Products & Services
Entrant	JCP Oslo, NORWAY
Idea Creation	JCP Oslo, NORWAY
Media Placement	MINDSHARE Oslo, NORWAY
PR	JCP Oslo, NORWAY
PR 2	JCP Oslo, NORWAY
Production	GOOD MORNING Oslo, NORWAY
Production 2	GREY STOCKHOLM, SWEDEN
Additional Company	MEDIAMONKS Stockholm, SWEDEN
Additional Company 2	JCP Oslo, NORWAY

Name	Company	Position
Kristine Nergaard	JCP Ignite	Creative
Jesper Sundnes	JCP Ignite	Creative
Jesper Sundnes	JCP Ignite	Creative
Paul Little	JCP Ignite	Creative Director
Jarle Ring	JCP Ignite	Account Director
Marianne Lund	JCP Ignite	Project manager
Jarle Wathne Johansen	JCP Ignite	Designer
Eirik Fjellaksel	Good Morning	Advisor
Karen Vaksdal Madsen	Good Morning	Producer
Michael B. Loung	Good Morning	Designer
Peter Wojciechowski	Good Morning	Developer
Robert Bue	Good Morning	Developer
Tina Rygh	JCP Ignite	Copy writer
Rikke Walstad	JCP Ignite	Project manager

The Campaign

We let the intelligence of the V90 speak for itself – by creating V: the artificially intelligent car guide. V was a mobile app with a real personality and a slightly seductive female voice. She existed for 2 purposes: To talk with you about the innovations of the new car, and to find someone to win the V90. The more you spoke with V and watched her content the better your relationship status became, and if by the end of the campaign you had the best "relationship status", you won the V90. With V we literally put Volvo's intelligent thinking in the palm of the audience's hand, turning their own mobile into a piece of innovation from Volvo.

Campaign Success

V was fun, playful and a little cheeky. V led the conversation. Her questions were about the user's likes, dislikes and life, but she always found a way to draw it back to a feature of the car. This enabled us to make each feature personally relevant to the user. It was key for us not to create another text based system, but something with human personality traits - this was achieved with playful conversation and a real voice was paramount. V was incredibly intuitive with three sections: Points, conversation and content. The user needed to talk with V to unlock content, and the more you spoke and shared unique content, the more your relationship status improved. The app was supported with a country wide display campaign; outdoor, digital and a campaign site that spoke to the user and beautifully took you through the concept and call to action.

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

The app quickly became No. 1 in the App Store. Based on comparable campaigns in the industry in Norway and Volvo's media budget, we set a target of 25,000 downloads. Volvo V exceeded the goal by 68 %, and we counted in total 42,000 downloads. The average time spent with Volvo V reached a record high of 30 minutes, and the audience shared different content 430,000 times in social media. The campaign was also front page, plus a double page, in the cultural section of Aftenposten, Norway's biggest newspaper. Most importantly there were as many as 9000 users who registered four pieces of information about themselves. These leads have so far resulted in 900 test drive bookings of the V90 and the S90, four times as many as Volvo get digitally during an average year. Volvo has pre-sold nearly 1,000 cars, equivalent to just under one billion Norwegian kroner.

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

This campaign for Volvo was a consumer activation app all about winning a brand new V90 for one year. Anyone who downloaded the campaign app participated through his or her interaction with it and sharing of content, both which gave the user points. The person with the highest level of engagement and points during the campaign period won the car.

When developing the creative brief, we looked for something to represent the many innovative features of the car. We narrowed it down to Volvo's Intelligent Thinking. This allowed Volvo to take a unique position, in a car market that relies heavily on "me too" communications when it comes to tech innovations.   We found a cultural hook with AI, which is a hot topic in the public debate and resonates well with our target audience: men aged 35-50 with a strong interest in tech – and a high mobile usage. Following up on the "Designed around you" philosophy, the mobile platform gave us the ability to be completely personal, with a 1:1 communication strategy.   We wanted to create a promotional campaign where the motivation to participate was as much about experiencing the concept as it was to win the car.