| Title | VOLTS BY VOLVO |
| Brand | VOLVO |
| Product/Service | VOLVO |
| Category |
A01. Data & Analytics & Insight |
|
Entrant
|
FAMOUSGREY BRUSSELS, BELGIUM
|
|
Idea Creation
|
FAMOUSGREY BRUSSELS, BELGIUM
|
|
Media Placement
|
MINDSHARE Brussels, BELGIUM
|
|
PR
|
FAMOUS RELATIONS Brussels, BELGIUM
|
|
Production
|
FAMOUSGREY BRUSSELS, BELGIUM
|
Credits
| Peter Ampe |
FamousGrey |
Executive Creative Director |
| Jonathan Detavernier |
FamousGrey |
Executive Creative Director |
| Marc Richard Vander Heyden |
FamousGrey |
Creative |
| Diederik Jeangout |
FamousGrey |
Creative |
| Maarten Breda |
FamousGrey |
Experience Director |
| Maarten Van Daele |
FamousGrey |
Strategist |
| Barbara Van Huis |
FamousGrey |
Brand Leader |
| Matthias Roose |
FamousGrey |
Project Leader |
| Carola Michiels |
FamousGrey |
Business Director |
| Joachim François |
FamousGrey |
Digital Business Director |
| Kathy Van Looy |
Famous Relations |
PR Director |
| Laure Vandeghinste |
Famous Relations |
PR Manager |
| Déborah De Klerck |
Famous Relations |
PR Manager |
| Arno Van Biesen |
FamousGrey |
Developer |
| Kurt Van Nieuwenhove |
FamousGrey |
Digital Project Manager |
| Greg Ellinger |
FamousGrey |
Web Designer |
| Aldjia Bessalah |
FamousGrey |
Designer |
| Emily Rammant |
FamousGrey Productions |
Production Director |
| Loes Fierens |
FamousGrey |
RTV Producer |
| Frederik Zaman |
/ |
Producer |
| Piet Devaert |
/ |
DOP |
| Eli Sundermann |
FamousGrey Productions |
Sound Engineer |
| Jasper De Ryck |
FamousGrey Productions |
Editor |
| Willy Hebbrecht |
/ |
Production Manager |
| René Aerts Jr. |
Volvo Car Belux |
Corporate Communication Director |
| Kristof Van Genck |
Eneco |
Marketing Manager B2C |
| Jurgen Vandervelde |
Eneco |
Chief Commercial Officer |
| Jurgen Vandervelde |
Eneco |
Chief Commercial Officer |
Summary
Volvo wanted to truly position itself as the pioneer of sustainable driving at the 2019 Brussels Motor Show. But with many competitors stealing the attention with new electric models, Volvo needed a big statement of another level.
The automotive industry is enduring one of its most important challenges to date. Its impact on the environment is massive, and pressure of the general public for sustainable innovation is rising. This is why car brands worldwide are shifting towards electric vehicles, which will account for 30% of all car sales by 2025. While this is a first major step, not a single one of these brands is talking about the real elephant in the room: can we ensure these electric vehicles make driving 100% sustainable?
Volvo’s mission is to become a 100% climate-neutral car manufacturer by 2025. Volvo believes in driving electrified, but it also wants people to charge sustainably. Because what’s the point of driving electric, if your energy comes from coal fueled power stations? This is why Volvo shifted its business from a pure car manufacturer to a green energy provider as well, by offering electric drivers a 100% green energy contract. With ‘Volts By Volvo’, people could power their house with pure wind and solar energy, and thus charge their car sustainably every time they do so. This way, Volvo gave people the full package of driving electric as it’s meant to be: no emissions, and zero impact on the environment. A partnership was set up with Belgian green energy company Eneco, making sure the energy provided is a 100% green.
To launch this green energy contract, we conducted a national survey to expose some inconvenient truths about driving electrified. Not surprisingly, about 91% of people buying electric cars do so to lessen their impact on the environment. The paradox, however, is that 56% of these drivers are not aware of the source of their energy. 24% admitted they charge their electric vehicles with unsustainable energy sources.
With this national survey, a dedicated website (with information and smooth sign-up option) and PR strategy, we educated the general public about the paradox of driving electrified and helped Volvo position itself as a pioneer within the automotive sector’s electric revolution. With Volts by Volvo we also brought Volvo from people’s garages into their homes, creating a greater brand significance.
‘Volts By Volvo’ was launched at the 2019 Brussels Motor Show. And while all competitors talked about electrification, Volvo managed to grab almost all of the media attention.
- ‘Volts By Volvo’ got a reach of 7.5 million Belgians, on a population of 11 million.
- 71% will now re-evaluate their electricity contract because they saw the campaign. (source: iVox Survey)
- After Tesla, Volvo is the brand most associated with the environment. So it beats Audi in its E-tron launch year. (source: Northstar Brandtracker)
- 1 in 4 Belgian electric drivers engaged with our online platform.
- Conversion rates were 20 times higher than a traditional energy campaign.