THE E.V.A. INITIATIVE

Grand Prix

Case Film

Presentation Image

ClientVOLVO CARS
Category E01. Integrated Campaign led by PR
TitleTHE E.V.A. INITIATIVE
Product/ServiceCARS
Entrant FORSMAN & BODENFORS Gothenburg, SWEDEN
Idea Creation FORSMAN & BODENFORS Gothenburg, SWEDEN
Production NEW LAND Stockholm, SWEDEN
Credits
Name Company Position
Karl Risenfors Forsman & Bodenfors Art Director
Leo Dal Forsman & Bodenfors Art Director
Adam Ulvegärde Ulvegärde Forsman & Bodenfors Art Director
Sophia Lindholm Forsman & Bodenfors Art Director
Hampus Elfström Forsman & Bodenfors Copywriter
Jacob Nelson Forsman & Bodenfors Copywriter
Magnus Wretblad Forsman & Bodenfors Account Supervisor
Katarina Klofsten Forsman & Bodenfors Account Executive
Ewa Edlund Forsman & Bodenfors Account Executive
Lena Sellman Forsman & Bodenfors Agency Producer
Maja Bredberg Forsman & Bodenfors PR
Bjarne Darwall Forsman & Bodenfors PR
Trine Keller-Andreasen Forsman & Bodenfors Planner
Peter Gaudiano Forsman & Bodenfors Web Strategist
Martin Joelsson Forsman & Bodenfors Designer
Ingrid Arnsand Jonsson Forsman & Bodenfors Designer
Learke Herthoni New Land Director
Joel Rostmark New Land Producer
Rasmus Videbaek New Land D.O.P.
Amy Gardner New Land Choreography/dancer
Johan Söderberg New Land Editor
Erik Torell New Land Executive Producer

Why is this work relevant for PR?

The EVA Initiative contains a previously unseen transparency in the automotive industry, and launched both with a globally-covered live streamed press event held at Volvo Cars HQ, and with traditional PR. Sharing more than 40 years of safety research, Volvo Cars’ core USP, sparked a global conversation about gender equality in the auto industry — not by just addressing the issue, but by providing solutions, making it to the cover of The Times and BBC’s morning television show, as well as hundreds of other media outlets, as the move is almost unheard of in today’s day and age.

Background

Brief: to transform automotive safety from something traditional and expected into a meaningful and relevant movement in line with Volvo’s purpose and brand strategy. In specific, the challenge was to celebrate the 60th anniversary of Volvo’s safety belt. There is a global equality problem in the auto industry. Women are 71% more likely to be injured, 71% more likely to be moderately injured and 17% more likely to die in a car crash. As a result, it also has major financial and psychological consequences for women. Until now, no OEM (original equipment manufacturer) has brought up the issue and recognized the reports published by universities and institutes all around the globe. With the E.V.A. Initiative, we wanted to not just highlight this issue; we wanted to act. Rather than celebrating the anniversary, we saw bigger impact in choosing to focus on closing the gender gap.

Describe the creative idea (20% of vote)

Volvo’s philosophy has always been to put safety of people before business. 60 years ago, they gave away their three-point safety belt patent. So, we thought: what if we could get Volvo to make cars safer for everyone, once again? And that’s exactly what we did. To make cars safer for women, we collected all of Volvo’s safety research and made it available to everyone. By creating a digital library with data from more than 43,000 collisions and 72,000 people, the research became open and free to any company to learn from. In other words, we now gave away Volvo Cars’ core USP. We then gave the numbers a face and showed how the injustice personally affects women in a global campaign with film, print, social, outdoor, and PR.

Describe the PR strategy (30% of vote)

The challenge was to catch the attention of regular consumers around a complex subject. We had to make people understand the urgency, for them to understand the impact of our idea, yet in a simple way. Core hierarchy of messages was: 1 Create understanding of issue, 2 Prove Volvo’s authority in this field, 3 Volvo is giving away their best kept secret. Our audience for the idea was both the automotive industry and general public. We saw the public as the market to build scale, to drive the impact on industry, for them to take action. On the other hand, we needed credibility driven from acceptance in the automotive segment. We went for a high impact launch event, which would create credibility, supported by broad and niche outreach to a variety of media verticals – to also get attention in broadcast media. Finally, influencers were engaged to further online conversation.

Describe the PR execution (20% of vote)

Campaign was set to run for 4 weeks, yet the project is ongoing. The idea launched at a live streamed summit hosted by Volvo Cars, together with selected trade and lifestyle media. The idea was kept secret, not teased up until launch. Media had 2 days embargo until campaign assets were posted organically. Then followed a mix of PR tools, such as centrally and locally media outreach with adapted messaging to different verticals, influencers and local market events. The campaign was supported by paid media to drive awareness and increase sense of impact. To engage people, we showed how the injustice affects women in a direct way. Getting attention was by by making it digital-first, yet supply it with DOOH/OOH to increase impact. Every campaign element directed to volvocars.com/EVA where one could learn how research has led to Volvo’s most innovative systems and download the research.

List the results (30% of vote)

The campaign went global – sparking conversations across the world. The story was covered in hundreds of media outlets globally, even making it to morning TV shows all over, e.g. in the UK. The highest number of downloads came from China, where 100 new car brands see the light of day every year - this without the campaign even running in China. It also created a debate within the auto industry as other carmakers embraced the initiative, such as electric vehicle startup Uniti. After a couple of months, the European Commission picked up the campaign, and tweeted out their appraisal, for raisning awareness around the inequality, and the fact that Volvo Cars is trying to eliminate it. Volvo Cars Brand Share of Voice online exceeded Audi, Land Rover and Volkswagen in the period – all brands Volvo Cars usually falls behind. Additionally Volvo Cars saw a peak in positive sentiment online, increasing with 13.1% compared to previous reports. The highest number of engagements on social media was from the audience that was reached organically, showing a high resonance with the current user base. A number of non-industry media such as The Sunday Times, New York Times and WIRED. A wide variety of industry media also featured the campaign, even months after the campaign running. Countries: +71 Campaign site visits first month: 850.000+
 Downloads from library: 20.000+
 Film views: 135.000.000+
 +900 news outlets
 Earned media reach: +500M
 SoMe reach: +100M
 SoMe impressions: +290M

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.