The presentation underneath does three things: It explains why it is important that people talk about what you make and how you can trigger this. It represents my take on brand communication and 'social media' (without mentioning this construct). It brings together a lot of things I find relevant, interesting or fun in a fairly structured way.
I'm quite happy about where it's at, but when you read this I will probably be working on a better version.
Convince Italian coffee lovers that decaf coffee isn't just for boring sissies. That's what you call a challenge!
Our insight that a lot of people already drink decaf HAG and that these people all have friends who wouldn't consider them to be boring led us to our creative concept: a recurring quiz mechanism around Pleasure Moments (brand theme) in which HAG drinkers are encouraged to team up with their friends.
Ultimately emphasizing that decaf coffee and pleasure aren't that far apart after all and that a Pleasure Moment is best enjoyed together.
Subject60, 5 naughty parties in major European cities, brings the launch of the Naughty Volvo S60 to a hip crowd aiming to change their perception of the brand. But, how do you turn a party into conversational content?
To create buzz before the parties we collaborate with local in-the-know bloggers in hosting a hunt for the last tickets. Readers are pointed to naughty locations in their city where they can find the tickets with augmented reality browser LAYAR on their smartphones.
The parties are fronted by icons of music and fashion and show a different side to Volvo. But what our party animals don’t know is that the Subject60 parties are actually a disguise for a behaviour experiment to find the Naughty Capital of Europe.
The film is seeded in social media, bringing the entire story to a broader audience. Proving that everyone has a naughty side…. even Volvo.
Is your network of Facebook friends global enough to get you around the world in 80 days?
All you have to do is virtually drive your Volvo C30 to a Facebook friend who lives as close to 1,333km away as possible; that’s the distance the thrifty C30 DRIVe makes on just one tank of fuel. Then the car is passed on from friend to friend, moving from country to country, until it makes its way around the world back to you.
Olympisch Vuur is an alliance of public and private parties with the ambition to improve the overall level of sports in The Netherlands. Ultimately, this needs to result in winning the organization of the Olympics 2028. Olympisch Vuur has recently selected us to help them achieve this great objective!
First stop: Get more visitors to three sporting events that are held in The Netherlands in September: the Women’s World Open Squash, the European Championship Waterskiing and the European Championship Tug of War.
Why should you go to one of these events? Of course! To cheer for our Dutch title candidates! We have made them the heroes in our overarching campaign…
The past months we have been working hard to integrate a bunch of new campaigns into the new Volvo Cars website (by 4D New York). All of these campaigns are created under the umbrella of the new brand theme: There’s More to Life than a Volvo. That’s Why You Drive One.
Every market can highlight any campaign on the homepage. The first campaign highlighted on the international site is called Life Letters and it focuses on the main proposition of the new Volvo C30: express yourself. Therefore, we let you express what’s ‘More to Life’ to you!
Other campaign elements are integrated into the product landing pages as ’5 things to know’. An example:
There’s More to Life than a Volvo. There’s looking great 365 days a year… Even when it rains. That’s why the new C70 is the only convertible that looks as beautiful as a coupe.
This presentation on the product page let’s you discover the exterior design changes to the new C70.
Another example:
There’s More to Life than a Volvo. There’s all the great places you could visit. That’s why our new DRIVe range achieves up to 1,428km on one tank.
This product presentation emphasizes the fuel efficiency of DRIVe cars by letting you discover what nice places you could drive to on only one tank of fuel.
Click here to explore the new Volvo Cars website
Beck’s is Different by Choice. We recruited someone in the target audience to take over the homepage of Becks.com with daily articles and reports on people, things and situations that fit the brand theme.
In order to get the ‘send text messages for only 5 cents’ proposition across in Holland, we decided not to create a new platform, but to target Dutch youngsters on one of the most popular online hangouts in Holland: social network Hyves. Of course, we all know that plain advertising in such environments is like cursing in church so we developed a gadget that really adds value.
During the campaign period, Hyvers could add the Rabo Mobiel Free SMS gadget to their profile pages. Everybody that visits the profile page can send free text messages to their friends (in which we sneak a tiny advertising message of course). In total Rabo Mobiel gave giving away 1 million free text messages!
Enter the Leffe Abbey. In four different rooms you get the opportunity to get to learn more about the 800 year-old beer brand and discover different ways to invite your closest friends for a Leffe.
We took the general youngster pressumption of Volvo’s being those boxy family cars and turned it into a Box of Tricks, fully-packed with all kinds of digital and mobile goodies.
