SFLB: Putting the new Volvo sports station wagon in the cage
Spillmann/Felser/Leo Burnett has developed a teaser campaign for the new Volvo V60. The campaign builds on the fact that this sport wagon combines design with power and dynamic handling.
In the two-stage launch campaign, the Volvo V60 is presented to the public by first showing only a cage with glowing panther eyes. Without any indication of what it is. In a second step, the Volvo V60 breaks out of the cage. With 304 hp, the sports estate has so much bite that it belongs in a cage like a predator, say the advertisers.
The campaign includes a TV commercial, posters, advertisements, special online banners, showroom presentations, giveaways and screensavers for the iPhone and iPad. In addition, Volvo V60 models are driving around in cages as part of a roadshow in Swiss cities. Anyone who spots one can take a photo of themselves with the sports estate and upload the picture to Facebook to take part in the Volvo V60 competition. The campaign is running now.
Responsible at Volvo (Switzerland):Anouk Poelmann (President), Maja Kaufmann (Communication Manager), Dario Grünenfelder (Marketing Trainee). Responsible at Spillmann/Felser/Leo Burnett: Rolf Zimmermann (overall responsibility), Dan Strasser, Patrick Suter (CD), Roland Buob (AD), Reto Vogler (text), Heike Rindfleisch, Nicole Huggenberger (consulting), Giacomo Wyss (image composition), Christian Sarna (3D), Regula Lüem, Honoré Berrell (Berrel Metallbau), Irene Nanculaf (Compresso), Philipp Urlich (Update AG).
