How Safety Scored Volvo a Big Game Win

Volvo

Safety Sunday

How an integrated communications campaign drove deeper engagement than a $5M ad ever could.

PROBLEM 

Volvo Car USA, LLC (“Volvo Car”) needed a way to authentically break through to consumers around the Big Game. Instead of fighting for advertisement supremacy against some of the biggest brands (and the biggest budgets), Volvo Car drove deeper engagement than a traditional advertisement ever could by leaning into its core value — safety — and tying it into the game itself. 

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SOLUTION 

For the 2020 Big Game, WE worked with Volvo Car to concept an integrated campaign — Volvo Safety Sunday — that would reinforce the brand’s legacy in safety. To celebrate more than 1 million lives saved by Volvo innovations, Volvo Car pledged to give away $1,000,000 worth of Volvo cars to randomly selected winners — if a safety was scored during the Big Game. 

WE supported Volvo Car across all elements of the project, helping manage the website and sweepstakes build, creative development, and integration with CRM, sales and retailers. The team executed an earned, social and paid media campaign to drive story placements and sweepstakes entries in the two weeks before the Big Game, targeting general news, ad/marketing, automotive, lifestyle, sports and broadcast verticals. Volvo Car also worked with former NFL player Justin Tuck to help drive interest in the campaign through a media tour in Miami at Radio Row.

RESULTS