| Service: |
Interactive ad (DAL) |
| Client: |
Volvo S40 |
| Agency: |
Burkitt DDB |
| Brief: |
Support “The Mystery of Delaro” campaign with interactive elements |
| Solution: |
DAL broadcast an eight-minute spoof documentary |
| Solution: |
DAL also showcased the interior and performance elements of the car |
| Results: |
Viewers who saw the interactive ad were 10 times more likely to buy a Volvo S40 than those who saw the linear ad (Continental Research) |
Volvo’s “The Mystery of Delaro” TV campaign was accompanied by a viral email and web campaign for which they made an eight-minute spoof documentary.
To support “The Mystery of Delaro” campaign using interactive TV.
In order to broadcast the spoof documentary on TV, Volvo bought a DAL. Volvo also used the DAL to showcase the interior and performance elements of the car.
Viewers consciously chose to interact with this ad, spending an average of six minutes in the application. Viewers who saw the interactive ad were 10 times more likely to buy a Volvo S40 than those who saw the linear ad (Continental Research).
435,000 Sky digital adults claimed to have pressed the red button to interact with this ad (IPSOS Tracker).
It only cost 5p for every minute spent by someone in the DAL.
Spontaneous Volvo S40 awareness was 12 times higher for viewers who saw the interactive ad compared to those who saw the linear ad (Continental Research).
Viewers of the interactive ad perceived the brand as:
- Attractive
- Safe
- High quality
- A car they would be proud to own
(Continental Research)