• by admin , December 9, 2011

As part of the 2011 campaign to support the all-new Volvo S60, Media Contacts and Havas Digital worked with YouTube to create an experience that accentuated one of the most important aspects of getting potential buyers into the car: it’s fun to drive.

For those potential buyers who couldn’t get to a Volvo dealership, the team created an interactive experience to show how much fun the Volvo S60 was to drive. The campaign kicked off with ads alerting users about an opportunity coming soon to iPhones, Android devices, and YouTube — encouraging them to download the app and be prepared.

The fun kicked off on March 12th, when a daylong YouTube masthead unit began the contest. After downloading and starting the app, users held their device up to the ad on their computer screen. The app launched the 3-2-1 countdown for users to “race” around a virtual track. Finishers with the best times were entered for a chance to win an iPad. The campaign resulted in over 61M impressions on the masthead unit, exposure to over 33.5M users, 192,000 clicks of engagement within the banner itself, 6.5M rich media interactions, 14,000% lift in site visitation and 64% lift in search engine brand queries.