Best Automobile Integrated Ad Campaign, Best Mobile Integrated Ad Campaign

HOW WELL CONNECTED ARE YOU? Strategy Our brief was to establish Volvo’s new DRIVe range of fuel efficient cars within a social network. To do so, we decided to create an engaging game that people would want to share with their friends. Based on the idea that all individuals are connected by six degrees of separation, we wanted to tap into a broader social network mindset: Is a person’s network of friends global enough to circle the planet? Concept All you have to do is virtually drive your C30 DRIVe to a Facebook friend who physically lives within 1,333km away from you; that’s the distance the thrifty car can travel 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. The challenge is to use as few connections as possible and thus circle the globe as efficiently as possible. And in the true spirit of adventure, it must be done within 80 days. Volvo will donate €15,000 in the name of the winning team to a project that fights global warming.

Contributors:

Creative Director:	Bram de Rooij
Copywriter:	Darren Reynoldson
Art DIrector:	Feike Kloostra
Agency Producer:	Nicole Siers
Designers:	Robin Westerhoff, Antonio Costa, Chris Pacetti
Account Director:	Jeff Dunlap
Project Manager:	Katrin Buckert
Production Company:	LBi Gothenburg (web)

EURO RSCG 4D AMSTERDAM

Location: The Netherlands