Arnold develops integrated campaign for Volvo

Arnold Worldwide has partnered with EuroRSCG 4D and Sapientnitro to develop an integrated campaign to promote the introduction of the Volvo S60 at the Geneva Auto Show.

The theme - 'the Naughty Volvo' - aims to build on the brand's reputation by showing its fun and adventurous side.

The campaign objective is to spark conversation about the new model among driving enthusiasts by demonstrating the S60's driving dynamics, design and technology.

The campaign launches with a digital experience in March and will expand throughout the year to include television, social marketing, press advertising, experiential activity and outdoor.

It also includes online and offline customer relationship management (CRM) elements produced by EHS 4D.

The online campaign centres around three Naughty Volvo films shot at Volvo's proving grounds.

The digital experience allows consumers to engage with the films, which feature increasingly mischievous product demonstrations.

Users will be able to turn up the films from levels one to three to increase the excitement of the product demonstration.

The first film, or Level One, showcases the Naughty Volvo going through a product demonstration called Slalom.

It shows the S60 undertaking a standard slalom test and finishes with the tagline: 'Want it Naughty?' Level Two shows a naughtier-looking S60 turning from standard orange to a hot red colour completing the same course, but this time driving close to delicate objects such as porcelain plates and a goldfish bowl, which are precariously placed on top of the slalom cones.

The end of Level Two asks the question: 'Want It Even Naughtier?' Level Three shows the car negotiating the same course, only this time driving backwards with expert precision.

It ends with: 'Not Naughty Enough? You Tell Us.

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