BASKETBALL-PLAYING SEDANS KICK OFF NEW VOLVO PUSH

Multimedia Campaign for S60 Includes TV, Internet

By Published on .

DETROIT (AdAge.com) -- Volvo Cars of North America launched a new multimedia ad campaign on CBS today during the NCAA college basketball tournament.

Havas Advertising's Messner Vetere Berger McNamee Schmetterer Euro RSCG, New York, created the campaign for the Ford Motor Co.-owned marketer.

The 30-second spot

Related Stories:
VOLVO TO LAUNCH BROAD NEW DIGITAL INITIATIVE
Signs Multimillion-Dollar Deal With MSN
shows two Volvo S60 sport sedans playing one-on-one basketball, then directs viewers to volvocars.com, where they can enter for a chance to win the car by answering questions about the commercial.

The effort runs through April 1. In addition to CBS, the campaign will air on ESPN and can be accessed by personal digital assistants and e-mail-enabled cell phones.

The agency and its interactive unit, Fuel North America, coordinated the online and offline partnerships and are tracking the campaign's results. Upcoming TV spots for other Volvo models will continue to direct viewers to the Web site to answer questions.

The automaker said the strategy is to create a dialogue with consumers.

In this article:
Most Popular