Volvo: VOLVO INNOVATIONS

Credits & Description:

Advertiser: VOLVO CAR COPORATION
Agency: LA COMUNIDAD
Category: Best Use of Mobile Devices
Art Director: Jaume Leis (La Comunidad)
Account Director: Denisse Molina (LA Comunidad)
Project Manager: Latoya Stirrup (LA Comunidad)
Copywriter: Leo Prat (La Comunidad)
Chief Executive Officer: Joaquin Molla (LA Comunidad)
Creative Director: Scott Linnen (LA Comunidad)
Account Coordinator: Sebastian Chandler (LA Comunidad)
Copywriter: Gustavo Lauria (LA Comunidad)
Chief Executive Officer: Jose Molla (LA Comunidad)
Creative Technology: Natalia Rojas (LA Comunidad)
Creative Director: Edu De La Herran (LA Comunidad)
VP Of Production: Laurie Malaga (LA Comunidad)

Strategy
After 8 years of being owned by Ford, Volvo needed to start acting like Volvo again, recovering its spirit of innovation. Volvos are designed to be sleek, intuitive, simple. As a result, a lot of the technology beneath the surface escapes the naked eye. So, in order to gain Volvo the recognition as the auto industry innovator it is overdue, a new consumer tool was developed to prove it. An new tool innovative enough in it’s own right to enable Volvo to stand out in the crowded three-ring-circus auto show environment. The Volvo X-Ray app turns smart phones and tablets into x-ray scanners that reveal Volvo’s latest innovations under the skin of the all-new Volvo V40. Consumers just point at the car and the app provides them with a full 360-degree x-ray view beneath the skin. Hotspots prompt users to activate short informative videos highlighting the benefits of each of Volvo’s latest technological advancements.

Effectiveness
The Volvo X-Ray app is being used in major auto shows around the world, helping attendees to discover the latest Volvo techno breakthroughs. A new tool innovative enough in it’s own right to attract crowds to the Volvo stands, in the busy three-ring-circus of the auto show environment.702,014 visitors and 11,680 journalists from 80 countries downloaded Volvo X-Ray in Volvo’s both in Geneva. In Beijing, upwards of 900,000 visitors got to experience it as well. The Volvo X-Ray app accomplished two goals effectively. First, as an innovative consumer tool for discovering the latest Volvo techno breakthroughs. And second, as a way to stand out in the competitive auto show environment. Where competitive luxury auto brands rely on flash, Volvo used its technological substance to stand out. X-ray vision is no longer science fiction. It’s a glimpse of the future.

Execution
Auto shows have become quite the spectacle filled with exhibitors trying anything and everything to attract attention to their brand. Swedes tend to be reserved, and Volvo has always been about innovation and substance. So, it only made sense to Volvo that it was the latest technology that should be able to shine, or glow as the case may be. The things that make Volvo innovative inside could be visually exciting and fun and enough to attract people. The Volvo X-Ray App is 360-degree X-ray proof that it really IS what’s on the inside that counts. In today’s world, technology is often used to interrupt people’s lives. Incorporating flashy technology in an ad is not the point, creating an engaging experience that will last in the heart and mind is. These are experiences that can’t be tossed into landfills.