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Interception

Volvo

Issue 36 | September 2015

Background

This campaign was centered around an online competition, one with a direct, time-sensitive call to action: Start your nomination in a tweet with #VolvoContest, but only during other car company's Super Bowl commercials. Broader spontaneous awareness and consideration are long-term success metrics for Volvo, but to kickoff a new phase of public awareness, consumer involvement was needed. If they wanted credit for stealing attention on Super Bowl Sunday, they needed people to connect with the brand directly.

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