For the release of the S60, Volvo decided to target a younger demographic. To do this, they created a YouTube masthead that allowed users to play the Augmented Reality Driving Game with their phones. With 88% lift in purchase intent and 240% lift in brand favorability, they beat all industry benchmarks.
Goals
Announce release of Volve S60
Engage a younger audience
Change brand perception
Approach
Built an augmented reality game
Created interactive banner units
Results
9.6% interaction rate
192,319 engagement clicks in masthead
293% increase in traffic to volvocars.com
