When the “Open Happiness” platform started to roll out, we were asked to examine every aspect of the communications to ensure the messaging could be integrated seamlessly. We took this as an opportunity to ensure the messaging worked from “shelf out”. We refreshed everything from the bar code and legals and even built simple stories into the packs. They also turned out quite nice as a series of instore posters. Great work from Alf, Wai Ling and a bunch of others.
The C70 pre-launch was rolled out as part of a wider “Design is a beautiful thing” campaign.
As this was the only new vehicle launch for the next 12 months, the need for it to attract new customers to the showroom and drive sales of other vehicles was also key.
Budgets were tight – restricted to Print, DM and eCRM. The outdoor was used as supplement to the main campaign. The results were phenomenal with Volvo securing advanced orders and deposits for the C70 over 4 times the number of convertibles usually sold per annum.
This campaign was an Effies Finalist on the strength of these results.
The relationship began when Coca-Cola Singapore required an integrated creative platform for local markets in Asia-Pacific that could underpin the great brand campaigns produced at a global level.
The resulting platform, piloted in Singapore, is now recognized as the global best practise in the Coca-Cola system – a first. Plus this was the first ever campaign to be adopted 100% by markets in Asia. Winner Best in Class: Coca-Cola Teen Programme APAC. One of 6 finalists in Euro RSCG’s global Creative Business Idea awards