In September 2012, Mindshare and Exponential worked together on behalf of Volvo to promote the launch of the V40 model.
The key objectives were to raise brand awareness, to promote the new V40 model and to launch the campaign across multi-screen devices.
To increase brand awareness and to launch the V40 model Exponential delivered an impactful campaign through the premium user initiated engagement product Firefly Video. Given that the audience is more and more diversified, Exponential chose a multi-screen strategy and executed the campaign on PC and iPad.
Exponential’s creative team built a bespoke branded Firefly Video unit for Volvo V40 that incorporated a classic Firefly Video unit with an emphasis on the video player that encouraged the audience to watch the video and the gallery 360º as well as a call to action to drive viewers to the advertiser’s website and Facebook page.
The combination of devices and the precise targeting showed the CTR on the microsite was very high with 6.59 per cent on PC & 4.71 per cent on iPad. Average time users spent engaging with the unit was 15.57 seconds. Thirty-six per cent of ipad users and 25 per cent of PC users have seen more than 50 per cent of the spot. The mobile device has proved to be a perfect complement to PC, as the results show.