What really stands out about this campaign is that its click-through rate is more than ten times the industry standard.
Chicago (PRWEB) February 13, 2013
Volvo enthusiasts know the S60 performs on ice, but how does it look as ice? Plan B® [The Agency Alternative] gave ice sculptor Nate Johnson the mission of turning 3,600 pounds of ice into a model of its flagship S60 sports sedan. For Volvo Cars of North America (VCNA)’s 2012 online holiday greeting, Plan B filmed the entire performance for a video titled, ‘Truly Cool.’
“Tempting Volvo enthusiasts with Johnson’s chisel, chainsaw, and torch to show ‘true luxury is having all the tools you need to make life great’ led to a 80% click-through rate for this customer relations management (CRM) initiative,” said Clay Cooper, Partner/Director of Client Services for Plan B. “What really stands out about this campaign is that its click-through rate is more than ten times the industry standard.”
+ From conception to completion, all components of the video were produced in-house by Plan B
+ The greeting was deployed as an e-mail to Volvo’s North American consumer database, and led to its branded video landing page. The e-mail produced over 31,000 views.
+ The video was also hosted on VCNA’s YouTube page. By February 2012, nearly 43,000 people had seen ‘Truly Cool.’
+ Shared in international markets by Volvo’s social media team
+ This is the fourth consecutive year Plan B has created an online holiday greeting for VCNA
Added Cooper, “More and more companies are creating original content for CRM, and everytime someone executes a successful campaign, the bar is raised. The real production value behind a campaign like this is advancing Volvo’s “true luxury” positioning by putting something in front of the enthusiast that is different from what they ordinarily see. It’s a crazy idea, yes, and it’s inside the enthusiast’s comfort zone.”
Find more examples of campaigns by Plan B® [The Agency Alternative] on the agency’s website.
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Chicago-based creative advertising firm Plan B® [the Agency Alternative] is a full-service, on-demand marketing partner—offering forward-thinking marketing managers a fully transparent, collaborative partnership that blurs the line between corporate brand managers and their own specialized post-digital-age marketing experts, driving efficiency and shortening time to market. Plan B designs, develops and delivers innovative, strategic campaigns across all media platforms with a unique 4D approach that effectively integrates traditional, digital, mobile, and social media marketing solutions in real time. Learn more at ThisIsPlanB.com.
Volvo Cars of North America, LLC, (http://www.volvocars.com/us) is a subsidiary of Volvo Car Corp. of Gothenburg, Sweden. VCNA provides marketing, sales, parts, service, technology and training support to Volvo automobile retailers in the United States. For more information please refer to the VCNA media website at: http://www.volvocars-pr.com/, and follow Volvo's blog at: http://www.volvoblog.us/.