LONDON: Volvo, the auto marque, partnered with broadcaster Sky Atlantic to create content that increased consumer engagement, shifted brand metrics and grew purchase intent.
The recent Media Research Summit in London heard that that the series of branded content films that came out of the partnership were integrated across the channel’s key content and had become one of Volvo’s most successful campaigns to date.
“Volvo wanted to run a campaign to deliver in two key strategic areas,” explained David Ferryman, Insight Executive at Sky. (For more details, read WARC’s report: How Volvo and Sky Atlantic partnered on branded content)
“It wanted to change consumer perceptions so it was seen as more than just a safe car. There was a real need to boost brand image and introduce more of a premium, modern, high quality brand as well.”
Consumer engagement was key to delivering this objective, which Volvo felt was best achieved by aligning the brand with the content that their target audience enjoyed; this, Ferryman claimed, was broadcast on Sky Atlantic.
“It’s a channel known for having upmarket exclusive content, with high levels of professionals. When you consider Volvo’s objectives, they fit perfectly.”
Volvo created ‘human-made stories’, an inspiring series of three short films which uncovered defiant pioneers and people who have challenged conventions and done things their own way, and used biometric tools to assess their impact on viewers.
This found that the campaign changed people’s perceptions towards the Volvo brand at both a rational and emotional level.
Viewers exposed to the sponsorship made faster associations between the brand and attributes including ‘attractive’, ‘modern’ and ‘aspirational’ – and that ultimately transferred to people saying they’d be more likely to purchase a Volvo car as well. As a result, the sponsorship was extended and new idents created.
Volvo experienced two of its highest sales years in 25 years while market share has grown by 5%, with models featured in the sponsorship selling well.
Sourced from WARC