Volvo V50 - Great use of online film

Brand Republic 18-Jun-04, 11:00

The campaign for Volvo V50 is the last showcase of MSN's top 10 online ad creatives before the official Cyber Lions award ceremony on June 23 in Cannes. Created by mOne Europe (MindShare), this was a pan-European campaign featured on the MSN network.

To view the work click here.

Chris Dobson, general manager of digital marketing sales and trade marketing, MSN International, talks about how it is leading the way for digital advertisers into the third era:

"If someone were to describe to you a scene featuring Robert Downey Jnr starring in a James Bond-style mission to find the 'Route to Confidence', you might be forgiven for thinking it was the latest summer blockbuster movie.

"But you would be wrong. Online 'filmlets' are the latest way creatives and advertisers are taking their brands forward through super-advanced digital marketing that speaks to consumers through formats in which they have a genuine interest and desire to consume.

"With more sophisticated consumption habits, the 'hard sell' has less cut-through and advertisers are beginning to see the value in the subtle methods of online.

"The online creative (executed alongside the TV and print advertising) used the Volvo TV creative to stream to internet users as they were surfing the web, however through advertising on MSN, this campaign was highly targeted to only stream to a specific male audience.

"The MSN Car channel enabled the campaign to be integrated with automobile content and this was supported by other channels that best met Volvo's needs, such as: the MSN Homepage; MSN Money; MSN Business and MSN Travel."

MSN is the exclusive sponsor of the Cyber Lions awards at this year's International Advertising Festival in Cannes. For more information visit www.europe.advantage.msn.com.

WIN £5,000

Enter The MSN Gallery, supported by Campaign, which celebrates the achievement and development in UK creative digital advertising over the past five years.

Entries are encouraged from any creative agency, company or brand. We'll be rewarding creative ad campaigns from the last five years across five sectors. The judges will be looking at that ad's creative idea and how it creatively makes use of the technology best available at that time.

The overall winner will receive £5,000 with the winner of each category receiving £1,000.

Entry is free. For more information and details of how to enter, visit The MSN Gallery.

The closing date for entries is July 26 2004.

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