Volvo provokes digital debate for new C30

by Hayley Pinkerfield, Revolution UK 09-Apr-08, 09:10

LONDON - Volvo has unveiled an online campaign aiming to shift brand perceptions and to support its new C30 R-Design model.

The campaign, designed and produced by digital design agency Burrows, promotes the new C30 R-Design, as well as raising awareness of the S40 and V50 R-Design models.

Visitors to the site at http://www.volvocars.co.uk/c30 move through three zones of debate: art vs crime, perfection vs obsession and safety vs control.

These zones spring from the television adverts which are based on the difference of opinion the C30's styling has provoked between the older and newer generations of Volvo drivers. The site aims to present the cars' benefits amidst consumer debate.

The campaign will be supported by online advertising across lifestyle and automotive sites. Formats will include standard and expandable units, as well as page take-overs of design-lead consumer technology sites such as T3.

The online push has been designed to reinforce the ATL concept, ‘great design creates debate', and drive traffic to the campaign microsite.