Our objective: bring Volvo, a quiet, forgotten brand, to the public's attention; and do it during the Super Bowl, when brands spend $4.5 million for 30 seconds of airtime. We took that ad momentum, and utilized smart second-screen tactics to swivel attention from competitors throughout the game. Rather than spend TV money, we went online to offer people a chance to give a new Volvo to someone who matters to them, aligning with Volvo's core brand values. Online video and PR let people know about our campaign, and hyper-targeted social efforts drove engagement. It was the ultimate interception.
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