ChannelFlip Ad Funded Programming - Volvo ( Trailer )

Comment by Mike Nicholson on January 5, 2010 at 3:20pm

Thanks for posting this, Barney.

I thought it was a very good piece of branded content, and commendably brave of Volvo to allow a couple of guys like Dom and Rufus to front it!

I assume the objective of the campaign was to illustrate the fuel efficiency of the Volvo S70? Have you got any learning’s/ a case study from this campaign that you can share with us?

Cheers.

Comment by Barney Worfolk-Smith on January 5, 2010 at 3:38pm

Thanks Mike.

No case study as the dust hasn't settled on the campaign yet. Yes, the fuel efficiency was the point.

I suppose a couple of notable features of the campaign were that:-

All it takes is one person client side with a spark of creativity to get something off the ground. We've always previously felt that it would be smaller organisations who would be able to push through and be happy with content like this. Not so. Larger companies like Volvo as well but from a specific brand manager - of course - with great input and help from the guys at Mindshare, with whom this idea was hatched.

The second, and most important thing I think is the use of well known faces/names. This drives interest. This hasn't been PR'd but if you Google it, its already all over the place - via Twitter and other social media. Notably, as a favour to the client we popped it up on our Channel for a month and it got 500k views.

The old adage is true - content is king.

Feel free to ask more offline and I'll furnish you.

B

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