The Swedish automotive brand Volvo approached us with their desire to link the brand more strongly with the topic of e-mobility. It quickly became clear that the strategic goals required more than just a campaign.
Volvo sees itself as part of the problem - to be part of the solution, Volvo wants to drive new ways of mobility and change their public perception for the better. Today, tomorrow, and beyond. The focus is by no means on brand and models – but on information and education. An idea that not only appealed to us from the very first moment but seemed necessary.
Many companies are currently facing the challenge of addressing sustainability issues in an authentic way – which may include admitting that they themselves have been part of the problem for decades. That's why it was important to position Volvo not just as another producer of electric vehicles, but as a thought leader in this field.
Another challenge was to create a concept for the relaunch of the Volvo eZone to provide informative content in an appealing way for different target groups and to serve the diverse levels of knowledge individually.
Topics like climate change and alternative drives seem to lie far in the future. That's why we've made it our mission to bring the future closer and make this great unknown more approachable.
The idea expresses many things – from urgency to optimism. "Morgen kommt sicher" (Tomorrow is coming for sure) is a digital campaign that shows the concerns and wishes of various Austrians with different approaches to the topic. Authentic, accessible, and unscripted. The short film was realized together with MXR Productions. Various video cuts lead to the Volvo eZone, where questions, prejudices, and uncertainties about electromobility can be interactively experienced. Thanks to the close cooperation with the Federal Association of Electromobility Austria, the local reference does not miss out either. The stories were created by Dialogium based on our content strategy.
The Volvo eZone is a dynamic project that is constantly growing and aims to position Volvo as a thought leader in Austria. Today, tomorrow and beyond. At the end of June, we were able to launch phase two, in which we focused on expanding the interaction possibilities and creating innovative formats with a gamification approach. In the course of this, a quiz for playful knowledge transfer and an interactive 3D map were integrated.
The Discovery Map provides real-time information on the charging infrastructure throughout Austria, which is integrated via an interface. Here, users can find information on plug types, electricity types, opening hours, parking fees, etc. The Discovery Map also links the location of the charging point with the ranges of the Volvo models and recommends relevant charging content to the user.
The vibrant topic of sustainability in the automotive sector has characterized the last few years in particular. Alternative propulsion systems are no longer a dream of the future, they are more in demand than ever. With our eZone, we want to counteract the lack of knowledge and prevailing myths. At Volvo, we put people at the center of everything we do. We are delighted to have found in digitalwerk a creative and strong implementation partner for this project.
Cosma Allegra Handl
Digital Marketing, Volvo Car Austria
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