An immersive show and a new car got married, and colleagues from Sostav.ru: advertising and marketing in Russia wrote excellent material.
http://www.sostav.ru/publication/novaya-kampaniya-ot-volvo-filosofiya-brenda-cherez-immersivnoe-shou-28828.html Throughout its 90-year history, the Volvo brand has been focused on people and caring for people. Through the performance and stories told by its characters, the brand managed to convey both the brand philosophy and product features of the new XC60 crossover in a light, unobtrusive form. The presentation of the brand's new car took place in the format of an immersive theatrical show. In the Art Residence complex of designer mansions, Volvo gathered representatives of the media, its clients and partners. The event lasted for three days and was attended by more than 1,000 people. The performance was organized by Anton Svekolnikov, director of public relations at Volvo Car Russia, as well as the agencies Eventum Premo and Rise Entertainment. The key idea of the current Volvo brand strategy: Designed around you. The car and everything that accompanies it is built around a person. Caring for people is a key element of communication. In this regard, the brand’s latest commercial came out with the slogan: “Sometimes the moments that don’t happen are the most important.”Progress of the performanceAt the beginning of the show, each participant received a mask stylized as a car mannequin. This creates a special moment of experience, a dramatic load. The color of the mark on the mask determines the guest's path around the site. Participants find themselves at the breakfast of an ordinary family - father, mother, two children, grandfather and dog. There is a pleasant smell of coffee in the air. Slow morning conversations.
From the conversation it becomes clear that the family is preparing for an important and risky event. With each subsequent scene the tension increases. The family has to go through something, what exactly – the audience will find out at the very end. After breakfast, the show participants find themselves in the gym along with the main character. The hero's friends talk him out of something, even offer to run away. Our hero claims that this is his duty. The gym is being replaced by a school classroom. Children talk about how to behave in a car. Alarming notes are heard again. Guests are always involved in the performance, sometimes they even had to choose between two parallel scenes.
After a dance performance with the participation of the audience and a visit to the bar, the finale of the show begins. The four main characters dress up in crash mannequin costumes, put on masks, and leave. Viewers see a video: The actors appear in front of the audience with a birthday cake. What they had been preparing for for so long did not happen, because today it was a Volvo car that was being tested.Anton Svekolnikov, Director of Public Relations at Volvo Car Russia Throughout its 90-year history, the Volvo brand has been focused on people and caring for people. This is what sets us apart from all other car companies. Through the performance and the stories told by its characters, we managed to convey both the brand philosophy and product features of the new XC60 crossover in a light, unobtrusive form.The first generation XC60 was introduced in 2008, and then it became the world's first production car with the City Safety automatic braking system. Today, this system is able to prevent various accident scenarios involving cars, pedestrians, cyclists and large animals, using automatic braking and steering in an emergency. The characters in the play sum up the show with the phrase: “Sometimes the moments that never happen become the most important.”Interesting facts
- The car was lifted to the 6th floor by crane. After that, walls were erected around the car and lights were installed. All the guests were extremely surprised to find a car in the last room inside the apartment.
- Children were involved in the performance (the roles of daughter and son). There were always two pairs of guys on the site. Which one of them would play was found out 5 minutes before the start of the performance.
- Famous actors Oleg Shklovsky, Alexander Stefantsov, Gennady Vyrypaev and others took part in the show.
Ekaterina Streltsova, Head of Customer Relations Department at Eventum Premo As far as I know, no automaker in Russia has ever chosen such a bold format as an immersive theater to present a new model. It was a very unusual experience. Firstly, we didn't know how the audience would react. Secondly, we ourselves did not fully understand what kind of product we would get, because theater is a very flexible genre, where the result depends on a huge number of factors that cannot always be calculated, since its basis is people, not technical means.But the guest reviews were much more emotional and positive than we could have imagined! Thanks to empathy with the characters of the play, the audience was able to deeply feel that the main thing for the Volvo company is concern for safety. This idea was incorporated into the presentation concept. And the fact that everything happens around the viewer, involving him in the action, reacting to it, reflects the key communication of the brand - Designed around you.
Zhu Montvilaitė, director of the play Volvo Moments It is very cool that brands are emerging that make such bold decisions that car mapping and special effects fade into the background and are replaced by the genres of theatrical interactives on the verge of immersive experiences. This is the format that clearly explains the advantage of the product, real and not fictitious. Of course, if this format spreads, it will be a victory. Often a timid person cannot even come up and touch the product, and if this product is far on the pedestal, then it generally seems unattainable and unsuitable for you. In an immersion performance, you recognize yourself or your neighbor in the actor, in it you can interact with the product and the actors, and you yourself can temporarily become an actor. Composition of the creative team:
- Volvo Car Russia (client)
- Anton Svekolnikov – Director of Public Relations at Volvo Cars in Russia
- Tatyana Alexandrova – Marketing Director of Volvo Cars in Russia
- Eventum Premo (agency)
- Ekaterina Streltsova – Account Director
- Kira Tolkacheva – Senior Account Manager
- Ksenia Karamnova – Producer
- Rise Entertainment
- Zhu Montvilaite – director of the play
