Interception

Background

This campaign was centered around an online competition, one with a direct, time-sensitive call to action: Start your nomination in a tweet with #VolvoContest, but only during other car company's Super Bowl commercials. Broader spontaneous awareness and consideration are long-term success metrics for Volvo, but to kickoff a new phase of public awareness, consumer involvement was needed. If they wanted credit for stealing attention on Super Bowl Sunday, they needed people to connect with the brand directly.