Volvo to launch XC70 with cine-game ad
Volvo is set to launch its new CX70 in the UK next week with Europe’s first cinema game ad.
The ad has been created with new interactive technology from the US which will enable cinema audiences to control a Volvo car game on screen by waving their hands in unison.
The interactive ads will be screened before Pixar’s latest animated film Ratatouille, which will be available in cinema’s nationwide from 12 October.
The cinema spots signal the start of a multimedia campaign for the CX70, which will include print and internet activity. All of the creative includes the Swedish car manufacturer’s new strapline ‘Life is Better Lived Together’.
The activity kick starts the first collaborative work for Volvo from the newly appointed US agency Arnold and London independent Nitro.
Last month, Volvo promoted direct marketing manager Anita Fox to its top UK marketing position, following Paul Walder's move to the global marketing team.
Volvo's latest marketing push comes as the company’s future is clouded in uncertainty following speculation that Ford is looking to offload the brand, following its disposing of Jaguar and Land Rover.
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