Volvo’s new XC60 was released with 60 new car feature innovations. The target audience for the vehicle were young professionals and families who were very active online, particularly on YouTube.
Instead of one standard pre-roll ad, Grey Canada set out to hyperlink all the features to “6 billion hours”; the total amount of YouTube content that is typically viewed over the course of a month. That way, the pre-roll ad you were forced to watch would feel more customized to the YouTube video you were waiting to watch…and catch your attention.
They hyperlinked specific YouTube themes and subject matter to specific car features. Team members from Creative, Media and Analytics all worked together 24hrs/day, creating hundreds of XC60 pre-roll videos that delivered trending & topical messages in real time. In addition to ‘standard’ YouTube themes and tags.
Campaign credits are at the bottom of this page.
VOLVO “6 Billion Hours”
Agency: Grey Canada
Chief Creative Officer: Patrick Scissons
Creative Director: James Ansley
Art Director: Rob Trickey
Writer: Dave Barber
Agency Producer: Erica Metcalfe
Account Service: Mariam Saab, Paul Curtin
Production Specialist: Biko Franklin
Technology: John Breton
Media Agency: HAVAS
Media Planning: Mark-Olivier Thibault, Kirk Cavell
Film Production: Sugino Studio
Director: Shin Sugino
DOP: James Gardner
Producers: Andy McLeod, Dan Arki
Editor: Melanie Hider
Colourist: Eric Whipp, Alter Ego
Visual Effects: Topix – Marco Polsinell, Eugene Marchio
Audio House: Apollo Music – Daenen Bramberger, Tom Hutch, Spencer Hall