2011 Winners & Shortlists

Results and Effectiveness

The banners received a high interaction rate with a click-through rate to Volvo’s website of 3.4% - much more than the average rate of 0.2 to 0.3%.

Creative Execution

Since the Internet usage rate in the UAE is 75.9% and almost every car buyer does research online prior to the purchase, we knew where to go with our limited budget. What we also knew: normal banner ads don’t cut the clutter. We needed a more engaging solution. The idea was to create banners that don’t talk about the Lane Departure Warning, but, in an interactive way, let Internet users experience it. Two banners were placed on each side of websites showing the markings of a road. Once the mouse moved across the markings, the browser window started to shake like the steering wheel would with the Lane Departure Warning. A perfect demonstration of how the system works.

Insights, Strategy and the Idea

Volvo’s XC60 is one of the world’s safest cars with comprehensive safety features. One of them: Lane Departure Warning, a mechanism that warns a driver when the vehicle moves out of its lane. The task was to advertise it.