The Dalarö’s mystery

I chosen this case first because it is in the same time a really good advertising which received 11 rewards and in the other hand this ad manipulate the consumer. Actually, the ad wants to play with the consumer to catch him attention. It is called a “buzz”. It was the advertising campaign to launch the new Volvo S40 on the market.

At first, in February 2004, 30 000 opinion’s leaders received an e-mail. This e-mail disclosed only the main information: why 32 inhabitants of a small Swedish village (Dalarö) bought the same car (Volvo S40) the same day? The aim was creating an e-mail chain to spread the information. The e-mail had a link towards de Volvo’s website because another goal of the campaign was increase the visitor’s number.

Second, the “classical” advertising program took the relay. They broadcasted some “teasers” in the newspapers, on TV, on the radio… All these media had the aim to attract the consumer to the Volvo’s website where they could see these video:

A teaser is a message without signature that the consumer is not able to understand at first. It has like aim to catch the attention because the consumer doesn’t understand. He tries to understand and in this way he is more involved. Later, a second message will come and explain the first. The second message is signed otherwise the ad has no impact. The two messages can be in the same ad or not. You can see below an example with the two messages in the same ad:

After had aroused the interest of the consumer with a 360° campaign, Volvo signed at least their ads. The mystery became no more a new item but an ad. Don’t you feel fool? Or do you think that is original and fun for the consumer?

~ by Virginie on 7 September, 2008.