Kancil Awards

The Malaysian Advertising Awards

(3.1) Online advertising [banners, brand applications] — BRONZE, The Volvo Race 08/09, Immerse Communications sdn bhd

Brief
Get Malaysians interested in the world’s largest, longest and most perilous ocean sporting event...ever! The Volvo Ocean Race 2008 / 2009.

Challenges & Objectives

8 racing teams with their massive 70ft Volvo Open-70 racing yachts were stopping over in Singapore. The closest it will ever come to Malaysian shores. After which, they will continue their globetrotting journey to circumvent the planet for the next 6-7 months.

The challenge was to generate interest and excitement in a people who lived in a country where there was almost no interest in sailing, and worse yet...who knew almost next to nothing about it?

Solution

To crank up the excitement and interest, an interactive website was built to engage online users to interact and build their very own Volvo Open-70 racing yacht. With the aid of augmented reality technology and the use of a specially customised marker which had the word "AHOY!" on it , they would then be able to view a 3D model of the racing yacht in the palm of their hand whilst visiting the Volvo Ocean Race website.

Building the virtual racing yacht was essentially the stepping stone for users who could then extend their digital experience by sending out invitations to friends and recruiting them to become "crew-members" and share their experience plus spread the word further about the epic event.

Results
Absolutely no advertising dollars were spent to promote this campaign. Essentially, there was only an article which was strategically seeded on to the Wikipedia social network and a hyperlink from the Volvo corporate website itself. This aided in generating over 21,000 pageviews by almost 6000 unique visitors to the site over the course of the actual race.


Title
The Volvo Ocean Race 2008/2009

Client
Volvo Car Malaysia

Product/Service
Augmented Reality Interactive Website

Internet URL
http://www.vcc.com.my/oceanrace/

Creative Director
Kerry Khoo

Art Director
Tan Kok Huat

Copywriter
Kerry Khoo

Programmer
Sonny Soh, Chris Tan

Client Service
Jeffrey Tang

 

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