Life is worth to play by the

rules!

Project: VOLVO Life is worth it!Client: Winner Imports (Volvo)

Idea & Execution: Yedynka DigitalTime frame: October-November 2011

2

• According to global statistical data, car accidents kill 1.2 million and injure some 20 to 50 million people each year. This accounts for 2.1% of the total number of deaths and is comparable with the number of deaths caused by malaria or tuberculosis.

• Compared to developed countries, the relative number of deaths caused by car accidents in Ukraine is 7 to 10 times higher.

• More than 40% of deaths in road accidents occur with people under the age of 25.

• Road accidents are the second leading cause of death among people aged 5-25.

Problem

“Realizing the extent of the problem, we have come up with a project that emphasized the value of life and those little things that make it worthwhile.” Valeriya Blinova, Volvo Brand Communications Manager, who initiated the project

Life is worth to play by the rules!

Launched in October 2011, the “VOLVO Life is worth it!” project became the first socially responsible project of

the Volvo brand in Ukraine, dedicated to road safety and the attitude of young people to this issue. Its target

audience included people aged 20-25.

• One of the main competitive advantages of Volvo passenger cars is safety.

• It was Volvo that introduced most of the safety devices that are nowadays used throughout the entire automotive industry.

• According to the Ukrainian death rate statistics, car accidents occupy the 5th position.

• In the majority of these cases the car is driven by a young person aged under 25.

• Speeding, talking on the phone while driving, drunk driving and failure to use seat belts refer to the main reasons for fatal car accidents.

Lead-in data

• Inform the public about the real numbers of car accidents and their consequences in Ukraine.

• Demonstrate how seemingly simple actions can have a significant influence on the outcome of car accidents, saving thousands of lives each year.

• Position Volvo as a socially responsible brand that sees safety as its core value.

Projects Tasks

• First of all, we decided to reject “bloody” intimidation and focus on the positive facts that make us hold on to dear life and adhere to the rules of road safety.

• That is why we came up with a cheerful and an interactive approach to attract the attention of as many young people as possible and urge them to collect “pluses to their karma”.

Solution

Partners

Domain www.lifeisworth.com.ua

Digital components of the project: project

web page

Each major reason for car accidents was spared a separate page.

We created the Online Volvo Safety Museum that described the history of Volvo's inventions that made cars safer.

We developed a separate block that randomly showed simple tips on road safety.

Digital components of the project : facebook app

We have created an app that allowed Internet user to collect “pluses to karma” by answering questions on road safety and win prizes thanks to their wit and general involvement.

In addition, we managed to place project banners on several powerful online media resources, including Autocentre.ua, Korrespondent.net, AutoTravel.ua, Djfm.ua.

Digital project components: banners

After two months the total number of banner exposuresamounted to 1 million!

External support

A number of our partners supported the initiative with multiple reposts in the social media and individual publications on their websites.

“Digital” results:

• Over 11 000 page views of project website during the campaign.

• Over 2 000 facebook app users.

• 1 000 000 banner exposures on 4 popular web resources.

• Up to 50 publications about the project on various websites and countless reposts in the social media!!!!

Project results

Other results:

• A poster campaign, covering 340000 students in 9 universities.•  City-light exposures to 15 000 000 visitors of the OKKO gas stations all over Ukraine in Oct-Nov 2011.•  A total of 103 000 radio listeners heard the mention about the project on DJfm during two months.•  A total of 1 000 000 people were able to see project advertisement and hear voice mentions on MTV.•  15 000 readers of the Autocenter magazine were able to learn about the project from its pages.

Promotional budget: UAH 0,00

Moreover, our partners expressed strong desire to develop the project further!

Project results

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