Question

Write at least 2 pages describing a branded entertainment campaign for either your own company or a company of your choice. Describe the Segmentation/Targeting/Positioning of your campaign. Remember Segmentation (how are you dividing people? Age, gender, location, etc). Targeting which segment are you going for? Positioning - How are you advertising to them (digital, tv, etc) and what sort of commercial - (fun, serious, informative)

Answer 1

It is about the “Ballerina Stunt campaign” by Volvo in August 2012. They were launching a new product and wanted to create awareness among broad segment of audience and grab lot of attention for its trucks. It wanted to enhance its brand and aimed for penetrating new markets. They hired famous director Henry Alex Rubin to bring celebrity in their video. He was world highline champion Faith Dikey. They showed the accuracy of steering and driving system of their FN trucks through a stunt performed by the celebrity.

Segmentation and Targeting: The segmentation was according to occupation. Volvo wanted to appeal to wider audience interested in buying trucks as well who used the trucks and the truck drivers. Thus after much planning and research on them and the offered trucks, few unique points of product features were identified to be shown live in the video through action. The best channel could have been either TV or social media. The former being expensive, the latter was used.

Emotional appeal was used to surprise the users by accuracy of driving. The other audience was to be entertained by the eye catching stunts. It was based on narrative approach at many levels to be relevant for many audiences. Full drama was created that build tension in audience that held them till end. It was much entertaining for the casual audience and demonstrated value of product features to target market. Truck drivers are mostly emotional with their trucks thus Volvo trucks were shown in this manner.

The other target customers were the people influencing buying decision of truck. These were drivers and their related circle, owners of truck companies, customers who got their goods carried on these trucks. That’s why a broader reach was chosen.

Positioning: The positioning was done through digital media (Social media and viral videos). The commercial is entertaining adventure. It was circulated on 60,000 websites worldwide. It was also made available to social influencers. They got over 2 million views on YouTube within two days. It positioned the trucks in a novel way with a bang as safe, fuel efficient with excellent steering control and precision. The content was very relevant.

Later public relations at Volvo capitalized the interest generated by live viral videos to place its print material pictures, press release, details of product and illustrations to blog sites, magazine and news channels.