What brands can learn from Volvo’s award-winning creative:
Digital execs
EW YORK – Digital executives at the Mobile Marketing
Association’s SM2 Innovation Summit 2015 discussed the importance of bringing
mobile innovation to each sector to boost the potential for eye-catching
creative, naming Volvo’s recent virtual reality test drive as one of the best
examples for other marketers.
During the “Insights from The Smarties Jury Room” session,
the executives discussed several major brand campaigns that nabbed top honors at
the 2015 Smarties Awards, while highlighting tips and best practices for
churning out optimal marketing efforts. Consumers respond best to campaigns
that offer real utility and incite actual emotion, two aspects that were
clearly seen in Volvo’s virtual reality test drive application
“When I was reviewing the different submissions, it was very
late one night,” said Kristen D’Arcy, vice president of global digital at Coty,
Inc. “This one was so exciting for me, and even after viewing every single
submission, this was incredibly memorable to me.
“You’re talking about a luxury product with a price tag that
is not insignificant. Luxury consumers want an experience and they want
something that’s differentiated.”
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