The Challenge

Taiwan's market for station wagons is limited, with preferences leaning more towards sedans and SUVs. The Volvo V60, a station wagon, needed a unique approach to penetrate this market. The challenge was multifaceted: how to create a buzz around an unconventional vehicle and how to resonate with a demographic that values individuality and authenticity over mainstream choices. Volvo needed a campaign that could evoke strong emotions and stand out in a cluttered market.

The Solution

The solution lay in tapping into the cultural roots and emotional memories of the target audience. Volvo's campaign centered around the nostalgic Taiwanese film "Blue Gate Crossing," a movie that holds a special place in the hearts of the ME generation in Taiwan. By reuniting the film’s beloved characters, Bo-Lin Chen and Lun-Mei Gwei, Volvo crafted a narrative that was both nostalgic and contemporary.

The campaign revisited the unresolved question from the film: "In the end, we didn't become the adults we despised." This poignant reflection resonated deeply with the ME generation, many of whom were now at a stage in life where they were looking back at their younger selves. The campaign suggested that choosing the Volvo V60 was akin to staying true to one's youthful ideals and individuality.

Through various media channels, including a beautifully shot film, social media, and interactive showroom experiences, Volvo brought this narrative to life. The message was clear: the V60 is for those who refuse to follow the crowd and remain true to their unique selves.

The Results

The campaign's results were a testament to its effectiveness. Key performance indicators showed significant improvements:

• YouTube Clicks: The campaign generated a 714% increase in YouTube clicks, indicating high engagement and interest in the content.
• Social Media Engagements: There was a 164% increase in social media engagements, reflecting the campaign’s resonance with the audience.
• Showroom Visits: Showroom visits saw a 110.8% increase compared to the same period the previous year, translating online engagement into real-world action.
• Sales: Most importantly, sales increased by 41.46% compared to the same period the previous year, showcasing the campaign’s impact on the bottom line.

Awards and Recognition

The campaign’s innovative approach and impressive results did not go unnoticed. It received numerous accolades, including:

• 2021 Q4 Best of the Season, dentsu Taiwan Group / Creative Content - Shortlisted
• 2022 4A Creative Awards / Best Long Second Film Commercial Award (over 61 seconds) - Shortlisted
• 2022 Times Advertising Awards / Marketing Category Transportation - Silver
• 2022 Click Awards / Marketing Category KOL Marketing Award - Merit
• 2022 Digital Singularity Awards / Best Content Entertainment Award - Shortlisted
• 2022 Excellence Agency & Advertiser of the Year / Excellent Story Marketing of the Year - Bronze