Care by Volvo
Care by Volvo, a subsidiary of Volvo, approached Rhino Events, an automobile events specialist, to help them produce a live event for the launch of their new product, Care by Volvo, a flexible car subscription service. Unable to produce an in-person event due to the pandemic and with no experience of online events, Rhino approached Hub to design, produce and manage a live online event.
The event was to tie in with the announcement of Volvo’s three-year partnership deal on Sustainability with The Eden Project and the inception of Volvo’s first Electric Vehicle. The event was to be filmed and streamed live from The Eden Project in Cornwall with guest speakers including,Tim Smitt, Founder of Eden; Poppy Okotcha, horticulturist and Volvo brand ambassador; and Care by Volvo representatives.
What we did
The Hub team initially scoped out the project with a site visit to the The Eden Project. They scouted both indoor and outdoor locations, checking network connectivity, power infrastructures and site regulations. The set build, crew requirements, filming requirements and logistics were then planned for the live event and a pre-recorded VT.
As well as the live online event, Care By Volvo required a brand video to be created before the event that they could use for promotional purposes. With a focus on the Eden Partnership as well as an introduction to the Care by Volvo subscription service, the objective of the VT was to drive engagement, directing interest to registering for the live event.
Hub filmed, directed and produced the brand video, filmed on location at The Eden Project. To capture the outstanding beauty of the location and the cars in motion, Hub used drones, giving viewers a birds eye view of The Eden Project, and creating the perfect backdrop for Volvo to launch their Eden Partnership and deliver their message on Sustainability.
For the live event, Hub designed a set that not only complimented the location and the Volvo brand, it created a design framework for the theme of Sustainability. This design theme was replicated on the online bespoke hosting platform, customised by Hub, to create a consistent and seamless viewer experience.
On the day, the live panel discussion with a host and four guest speakers was followed by a live Q&A session. Throughout the event viewers were not only able to add their questions to the platform, they were also able to request a personal callback from the Volvo sales team. The live broadcast was live vision mixed on location and streamed seamlessly to the online audience. Post broadcast, Hub edited an ondemand version that was available on the same day for all those that missed the live event. Post-event performance analytics and data was available to Volvo to use for further marketing and promotions.
Volvo and Care by Volvo were thrilled with the event. The live event was well attended and the feedback was positive with many more watching the ondemand version post-broadcast. The launch of the new subscription service was successful and Volvo were pleased with the tie-in to the Eden Project Partnership and the Sustainability theme. Hub are now working with Rhino Events on future automobile events.
“The project was a complicated global campaign involving TV, brand spots, online content and advertising. It was a great success exceeding target objectives.”
“It's not just one video we need to think about but how the different formats work across social media. We were really impressed with the amount of detail and depth that Hub have gone into.”
“What we loved about working with Hub is that they understood what we were trying to do in the industry and they took our brief and within a couple of days had a solution to that which fitted with what we had in our minds.”
“Steps to Investing brand needed to work across multiple formats from print to digital and had to be reassuring to a sceptical audience of savers. I’m really pleased with how the identity ended up and helped us launch a vital new service into the UK marketplace.”