Global Advertising Director, Volvo
Tim Ellis isn't afraid to take a calculated risk.
Volvo's global advertising director approved the brand's quirky "Mystery of Dalarö" multimedia campaign for the new S40 sedan. The campaign told the story of how 32 people in a small Swedish town bought Volvo S40s on the same day.
The story wasn't true, but the attention-grabbing mix of TV, print and Internet ads stirred more interest than any ad in Volvo's history. In Spain, for example, Volvo's dealer traffic increased sevenfold. Millions of people viewed the film on the Web and many others ordered a DVD, giving Volvo their names and addresses for follow up.
Ellis says it is important for Volvo to be aggressive and provocative with its advertising. The campaign succeeded in that respect.
And it seemed to help sales. In the first half, Volvo sold 20,004 S40s in Europe, nearly twice as many as it did during the same period last year.
If Ellis has his way, the "Mystery of Dalarö" won't be Volvo's last unusual ad campaign.