Volvo MY gamifies Drive-In Moves campaign with codes hidden in films

To promote the new XC40, Volvo Cars created two films specially for the Malaysian market as part of its Drive-In Moves campaign. The films were shot in the idyllic countryside of Sekinchan and the exotic urbanscape of Kuala Lumpur’s Chinatown. Done in collaboration with Grey Malaysia and Reservoir, the films "An Angel in Chinatown" and "A Filmmaker's Journey" feature two upcoming talents respectively - bartender Angel Ng and filmmaker Quek Shio Chuan. Besides merely telling heartwarming stories, the films also contain special XC40 codes. Upon finding the hidden codes, consumers are encouraged to send them to the dedicated XC40 WhatsApp number to win a test drive experience to the five-star Majestic Hotel in Malacca. The fully integrated digital campaign will roll out across Facebook, Instagram and YouTube. The campaign is also supported by a covermount in The Star containing a mini smartphone projector, enabling consumers to project the new films on their walls. Rema Chetty, marketing and PR director of Volvo Malaysia said the new car is a "game changer" for Volvo as it appeals directly to a younger and more dynamic audience. "Quek and Ng are great examples of the modern face of Malaysia, and it’s great to be able to show the agility of the new XC40 against the backdrop of our beautiful country," Chetty said. Meanwhile, Grey Malaysia's ECD Graham Drew said it is so lucky to be able to shoot in "richly textured places" such as Chinatown. "But the problem with most car films is that people just watch them and move on, it doesn’t occur to them that they can drive that amazing car they just watched. By gamifying these beautifully shot films, we’ve found a whole new way to generate leads for test-drives," Drew added.