The Chrysler 300 – Making You an Offer You Can’t Refuse

 Image has been something that has always seemed to pass me by slightly. As I write this I am sat in an office wearing a cardigan and jeans; hardly a bold and brave fashion statement. It would be fair to say that I am not exactly the most ostentatious human being on the planet, but part of me craves to change that. A portion of my psyche, buried underneath layers and layers of shame and guilt, wants to buy an item that screams out to the world, “Look at me world! Look at meeeeee!” So far I have kept this mental impulse successfully under wraps, partly for reasons of decency, partly because I never seem to have enough money to afford anything other than the mundane. I do, however, have one fantasy that if even given a modicum of a chance of achieving I would pounce on in a second.

Now I’m assuming that being cultured and intelligent people, you have probably seen the Godfather films. Well, to put it bluntly, I want to be the Godfather. The power, the influence, the style and the lifestyle are all the stuff of dreams. Obviously I’m not interested in the gambling, racketeering and indiscriminate murdering; I just want the house, the suits, the respect and the cars. Seeing as how the housing market is in the doldrums, I already have a (admittedly ill-fitting) suit and no one will ever respect me, I’ll just have to settle for the car.

Alas they don’t make cars like they did back in the halcyon days of mob rule; the wonderfully majestic Cadillac Fleetwood 75 is the perfect way for a Mafia boss to travel combining comfort, prestige and style. Unfortunately this particular model ceased production in the 1970’s and to buy one now would probably cost you a small fortune. So for the modern Don, there has to be a suitable substitute.

At this point I would like to introduce the Chrysler 300 [http://www.cheapchryslerjeep.co.uk/specials/chrysler-300c.shtml]; possibly the most regal looking car Chrysler have manufactured and arguably a suitable transport for any Mafia Don to be driven around in. The biggest plus point of this particular vehicle is the price point. A fully specced Chrysler 300 (that includes luxury chrome wheels, bucket seats, seatback tables and Video Entertainment system) comes in at the remarkable price of around £37,000; a very good price for a luxury car. This is proof enough that you don’t have to be a boss of one of the Five Families to afford opulence.
The power to drive all this class comes from the roaring 5.7 Liter V8 engine, which when pushed sounds similar to a lion being poked with a stick; very angry and extremely aggressive. With a 0-60 time of slightly less than 6 seconds, you’ll not only have the best looking car at the traffic lights, but you’ll most likely be the first one away from them.

American cars aren’t renowned for their maneuverability and often seem too bulky for our quaint British roads, but the Chrysler 300 hugs the corners as well as any large saloon and makes for a comfy ride; both for the driver and the perilously dangerous mafia boss in the back. The Chrysler 300 is an impressive drive by anyone’s standards.
Just make sure that you don’t have any vendettas with anyone, you wouldn’t want it to explode when you turned the key in the ignition…

Batteries – Bringing Power to the People

Have you ever considered how many times in a day you make use of a battery? You pick up your mobile phone and it has a battery, you start you car and the engine fires up because of a battery, you’re at a work meeting and your laptop is running off a battery, you look at your wristwatch and it has a battery – you may even have one in your razor or toothbrush. Batteries are ubiquitous sources of power in our lives and make our daily functioning easier and more convenient. They do also however need to be charged in order to be of use to us.

Count Alessandro Volta was the Italian physicist who bought the wonderful world of battery power to life. He created a simple battery in 1799 from zinc and silver metal plates and brine-soaked paper known as the voltaic pile that was the first device to emit a steady current. In recognition of Volta’s discovery the SI unit of electromotive force, electric potential and electric potential difference became known as the Volt. Voltages of commonly used items include car batteries 12 V, single, non-rechargeable alkaline batteries 1.5 V and household mains 230 V. To maximize the use of the electrical charge produced by a battery it must be connected to a load, for example a motor or an electric circuit.

Batteries require anodes, cathodes and electrolytes to produce a current involving an electrochemical reaction that moves electrons from negative to positive terminals and come in both non-rechargeable and rechargeable forms. To restore the charge in the rechargeable battery, energy must be supplied from an external source, for example via a battery charger, that moves the electrons in reverse from positive to negative terminals, thereby restoring the charge. Lithium-ion (LiOn), nickel-metal hydride (NiMH) and nickel-cadmium (NiCd) batteries are examples of rechargeable batteries. The charging process however is not a hundred percent efficient so gradually charge is lost and the battery will eventually cease to function.

Batteries are broadly divided into three categories namely industrial, automotive and portable types where the industrial types can be of any size but designed exclusively for industrial or professional use as opposed to portable types that are used in laptops, mobile phones and MP3 players. Industrial batteries can be used as a source of power in forklifts, golf carts, lighthouses, professional video equipment and mobility buggies. More interesting applications for batteries are in medical science, asset tracking equipment, uninterruptible power supplies and in the aerospace industry. Next time you have a moment, picture what our world would look like if we had to walk around with everything plugged into a socket.

Interception: How Volvo Disrupted the Way We Attract Attention

The greatest interception ever didn’t happen on the field of Superbowl Sunday. It happened on Social. Volvo Cars chose a more customer-centric philanthropy instead of a big-budget advertising spend. While Mercedes-Benz, BMW, Lexus and other car companies burnt USD 60M to buy ad time during the game, Volvo scored a social media touchdown without stepping on the green.

Last year, we saw a shift towards the use of an appealing digital methodology that shaped not just how we use digital media, but how technology can change our approach to TV advertising.

Volvo crippled the competition with their “Interception” campaign. It was called the “Greatest Interception Ever.” They did it not through the use of traditional media but by running a Social Media campaign. Volvo “Interception” is a socially-driven campaign alternative to the traditional TV ads. This effort is a reflection of the company’s human-centric values of prioritising people first in everything that they do. You can find this in the design and cutting edge technology of all Volvo cars that’s loved by drivers globally.

THE CONTEST

On Feb 1, 2015, the Swedish automakers asked their followers to Tweet using the hashtag #VolvoContest whenever any car commercial is aired during the big game. They nominated a loved one for a chance to win a new XC60 Luxury Crossover, Volvo’s priority model in the U.S. market. So while the competitors are showing what matters to them, Volvo wants to know who moves, who inspires, and who matters most to their customers. The best tweets got a response from Volvo, and five lucky winners were selected.

THE CATCH

· You can’t nominate yourself.

· The tweet had to be sent out during a competitor’s 30 seconds airtime.

· You are required to choose a family member or a friend to win the car.

· You also have to include the WHY you picked your nominee.

THE STRATEGY

· Launched videos through Volvo’s social channels.

· Collaborated with the Jimmy Kimmel Live show and gave away a free Volvo XC60.

· Informed followers to engage via Twitter and share the campaign.

· Kept the visitors updated on how and when to participate.

· Drove all correspondence to a mobile optimized landing page.

· Generated PR around their campaign initiatives.

THE GREATEST INTERCEPTION EVER AD

THE RESULTS

Every time a car commercial is played; Volvo Tweets spiked. Over 50,000 Total Tweets in 4 hours

· The campaign drove significant impact and increased visibility for Volvo.

· 70% Volvo XC60 sales increase the month following the game (the highest in its segment).

· Received over 50,000 tweets within 4 hours on the #VolvoContest hashtag (a record-breaking outcome for any automotive brand).

· With over 80 pieces of media coverage, the campaign received over 200MM earned media impressions.

· Grey New York, Volvo’s advertising Agency, won the Grand Prix Awards for Campaign entitled “Interception” at the 2015 Cannes Lions International Festival in France.

· The Tweets trended worldwide.

THE TAKEAWAY

Pay attention to what your competitors are doing. If they start going viral, find creative ways to “Ride on” or “Hijack ” some of their engagements.

Do you find Volvo’s idea remarkable? Do you consider this move as a digital disruptor? Is it ethical to “Hijack ” your competitors engagements? Where do you draw the line? I’d love to hear from you. Share your thoughts in the comments section below.