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Volvo & Grey Sydney take Scott McLaughlin on Patrol

Volvo Polestar Racing and their new major sponsor Wilson Security, have kickstarted the 2015 Supercars Championship season with an interesting launch. Volvo Car Australia and Grey Sydney collaborated on producing a non-traditional campaign to reveal the livery of the V8 Supercar’s new sponsor.

The campaign, called The Patrol, involved Volvo Polestar racing driver Scott McLaughlin, who was given the opportunity to go on night patrol with Wilson Security. McLaughlin’s stint as a security guard and the mischief he got up to in an empty car park with his V8 Supercar was filmed and documented by Grey Sydney.

Fans were given an exclusive opportunity to see the film before it went public via Volvo’s social channels. The content was launched across Twitter, Facebook, YouTube and web channels leveraging key partners who include Wilson Security, PAYCE, Polestar, Garry Rogers Motorsport, Volvo Trucks, V8 Supercars, Fox Sports, as well as Scott McLaughlin’s personal social networks.

“It’s not every day you get the chance to launch the livery of a V8 Supercar. We are extremely proud to be part of this campaign and create content that is relevant for our audience. What’s more we produced a film which is going to resonate beyond the V8 fans,” said Chad Mackenzie, Creative Director of Grey Sydney.

Nowadays brands are leading campaigns through social and online, so a content film released online was the logical move for Volvo to do things differently to get cut through.

“We have been working collaboratively with Grey to build an engaging slice of content, to build awareness but moreover to generate all important relevant leads for our business,” said Oliver Peagam, Marketing and Communications Director of Volvo Car Australia.

Client: Volvo Car Australia
Marketing and Communications Director: Oliver Peagam
Agency: Grey Sydney
Creative Director: Chad Mackenzie
Art Director: Adam Frazer
Copywriter: Dan Staudinger
Agency Producer: Katie Wellbelove
Account Director: Justine Leong
Account Manager: Matt Parker
Stills: Cohan Banfield
Production: Brightworks
Producer: Stef Puskar
Director: Cameron D’Arcy
DOP: James Brown
2nd Camera: Mitch Ayers
Editor: Dave Anlezark

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.