Project: VOLVO Life is worth it! Slogan: Life is worth to play by the rules! Client: Winner Imports (Volvo) Idea & Execution: Yedynka Digital Time frame: October-November 2011 Description: Launched in October 2011, the "VOLVO Life is worth it!" project became the first socially responsible project of the Volvo brand in Ukraine, dedicated to road safety and the attitude of young people to this issue. Its target audience included people aged 20-25.

1. Life is worth to play
by the rules!
Project: VOLVO Life is worth it!
Client: Winner Imports (Volvo)
Idea & Execution: Yedynka Digital
Time frame: October-November 2011

2. Problem
• According to global statistical data, car accidents kill 1.2 million and
injure some 20 to 50 million people each year. This accounts for
2.1% of the total number of deaths and is comparable with the
number of deaths caused by malaria or tuberculosis.
• Compared to developed countries, the relative number of deaths
caused by car accidents in Ukraine is 7 to 10 times higher.
• More than 40% of deaths in road accidents occur with people
under the age of 25.
• Road accidents are the second leading cause of death among
people aged 5-25.
2

3. Life is worth to play by the rules!
“Realizing the extent of the problem, we have come up with
a project that emphasized the value of life and those little
things that make it worthwhile.”
Valeriya Blinova, Volvo Brand Communications Manager,
who initiated the project

4. Launched in October 2011, the “VOLVO Life is worth it!” project
became the first socially responsible project of the Volvo brand in
Ukraine, dedicated to road safety and the attitude of young people
to this issue. Its target audience included people aged 20-25.

5. Lead-in data
• One of the main competitive advantages of Volvo passenger cars
is safety.
• It was Volvo that introduced most of the safety devices that are
nowadays used throughout the entire automotive industry.
• According to the Ukrainian death rate statistics, car accidents
occupy the 5th position.
• In the majority of these cases the car is driven by a young person
aged under 25.
• Speeding, talking on the phone while driving, drunk driving and
failure to use seat belts refer to the main reasons for fatal car
accidents.

6. Projects Tasks
• Inform the public about the real numbers of car accidents and
their consequences in Ukraine.
• Demonstrate how seemingly simple actions can have a
significant influence on the outcome of car accidents, saving
thousands of lives each year.
• Position Volvo as a socially responsible brand that sees safety as
its core value.

7. Solution
• First of all, we decided to reject “bloody” intimidation and focus
on the positive facts that make us hold on to dear life and
adhere to the rules of road safety.
• That is why we came up with a cheerful and an interactive
approach to attract the attention of as many young people as
possible and urge them to collect “pluses to their karma”.

8. Partners

9. Digital components of the project: project
web page
Domain www.lifeisworth.com.ua
Each major reason for car accidents was
spared a separate page.
We created the Online Volvo Safety
Museum that described the history of
Volvo's inventions that made cars safer.
We developed a separate block that
randomly showed simple tips on road
safety.

10. Digital components of the project : facebook app
We have created an app
that allowed Internet
user to collect “pluses to
karma” by answering
questions on road safety
and win prizes thanks to
their wit and general
involvement.

11. Digital project components: banners
In addition, we managed to place project banners on several
powerful online media resources, including Autocentre.ua,
Korrespondent.net, AutoTravel.ua, Djfm.ua.
After two months the total number of banner exposures
amounted to 1 million!

12. External support
A number of our partners
supported the initiative with
multiple reposts in the social
media and individual
publications on their websites.

13. Project results
“Digital” results:
• Over 11 000 page views of project website during the campaign.
• Over 2 000 facebook app users.
• 1 000 000 banner exposures on 4 popular web resources.
• Up to 50 publications about the project on various websites and
countless reposts in the social media!!!!

14. Project results
Other results:
• A poster campaign, covering 340000 students in 9 universities.
• City-light exposures to 15 000 000 visitors of the OKKO gas
stations all over Ukraine in Oct-Nov 2011.
• A total of 103 000 radio listeners heard the mention about the
project on DJfm during two months.
• A total of 1 000 000 people were able to see project
advertisement and hear voice mentions on MTV.
• 15 000 readers of the Autocenter magazine were able to learn
about the project from its pages.
Promotional budget: UAH 0,00
Moreover, our partners expressed strong desire to develop the
project further!

15. Заголовок презентации
Назва презентації, довга,
довша за дуже довгу
10.06.2010
Thank you for your attention!