Volvo’s What Drives Edward Cullen: On Point or Missing Target?

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Update:
November 17, 2009 11:50 p.m. ET
Since I am taking part in this contest, I have decided to blog any changes in my POV as the contest progresses. All of my updates will be below the original posting, with the date & time stampped.
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Update no.2
November 22, 2009 3:30 p.m. ET
Complete and final thoughts on everything, including some re-evaluations of original ideas.
SCROLL down for all of my finals thoughts, hints on the phases and more/new images.
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Original post below:-

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Have you ever seen something that seemed really cool, but it really made you cringe, then quickly say to yourself, “WTF?”

That was me recently when I read about Volvo’s “What Drives Edward Cullen” campaign aimed at Gen-Y.

This super advertising blunder seriously makes me laugh and ask myself, “What were they thinking?”

This is because the majority of the Twilight audience cannot drive.

No, I’m not immune to the Cullen. On the contrary, Cedric Diggory reincarnated as a sexy vampire, played by an actor in my age group, is quite fine by me. So don’t get me wrong, a snazzy vampire who sparkles in the sun marketing one of the world’s safest cars is stellar…except, I’m not a 14-year old in lust with a vampire.

If you enter the contest, you can win some New Moon tickets or even better a Volvo XC60, just like Edward drives in New Moon! *yay!*

But here’s where the contest ceases to make sense to me:-

Volvo is slimming down their chances of participation because of their Phases of the Moon scenario.

Basically, every couple of days, after you enter and register, you have to log back into Volvo and complete two pieces of their Phases of the Moon challenge. This means remembering to log in on various days, on various weeks and most of all you have to KNOW information to win.

Can’t be that hard right? Well, think again because that’s a matter of perception.

For example, one of the first of the two Moon Phase challenges required users to put stills from the New Moon trailer in correct order: a) You either watch the trailer and do it in two separate windows on your computer screen or b) you know it by memory.

The second was reciting a few lines from Romeo & Juliet in correct order.

How many people do you really think are going to sit down and do that?

Adults for sure. Anyone over the age of 18, most likely. But again — we have a target audience issue here. Furthermore, of those who could sit down and take on these challenges, how many capable, driving adults do you think actually would?

So, yes, while Volvo is one of the safest brands of vehicles in the world, who is probably trying their hand at Twilight to exploit it’s fan base and get a piece of the vampy pie, they are going about it all wrong.

Even so, let’s just say, the aim of the Volvo Edward Cullen campaign is to show that Volvo has reinvented itself into an edgy brand, full of excitement and danger. I’d really like to know when having a dangerous, edgy car, that could possibly kill you, was considered a good thing? Especially, to parents of young adults?

Isn’t that one reputation, if you were a car company, you would want to keep? i.e) Being one of the safest brands in the world?

Now if we were going for sexy — like say the Aston Martin DBS V12 in a deeper shade of slate — that would be another story…

If I were the Director of Communications or Marketing for Volvo and I had this little project jump in my plate I would:-

  • Give out exclusive New Moon t-shirts
  • Signed copies of the soundtrack
  • Invite the winner of the challenge to go on a test ride with the cast members
  • Put together a joint giveaway with DuWop (and their Twilight lip venom stain) or Mattel (Edward Cullen and Bella Swan Barbie and Ken Dolls have been out since the summer, hello!)
  • Target the parents different than their Twilight kids
  • etc.

The list can go on and on. But, YES, somewhere in there, I too, would give away a car…

…except my main focus for advertising wouldn’t be a target audience who isn’t allowed to drive yet.

Click AD to make it bigger

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UPDATE: November 17, 2009 11:50 p.m. ET
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Alright, so I’ve re-examined my thoughts on this, now that it’s been nearly three weeks.

A few things:-

I DO NOT think this is aimed at anyone under the age of 17.

  • The challenges are too tedious and time consuming. Especially, phase 3 and 4. Phase 3 was basically you, as Bella, trying to navigate yourself through a sea of monks to get to Edward, under a time limit, before he vanishes into sparkling smoke. It’s not hard, but tedious and time consuming, yes.
  • There is no way a 13-year old is going to sit down and make it through Phase 4 without help.
  • Phase 4 included a Volvo oriented challenge, where basically anyone who knows about Volvo, and pays attention to brand, will stand a shot at passing it. Otherwise, tough luck.

Therefore, this has to be aimed at teenagers and adults. People who a) have the patience to sit down and go through the challenges and b) people who will want to sit down and go through them. Especially, Phase 3. There is no “help.” You either make it through the maze or you don’t. However, you do have unlimited tries. That is in your favor.

That is, it will give you instructions — Phase 5, flat out tells you that it isn’t going to help you. You either know what you’re doing or you don’t.

Phase 5 WILL make you think. My advice (as someone who is participating in contest) KNOW your Twilight Saga tidbits. Not simple stuff, like where Forks is located. I’m talking real stuff, like what is inside of where Forks is located.

However that being said, in my opinion, the campaign still looks like it’s marketed to kids.

  • For all of the reasons I mentioned above.
  • Again, no differentiation between — I’m old enough to win and drive a car — and — *yay!* free movie tix for me an my girlies!

(You can order your own 3-D poster here, btw)

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Update no.2 –
November 22, 2009 3:30 p.m. ET
If you make it past Phase 6 during the first few hours before the answers to cheat appear online, you better win something. At this point, you would deserve it. Period.
***

Wow, I have a lot to update you guys on and a lot of information to share.

I’m going to bullet point them all and offer final conclusions as well.

Below are the challenges. I don’t mind giving you hints now, because you can’t win at this point. You can only do the challenges for fun.

  • Phase 1 & Phase 2

These are the opening two phases and it was during this time that the original (top) of this post was written. These challenges were very childish and very easy because:-

Phase 1 involved you putting the trailer of New Moon back together again. I mean it isn’t hard. You just need to watch it a few times and that’s it. You’re done. Volvo even helps you — the trailer is ON the “What Drives Edward” site from Volvo.

Then you have to take lines from  Romeo & Juliet and put them in order.

HINT for Part 2: It’s the lines from where Romeo gets poison from The Merchant.

Phase 2 isn’t bad either. All you need to do is fill out a simple puzzle. You had to put a shattered glass table back together again.

HINT: Work backwards. Start with the Cullen crest and then continue.

  • Phase 3 & Phase 4

These weren’t so bad either, but they were definitely a warm-up in comparison to what you faced later on in the challenges. This is where I started re-evaluating how I felt about the challenges for this campaign.

Phase 3 was just tedious. Basically, you have to navigate Bella, using the arrows on your keyboard, through a maze of monks in the city of Volterra by the fountain. You have to lead Bella to Edward, under a time limit, before he disappears into sparkles. I was also using the latest version of FireFox, to my understanding, people using other browsers had a hell of a difficult time. I’m not sure why. But I got through this relatively easily.

HINT: There is no direct path. Take Bella around the entire courtyard.

Phase 4 was basically a Volvo XC60 test. You had to know what were the most popular user-voted features…in order by preference. The most popular at the top, least at the bottom. Again, check out the Volvo website. They’re practically giving you the answers for this one.

  • Phase 5 & Phase 6

These were the hardest and most difficult.

Phase 5, like I said above, it’s not enough to know where Forks, Washington is. It’s more important to know what’s inside, geographically (aka a map), of Forks, Washington. Once you understood that part, the rest was easy. You had to really look at the images presented on the screen carefully then venture over to the stuff Stephenie Meyer has provided of what Forks looks like.

If you made it past Phase 6 on November 22 within the first few hours of the contest going live, meaning you didn’t have the chance to ‘cheat’ by going online and Googling the answers (they weren’t online yet,) dudes and dudettes, you better win something because Phase 6 is damn hard.

I would know. I spent two and a half hours fighting with it.

I went on a Twilight-Wiki in order to familiarize myself more with anything and everything Edward Cullen that would make Phase 6 make an inkling of sense.

Part one of Phase 6, was easy but it took a bit of trial and error. I suggest you do what I did and write down all the letters that you see on the screen in the ‘maze.’ Then make different Twilight related words, such as character names with them. This includes the Volturi.

HINT for Part One: It’s the name of a member of the Volturi (Michael Sheen plays him.) Move the monks in red, with the arrow keys on your keyboard, over the letters of that specific members name.

HINT for Part Two: This will require Google. Edward may have been born in 1901 in Chicago, Illinois. But he was turned into a vampire during the Spanish Influenza in this year, in Chicago. Just remember the name of the film is New Moon and that in each time zone: dates and times are different.

Final Thoughts & Suggestions:-

  • Prizes

Giving away a car is not enough. Period.

If I was one of those people who sat down and entered this competition to win something and Volvo put me through the ringer in Phases 4, 5 and 6 — which they did, and which I was — I would be livid if I didn’t win anything…good.

Movie tickets are not going to cut it this time. My local movie cinema was giving those away. Heck, all those moments of my time that I spent trying to figure out Phase 6, especially, is worth more than a pair of lousy movie tickets.

Suggested prizes, besides 1 car, would be:-

  1. Giving away 2 or 3 cars (aka more than one person gets a car.)
  2. Signed, collectible and valuable New Moon gear. (I don’t know, something recognizable from the movie set?)
  3. A chance to meet cast members. (Though, I know some girls would consider this a grand prize. For me, I want the car!)
  4. $100 American Express Gift Cards (maybe about 30 of these in total.)
  5. All four Twilight-sage books, hardcover, signed by Stephenie Meyer.
  6. New Moon hardcover books signed by Pattinson, Stewart, Lautner and other members of the cast of New Moon.

Volvo, don’t be cheap. I know you are a car company with money, so my prize list of suggestions are completely viable.

Also the fact that THIS:-

Click to Enlarge Image

“To win the Volvo XC60, you must be the FIRST person to complete all of the phases and the final puzzle. Good luck and may speed be on your side!”

… is the requirement to WIN the car — that just plainly SUCKS, for lack of a better description.

So basically, what Volvo is telling me, is that only one person gets a decent prize? Everyone else gets t-shirts and movie tickets?

Seriously? WTF.

  • What the hell were these people thinking?

I’m a firm believer that the people who came up with this campaign are either a group of idiots or a group of sadists because nothing makes sense to me.

Now don’t take this the wrong way, because I haven’t actually spent the time to figure out which agencies were hired for this, but this was the worst.

Like I keep saying, the whole campaign, the advertisements to play it (above), the look and the feel, just everything screams “TWEENS” to me.

But that’s not the case.

There is no way in hell freezing over the Phases of the Moon are for tweens. While, they start out easy and childish, they eventually become tedious, then ridiculous, then damn near impossible to figure out. Unless you are a critical thinker — there is no way you are getting  through Phases 4, 5 and 6 on your own.

These challenges are designed to make you think and use your Twilight knowledge.

  • Advertising: How does it look?

I still say, that if I didn’t know anything about this campaign and saw it from scratch with brand new eyes, it looks like it’s aimed at Gen-Y tweens. That’s it. I mean there is nothing that screams Soccer Moms, College students or Adults anywhere on the main page, the advertisements — nothing.

  • Advertising: Does it still seem that way, now?

Absolutely not. I mean once I started playing “What Drives Edward Cullen” from start to finish, I quickly realized that there is no way that this is aimed at a tween. It can’t be.

The reason is, that even though, at the very beginning the challenges were childish, once you move into Phase 3, the challenges because thought provoking, tedious (still) and often difficult.

  • Prizes: Is it worth it?

At the end of the day, was “What Drives Edward Cullen” a good idea? YES.

Was “What Drives Edward Cullen” executed properly? And by properly, I mean, executed in a way that makes sense for it’s intended audience? YES.

What about for it’s apparent audience? NO.
(*Intended = Adults; Apparent = Tweens)

Is it worth it just to get a car? 50/50

To win a car? Hell yes. To win a bunch of movie tickets? Abso-freakin-loutely NOT. It would be a complete waste of your time, energy and peace of mind. If you go to the Yahoo! Forums or Twitter, you’ll see quite a few people cursing at Phase 6.

Why? Because it’s tedious and difficult and the last two phases were the WORST. If my Sunday wasn’t slow where I wouldn’t have had the time to do Phase 6, there was NO way I could have stood a chance at getting past Phase 6 to WIN. Period.

Re: the comments of this post:-
Was this an innovative campaign by Volvo? No, because the challenges got crazy towards the end and half the time gave absolutely no distinct set of instructions. One challenge in particular, Phase 5, had no instructions. It basically said, “No help here.” That’s convoluted and wrong on so many levels, I don’t care who your audience is.

Volvo, I’m sorry to tell you this, but your audience isn’t ONLY the members of MENSA and someone, somewhere should have recognized that from the beginning.

~*~

If you were an active participant, i.e.) you played to WIN, in the “What Drives Edward Cullen” contest for the past few weeks, what did you think?

–

Sasha Muradali runs the ‘Little Pink Book’ . She holds a B.S. in Public Relations from the University of Florida (’07) and an M.A. in International Administration from the University of Miami(’08). She loves Twitter and all things social media, so you should find her @SashaHalima or get a copy of the ‘Little Pink Book’ delivered to your Kindle.

Copyright © 2009 Sasha H. Muradali. All Rights Reserved.

Comments

  1. Very interesting post! Maybe Volvo was trying to target parents who have gotten sucked into the Twilight phenomena by their kids? Or maybe it was trying to entice the older Twilight audience (because there is a big one). But I agree with you, the biggest fan base is preteens/teens and their marketing efforts do seem misdirected!

  2. Hey Sweetie,
    I'm sure this campaign is directed at us twi-moms, 30+. I think they know that kids your age cannot afford a Volvo. Though I do like your cute ideas (signed cd's and rides with the cast) but they are very “Sex and the Cityish” and would probably only attrack twilings 12-20 year olds…Can I call you Sam?
    Anyway this twi-hard will only trust a Volvo to protect her pride possessions, her children. You need to drive one to know what I am talking about. I am upgrading my 2005 V70 to Edwards Black (Should be Silver) Volvo. I say upgrading because they don’t have many available and I had to order mine, won’t be in until December! That could be their biggest blunder, not having stock to keep up with the demand? With all the “I's” I feel like the Angel in “Angels in America”…Thanks for letting me vent!
    TwiBye,
    Ang

  3. Sasha,

    Another great, insightful post! I agree – I'm confused by who Volvo is targeting. Maybe Sheema is right in saying they're actually targeting parents of Twilight lovers? But even so that seems a little off to me. Could be a classic example of a company trying to jump on the bandwagon (in this case of a movie phenomenon) when it's actually not 100% appropriate. But maybe Volvo has money to waste?

  4. Sasha,

    Another great, insightful post! I agree – I'm confused by who Volvo is targeting. Maybe Sheema is right in saying they're actually targeting parents of Twilight lovers? But even so that seems a little off to me. Could be a classic example of a company trying to jump on the bandwagon (in this case of a movie phenomenon) when it's actually not 100% appropriate. But maybe Volvo has money to waste?

  5. meowmeowkazoo says

    I'm so glad I wasn't alone when I saw the commercial and was torn between laughing and crying.

    And Angela127's comment….wow. I'm going to give her the benefit of the doubt and assume she's not actually serious. I never understood what drives middle-aged women to rabidly lust after a supposedly high school aged vampire? Besides the fact that she's supposedly buying a brand new car to replace a 2005 model? The sad thing is the idea that so many grown adults actually ARE so serious about Twilight.

    Anywho, loved the post. I had to get through three pages of promotional crap on Google to finally find the small voice of sanity amidst the screaming soccer moms.

    On a parting note – since when did vampires need cars to get around?

  6. sadierich12 says

    I like your views. But i still believe it is great to be giving a car away for volvo. Yes many of us our love struck teenagers in love with new moon. But volvo is smart in trying to interest a younger crowd. Because once we grow up we will be interested to have a an “Edward Cullen” car. I mean see there point is to bring in new fresh fish to open there market and expand.

  7. i actually love the idea of giving a car away because there are older fans and personally I'd love a new car! But I think the challenges are too childish frankly. One challenge is a game. I don't have the time or inclination to be able to succeed and it's fiendishly difficult too. I still want the chance to win that car but it's ridiculous really, how many hoops they are making us jump to win it.

  8. gilescrouchwebconomist says

    Yup, I think you're bang on. Funny or crazy ads or campaigns work best when they relate to the product. I fail to see the connection with Volvo here. And far, far too much work for consumers to engage in our attention starved world. #Fail to Volvo for this one.

  9. Hi Sheema,

    In retrospect, I do believe that Volvo IS, in fact, trying to target parents. However, it comes across as though they are targeting the KIDS.

    A lot of the “phases of the moon” challenges are very childish and tedious on top of that. I signed up and I've been doing them (I could so use a free car!).

    Although, there are a lot of adults out there who read the Twilight books, they are vastly outnumbered by kids. We aren't talking the same audience as Harry Potter, where a lot of those fans have grown up (Harry's been around since 1997). It's a different breed.

    So that being said, I still think, like you, that the entire campaign is misguided.

  10. Hello Nicole,

    That's the thing, I do think they are trying to target adults. But it comes across as childish.

    They are trying to get a piece of the Twilight pie (and who wouldn't who is associated w/ the brand) but they are going about it all wrong.

    I think they should have had two separate campaigns going. One for those over the age of 18 and one for those under the age of 18.

    The entire thing, including the “phases of the moon” is all over the place.

    Thanks for your comment!

  11. Hi!

    Thank you for your comment.

    Nope, you weren't alone. I mean don't get me wrong. I think it's excellent and smart that Volvo wants a piece of the Twilight saga pie — I just think they need to research or pay attention and figure out who their audience is.

    So yes, while Angela127 might be part of their adult audience, unlike Harry Potter or Lord of the Rings or even Start Trek, adults are not the masses for Twilight.

    The masses for Twilight are 9-15 year old girls. The books are pushed to tweens and tweens love them. We are talking a rough overlap with the Hannah Montana and Jonas Brothers audience — BIG DIFFERENCE.

    lol, about vampire using cars? Who knows…Angel and Spike did it. Though I think Lestat was able to fly right? 🙂

  12. Hi Sadie,

    Thanks for your comment. I completely agree, I think it's great Volvo is giving away a car. I said so in my post.

    I just think their campaign to the parents of Twilight kids is highly misguided and meshes the lines of childhood and adulthood in a mess of messages.

    It's great that Volvo wants to expand. They rightfully should, but targeting people who aren't old enough to drive their products, and who think they are “old” isn't where to start. Even if they are riding the Twilight train.

    If you go to the Volvo What Drives Edward website and you sign up for the challenges and start taking them — you'll see the mixed messages.

    The challenges are childish but tedious. Tedious enough for and adult will sit down with the patience to do them. But childish where it's just silly.

    Thanks again, for your comment. I appreciate your insight 🙂

  13. Hi Quietfi,

    Thank you for taking the time to comment. I love the idea, too, about giving away a car. I just think it's very misguided.

    I believe that Volvo is trying to aim their campaign at parents, but they are mixing up how/what those parents look for with the appeal of the Twilight saga to tweens.

    You are absolutely right, the challenges are very childish. The latest one is putting glass pieces from a table back together again.

    I'm actually taking part in the challenges because I could use a new car. But also I have the patience to sit down and go through them and also I know all the information from reading the four Twilight books.

    That's the thing — parents of these kids could care less about Edward Cullen. And I think that they should have put together a series of outreach and marketing strategies that were aimed in two different directions.

    The way it looks now is that they are mixing up audiences into one giant Twilight campaign.

    With the hoops you need to jump through. Again, you are right. No 15-year old is going to sit down and go through that, they'll get fed up.

    People younger than that, might not even know the Shakespeare lines for example and just forgo it altogether.

    In the United States Romeo and Juliet is taught traditionally in the 9th grade. That's around 14 years old.

    I don't see a lot of adults sitting down to do the challenges either.

    So both ways, Volvo is cutting out their customer involvement by simply failing to understand which direction they wanted to campaign to go in.

    You hit the nail on the head.

  14. Hi Giles,

    I totally agree with you!

    Thanks 🙂

  15. Hi Angela,

    First of all, I appreciate you taking the time to comment, but I don't appreciate you calling me “sweetie” and no, you may not call me “Sam.”

    I don't think that attacking me for a professional PR opinion with added humor makes you the 'adult' you claim to be over me.

    The Little Pink Book has always been a place for people to be professional and agree to disagree. I intend to keep it that way, and I encourage you to do the same.

    That being said — I think you have misread my post and have failed to see where I did, in fact say,

    “The list can go on and on. But, YES, somewhere in there, I too, would give away a car…
    …except my main focus for advertising wouldn’t be a target audience who isn’t allowed to drive yet.”

    I stand by this, and as you can well see, from the opinions below, Volvo has a mixed up the audience for “What Drives Edward.”

    The challenges are childish and tedious.

    The post above has nothing to do with whether Twilight is popular or whether Volvo is safe or not.

    I should also point out to you, that “Sex & the City” is an adult television show and just because Miley Cyrus loves it, does not mean that other 16-year olds watch it. Therefore, I'll take that comment as a compliment because Sarah Jessica Parker is an excellent marketer and made her SATC brand worth hundreds of millions of dollars.

    If that's the category I'm in, then thank you 🙂

  16. Angela127:
    First off, twenty-somethings have kids. Many of the members of my graduating class, including myself, have children. Second, I wouldn't say that Volvo is such a luxurious car that twenty year olds can't afford it. Many people my age can afford the lease or payments on a Volvo. Don't forget that there is also a market for parents of teens and twenty-somethings that buy/lease their children's cars for them. BTW, I drive an audi Q7, am 25, with a 6 year old, so there goes your stereotype.

    I'm not sure where the whole SATC reference comes from. A failed effort at being witty and condescending?

    Either way, I think you are wrong on many accounts and missed the article's point.

    This campaign is definitely targeted at the younger end of Gen-Y. My guess is they wanted the kids to love Volvo and think it's so cool that they will ask their parents for one. Overall, the biggest blunder they made was trying too hard to promote engagement with the brand. Making the contest too difficult is where they fail. Making videos on youtube, writing something, signing in once… fine. But, having to sign in multiple times and play this stupid game? Ridiculous.

  17. Hi Jennifer,

    Thank you for your comment and insight. You are absolutely right on target about the price-points. We are dealing with a new generation of 20-somethings that work younger and in different arenas when they can afford things like that.

    As for the challenges, you are spot on. That's where the entire blunder takes place. The Phases of the Moon are tedious and at the same time childish. To relate to either audience, adults or tweens, they cannot be both.

    And just the fact that phase 2 challenge will take someone over ten minutes is asking a lot.

  18. I think you bring up some good points, but what I really like about the Volvo campaign is their creativity. There are far too many contests giving away New Moon tickets and prizes simply by entering your name, e-mail, etc. and those contests are boring. So boring that I don't even bother entering b/c anyone can enter and the chances of me winning it are slim to none. The What Drives Edward contest is the first time I've seen contest puzzles that are challenging and fun, and I come back to each new phase not only b/c I want to win the car but because I enjoy playing the games. Yes, many Twilight fans are not of driving-age, and their parents may not want to play the game too, what about the people in between those 2 populations? I am 21-years-old, a huge Twilight fan and I could definitely could use a car. I also don't mind spending 15 min doing the challenges while procrastinating. How much different is it from going on Facebook or playing some other game on your iPhone? What if you missed the point of the Volvo campaign and Volvo is actually trying to target the young adults/professionals group? These are the people who are in the market to buy a car, probably their first new car, and Volvo could be trying to build brand loyalty with these potential customers.

    Finally, I disagree with your opinions that the games are childish and tedious. Childish games are the ones anyone can win and it seems that much of the complaints surrounding this ad campaign is that the games are too difficult. I believe that people who don't have the patience or skill to complete them are simply brushing the games off as being “dumb.” I see the Volvo contest as one of the few contests out there that rewards people based on merit rather than dumb luck. To win this contest, you need to have not only patience, but knowledge of the Twilight series and intelligence as well. This is incredibly refreshing and I think that Volvo should be praised for this innovative ad campaign.

  19. Hi Olivia,

    I completely agree with you about the challenges not being childish. I think the first two were ridiculously easy and childish, but once the Phases of the Moon continued they challenges got difficult — especially Phase 6. Good lordy. It took me two and a half hours to figure that bad boy out.

    However, I must disagree with you because this is not an innovative AD campaign. It's mixed up, the challenges are all over the place with little to no instructions as they progress (Phase 5).

    I think this campaign, the challenges, the give away of the car, etc. — it's all a GREAT idea. I just think, that it was executed the wrong way.

    Thanks for your comment and insight Olivia! 🙂

  20. Hi Olivia,

    I completely agree with you about the challenges not being childish. I think the first two were ridiculously easy and childish, but once the Phases of the Moon continued they challenges got difficult — especially Phase 6. Good lordy. It took me two and a half hours to figure that bad boy out.

    However, I must disagree with you because this is not an innovative AD campaign. It's mixed up, the challenges are all over the place with little to no instructions as they progress (Phase 5).

    I think this campaign, the challenges, the give away of the car, etc. — it's all a GREAT idea. I just think, that it was executed the wrong way.

    Thanks for your comment and insight Olivia! 🙂