The campaign, featuring a 30- second and 15-second clip, was developed by the interactive agency Burrows. It aims to raise awareness of the launch of the S60 R and V70 R at an event called R Experience, where the public can drive the new cars.
The digital campaign uses a range of skyscraper ads that run the spot using technology by the streaming company Flashtalking. This detects if the user has a narrowband or broadband connection to ensure seamless viewing.
The ads show a driver putting the new models through their paces on the test track where the R Experience event will be held. The ads, which will also include pop-ups and a floating format called overlayz, will appear on Yahoo!, MSN, Freeserve, FT.com, Tiscali and The Times' website.
After viewing the clip, users are invited to visit www.r-concept.co.uk to sign up for a drive for £95. The website will also include a racing game and a drive-through film of the track from different camera perspectives.
"We felt that online can better target the more niche motorsport group interested in the high-performance technology of the cars," Lucy Weldon, an account director at Burrows, said.
The ads were written by Roy Hearne and art directed by Mark Ellis. Direction was also by Ellis through Coverdale. The campaign was planned and bought by mOne, the digital media arm of OgilvyOne and MindShare.