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THE CHALLENGE for Memac Ogilvy & Mather Volvo was celebrating the 50 year anniversary of their 3 point seat belt and wanted to engage young people. Here in Dubai, however, seat … read morebelt usage is extremely low despite the road safety awareness campaigns. In fact, the UAE has one of the highest rates of road deaths the world! So to reach this audience, we needed a fresh new angle that young people would find more attractive.THE EXECUTION Rather than bowling people over with seat belt safety statistics, we looked at the fashions worn underneath them. We went where no safety campaign has gone before: to the storefront. Stylish seat belt clad mannequins at Massimo Dutti storefronts drove people in store with a promotion they couldn’t refuse. And as the campaign gained momentum, the window displays came ALIVE with our live mannequin display. In store, postcards drove people to enter the contest online, where we captured valuable data with every entry. THE RESULT On a shoe string budget (US$ 32,000) and in just 4 weeks, we upgraded a brand synonymous with safety, achieved over US$ 55,000 worth of free media coverage, along with more than 1,800 real leads for Volvo. And perhaps most important, we connected youth with the one tech innovation they had collectively avoided. The three-point safety belt. Invented by Volvo in 1959, in fashion ever since.
read less...Web developer: Muhammad Baqir
Web developer: Mohammed Sayeed
Assistant: Kissanth Srikanth
Make up and hair: Kat Sumners
Stylist: Mandi Kingsbury
Traffic Manager: Sakshi Ashokan
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