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THE CHALLENGE
Volvo was celebrating the 50 year anniversary of their 3-point seatbelt and wanted to engage young people. Here in Dubai, however, seatbelt usage is extremely low – … read moredespite 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 seatbelt safety statistics, we looked at the fashions worn underneath them. First, we created a fashion magazine filled with seatbelt interest stories and style. We ran these ads in this fashion magazine as well as in strategic media. Next, This campaign drove readers to the storefront where instore 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, produced more than 6,800 media impressions, 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.
* Please note that the ads were part of a larger integrated campaign and didn't achieve the results on their own.
read less...Assistant: Kissanth Srikanth
Make up and hair: Kat Sumners
Stylist: Mandi Kingsbury
Senior Copywriter: Dylan Kidson
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