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Volvo Survivor Sales Agents

basics
Industry: Automotive & Services
Media:Direct Market
Market:United States
Style: Minimalism
descriptioncnen
Synopsis

Every year around 5 million car crashes occur in the U.S. In fact, in 2016, over 37,000 people were involved in major accidents and died. However, car buyers tend to prioritize other features such as exterior design over safety. This all changes, however, when they are exposed to the shocking experience of a crash. So Volvo of North Miami decided to take advantage of their stand in a shopping mall, to promote the safety features of the new Volvo XC90 and the S90 sedan in a different way.
Outcome

With this event people had the opportunity to hear real testimonies instead of just talking with a typical car salesman. We had 60% more visits than what we usually get at our car stands in a mall. During the weekend of the event, 3 out of 10 visitors decided to do a test drive and most of them ended up at the dealership to get a Volvo. In the end, we made people think about the most important thing about a car: safety.
CampaignDescription

We replaced the car sales agents at our stand in a mall with real people who survived a major car accident, thanks to a Volvo. During the event, the VOLVO SURVIVOR SALES AGENTS were able to share their personal crash stories first-hand with potential customers. People not only had the chance to experience Volvo safety features in an impactful way, but also close the deal directly with the help of the survivors. In the end, we made people think about the most important thing about a car: safety.
Strategy

The strategy was to reach potential consumers in one of the most crowded places in Miami: a shopping mall. First, we reached out to real people who survived major car accidents while driving a Volvo, and then we invited them to participate as our car sales agents during a one-day event. The call to action at the stand was pretty clear: TALK WITH REAL PEOPLE WHO SURVIVED THANKS TO VOLVO. People interested in the cars had the opportunity to hear real Volvo survivor's testimonies instead of just talking with a typical car salesman. Finally, they were invited to go the dealership to do a test drive, or they could close the deal right there.
Execution

We reached out to real people who survived major car accidents while driving a Volvo, and then we invited them to participate as our car sales agents during a one-day event. It all took place at the Pembroke Lake Shopping Mall in Miami, where the Volvo Survivor Sales Agents had the chance to share their impactful stories with potential customers. Throughout the event, over 400 people interacted with our stand, many of them learning first hand from our survivors how the Volvo safety features saved their lives.
Relevancy

One of the most common places where car dealerships can connect in a direct way with potential consumers, are the car stands in a shopping mall. That’s why we turned the typical stand into an impactful experience replacing our car sales agents with real people who survived a major car accident, thanks to a Volvo. People were able to discover the importance of Volvo’s safety features through our survivors’ stories, generating sales in a more impactful and meaningful way.
credit
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Other credit:Entrant Company: WE BELIEVERS, New York, USA
Additional Company: PERSONAL MUSIC, Miami, USA
Additional Company: MOVING FORWARD STUDIOS, Miami, USA
CoFounder, Gustavo Lauria, We Believers
Chief Strategy Officer & CoFounder, Marco Vega, We Believers
Agency Coordinator, Lupita Alvarez, We Believers
Agency Producer, Rebeca Landeros, We Believers
Partner, José Quijano, We Believers
Executive Producer, Melina Acevedo, Letca Films
1st Assist Camera, Jesús Garcia Perdomo, Letca Films
Music Composer, Alberto Slezynger, Personal Music
Music Composer, Alexis Estiz, Personal Music
Sound Design Arrangement, Luis Gomez, Personal Music
Executive Producer, Carolina Garcia, Personal Music
Color, Oscar Martinez, Moving Forward Studios
Post/Online, Leo Lovera, Moving Forward Studios
awards
The One Show 2018
Gold Pencil Print & Outdoor
Ambient Media (Indoor & Outdoor) / Experiential & Installations - Single
The One Show 2018
Merit Direct Marketing
Ambient Media / Experiential & Installations
The One Show 2018
Merit Print & Outdoor
Innovation in Print & Outdoor / Ambient Media
Cannes Lions International Festival of Creativity 2017
Silver Promo & Activation
Cars & Automotive Products & Services
Cannes Lions International Festival of Creativity 2017
Bronze Promo & Activation
Use of Ambient Media: Large Scale
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Cars & Automotive Products & Services
Cannes Lions International Festival of Creativity 2017
Shortlist Outdoor
Live Advertising and Events
Cannes Lions International Festival of Creativity 2017
Shortlist Promo & Activation
Guerrilla Marketing & Stunts
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