Volvo DM, Case study SAFE & STYLE CAMPAIGN by Memac Ogilvy & Mather Dubai

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Industry Cars, Business equipment & services, Public Safety, Health & Hygiene, Traffic safety, Corporate Image
Media Direct marketing, Case study
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Executive Creative Director Till Hohmann
Creative Director Preethi Mariappan, Ramzi Moutran
Copywriter Melanie Clancy, Tuline Maleki
Producer Pooja Belani
Photographer Charney Magri
Released November 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Date of First Appearance: Nov 15 2009 12:00AM
Executive Creative Director: Till Hohmann (Memac Ogilvy & Mather Dubai)
Creative Director: Preethi Mariappan/Ramzi Moutran (Memac Ogilvy & Mather Dubai)
Senior Art Director: Satyen Adhikari (Ogilvy One)
Copywriter: Melanie Clancy, Tuline Maleki (Ogilvy One)
Senior Graphic Designer: Tamzin Hoets, Zeina Sharaf (Memac Ogilvy & Mather Dubai)
Senior Interactive Art Director: Rafael Guida (Ogilvy One)
Web Developer: Muhammad Baqir/Mohammed Sayeed (Ogilvy One)
Account Director: Sarah Friswell (Ogilvy One)
Account Executive: Domenico Gambino (Ogilvy One)
Project Manager: Sakshi Ashokan (Ogilvy One)
Pr Account Executive: Rana Awad (Memac Ogilvy PR)
Photographer: Charney Magri
Make Up And Hair: Kat Sumners
Stylist: Mandi Kingsbury
Retoucher: Jean-Paul van der Mescht
Senior Art Director: Mel Harvey (Memac Ogilvy & Mather Dubai)
Senior Copywriter: Dylan Kidson (Memac Ogilvy & Mather Dubai)
Junior Art Director: Zeina Sharaf (Memac Ogilvy & Mather Dubai)
Producer: Pooja Belani
: Production House (Arabian Eye)
Media placement: Website - (Own Website) - 15th November 2009
Media placement: Postcards - Massimo Dutti Stores - 15th November 2009
Media placement: Social Media - Facebook/Twitter - 15th November 2009
Media placement: Still mannequin - Massimo Dutti stores - 15th November 2009
Media placement: Live mannequin - Massimo Dutti stores - 27th November 2009
Describe the brief/objective of the direct campaign.
Volvo was celebrating the 50 year anniversary of their 3-point seatbelt. With seatbelt usage low in Dubai (in 2008, the UAE had one of the highest rates of road deaths the world), we understood that conventional seatbelt safety campaigns had little impact. The challenge was how to get young people to begin thinking positively about seatbelts and infiltrate them into their daily lives.
Explain why the creative execution was relevant to the product or service.
We targeted young people by hitting the places they frequent, placing our message where few safety campaigns have gone before. And the message wasn’t about tired seatbelt stats. We found a brand new way to talk about safety - by looking at the ever-changing fashions worn underneath the seatbelt. This new angle and direct communication connected with young people and helped to update their perception of Volvo as more than just a brand synonymous with safety.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Many safety campaigns focus on print or tv. We leveraged our limited budget (USD 32,000) by identifying cost-effective direct channels that would surprise and connect with young people where they spend their time – the mall. We created an image collection, but rather than using it in ads, we used direct (postcards, our magazine, web) featuring an attractive tactical offer. Partnering with retailer Massimo Dutti, storefronts featuring seatbelt clad mannequins garnered attention, driving people instore. Live model displays amplified the buzz, along with social media. Instore, postcards drove people to enter the contest online, capturing data with every entry.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The stunt proved the old adage, ‘Nothing draws a crowd like a crowd’ to be true. Thousands saw the activity during the five week campaign. The impact even extended beyond the mall – with onlookers taking photos and posting their shots across blogs and social media. We created PR in places Volvo safety normally would never get in: fashion blogs, style magazines and social media. We produced more than 6,800 media impressions and over US$ 55,000 worth of free media coverage along with 1,800 real leads for Volvo. And most importantly, young people started looking at the seatbelt differently.