Volvo DM SAFE & STYLE LIVE STUNT by Memac Ogilvy & Mather Dubai

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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Executive Creative Director Till Hohmann
Creative Director Preethi Mariappan, Ramzi Moutran
Copywriter Melanie Clancy
Photographer Charney Magri
Released November 2009

Credits & Description

Category: Ambient Media (Large Scale)
Date of First Appearance: Nov 27 2009 12:00AM
Executive Creative Director: Till Hohmann (Memac Ogilvy & Mather Dubai)
Creative Director: Preethi Mariappan (Ogilvy One)
Senior Art Director: Satyen Adhikari (Ogilvy One)
Copywriter: Melanie Clancy (Ogilvy One)
Senior Interactive Art Director: Rafael Guida (Ogilvy One)
Web Developer: Muhammad Baqir (Ogilvy One)
Web Developer: Mohammed Sayeed (Ogilvy One)
Account Director: Sarah Friswell (Ogilvy One)
Account Executive: Domenico Gambino (Ogilvy One)
Public Relations Account Executive: Rana Awad (Memac Ogilvy PR)
Project Manager: Sakshi Ashokan (Ogilvy One)
Photographer: Charney Magri
Make Up and Hair: Kat Sumners
Stylist: Mandi Kingsbury
Retoucher: Jean-Paul van der Mescht
Partner: Dalia Chebab (Massimo Dutti)
Regional Marketing Manager: Roula Beiruty (Volvo)
Creative Director: Ramzi Moutran (Memac Ogilvy & Mather Dubai)
Production House: (Arabian Eye)
Media placement: Still mannequin - Massimo Dutti Stores - 15th November 2009
Media placement: Live mannequin - Massimo Dutti Stores - 27th November 2009
Media placement: Postcards - Massimo Dutti Stores - 15th November 2009
Media placement: Website - (Own Website) - 15th November 2009
Media placement: Social Media - Facebook/Twitter - 15th 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 in 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 rather than collectively avoiding them.

Explain why the creative execution was relevant to the product or service.
We identified surprise to be a key factor that would get young people to engage in the campaign. By targeting mall shoppers during the course of their shopping , we were able to place our message directly in front of our target audience, where they least expected it. The new angle on seatbelt safety connected with the image conscious young people. An unconventional approach to media took the message where few safety campaigns have gone before – and helped to upgrade young people’s perception of Volvo to 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.
Most seatbelt safety campaigns focus their efforts on costly print or tv. To succeed with our limited budget, we identified an opportunity to surprise and engage with our target audience where they spend their time - the mall. We found a media appropriate for this stylish audience - the fashion storefront. Partnering with retailer Massimo Dutti, high-impact storefronts featuring seatbelt clad mannequins garnered attention. Then, the storefront came to life, with a live model display. This stunt drew large crowds as people engaged directly with the display, bringing people instore with a direct promotion.

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 and style magazines. We 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 most importanty, young people started looking at seatbelts differently.