THE SEAT BELT BAG by Heads Propaganda for Volvo

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THE SEAT BELT BAG

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Industry Cars
Media Direct marketing
Market Brazil
Agency Heads Propaganda
Creative Director Kike Borell
Art Director Ricardo Madeira Peroza, Augusto Santos, Carlos Felipe Faria
Copywriter Isis Ribeiro
Released July 2009

Credits & Description

Category: Cars & Automotive Services
Advertiser: FORD
Product/Service: VOLVO
Agency: HEADS PROPAGANDA
Date of First Appearance: Jul 30 2009 12:00AM
Entrant Company: HEADS PROPAGANDA, Curitiba, BRAZIL
Copywriter: Marcelo "Erudito" Guimarães (Heads)
Copywriter: Isis Ribeiro (Heads)
Art Director: Ricardo Madeira Peroza (Heads)
Art Director: Augusto Santos (Heads)
Art Director: Carlos Felipe Faria (Heads)
Creative Director: Kike Borell (Heads)
Account Executive: Natalie Rinaldim (Heads)
Account Executive: Francisco Simões (Heads)
Production Manager: Bianca Mascarenhas (Heads)
Production Manager: Rubens Trog (Heads)
Strategic Marketing: Mirella Cambrea Galazini (Volvo)
Marketing Director: Marcos Saad (Volvo)
Planner: Werner Iucksch (Heads)

Describe the brief/objective of the direct campaign.
Volvo is known worldwide as the safest car brand of them all. But what almost nobody knows is that Volvo is also the inventor of the three-point seat belt, that turned 50 years old in 2009. Our challenge was to communicate that to the greatest number of people, customers and non-customers, having a limited budget. We had to find a clever, functional and yet economical way to do so.

Explain why the creative execution was relevant to the product or service.
When we created a shoulder bag that had a seat belt in the place of the handle, we invented a new way of communicating safety. And the idea was very appropriate, because Volvo is the ideal car brand in the world to make a shoulder bag with a seat belt. After all, Volvo is not only known as the safest car brand of them all, it is the great inventor of the three-point seat belt.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We needed people to know that Volvo was the inventor of the three-point seat belt. But due to a limited budget we could only speak to a restricted number of people. So we decided to focus on some of the mainstream journalists and public opinion leaders, and they would do the rest. Instead of a regular press kit, we sent them one that had a very specific shoulder bag: a seat belt replacing the regular handle. And with it, the whole story of how Volvo engineer Nils Bohlin had one of the best ideas of the twentieth century.

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.
With no more than US$ 12.000,00 we got to speak to some of the main journalists and public opinion leaders of Brazil in a very different way. By doing that we told the whole story of how Volvo engineer Nils Bohlin changed the way cars are built until today. That resulted in innumerable spontaneous media for Volvo, whose mark and name were all over Brazil's main newspapers, magazines, blogs and websites for days, while the world celebrated the 50th anniversary of the three-point seat belt.