Volvo Digital, DM, Case study Volvo Survivor Sales Agents [image] by We Believers

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Volvo Survivor Sales Agents [image]

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Industry Cars, Traffic safety
Media Digital, Interactive & Mobile, Direct marketing, Case study
Market United States
Agency We Believers
Chief Creative Officer Gustavo Lauria
Executive Creative Director Leo Pratt, Patricio Elfi
Creative Director Percy Bustos, Santiago Luna Lupo
Production Letca Films
Director Hernan Pettinaroli
Released September 2016

Awards

Cannes Lions 2017
Promo And Activation Sectors: Cars & Automotive Products & Services Silver Lion
Promo And Activation Use of Promo: Mediums: Use of Ambient Media: Large Scale Bronze Lion

Credits & Description

Title: Volvo Survivor Sales Agents
Agency: We Believers
Brand: Volvo North Miami
Country: USA
Entrant Company: We Believers, New York
Advertising Agency: We Believers, New York
Production Company: Letca Films, Miami
Additional Company: Personal Music, Miami / Moving Forward Studios, Miami
Chief Creative Officer & Cofounder: Gustavo Lauria (We Believers)
Executive Creative Director: Patricio Elfi (We Believers)
Creative Director: Santiago Luna Lupo (We Believers)
Creative Director: Percy Bustos (We Believers)
Chief Strategy Officer & Cofounder: Marco Vega (We Believers)
Account Supervisor: Juliana Patiño (We Believers)
Agency Coordinator: Lupita Alvarez (We Believers)
Editor: Diego Panich (N/A)
Executive Creative Director: Leo Prat (We Believers)
Agency Producer: Rebeca Landeros (We Believers)
Partner: José Quijano (We Believers)
Director: Hernán Pettinaroli (Letca Films)
Director Of Photography: Juan Carlos Sauczuk (Letca Films)
Executive Producer: Melina Acevedo (Letca Films)
Producer: Melissa Gil (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)
Post Producer: Andreina Weichselbaumer (Moving Forward Studios)
Relevancy:
One of the most common places where car dealerships can engage with potential consumers, are the car stands in a shopping mall. That’s why we turned the typical stand into an impactful live activation replacing our car sales agents with real people who survived a major car accident, thanks to a Volvo. People were able to experience the importance of Volvo’s safety features through our survivors’ stories, generating sales in a more meaningful way.
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.
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. 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.
Outcome:
With this activation 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.
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.
Campaign Description:
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 activation, 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.


Title/Título: Sobrevivientes Volvo
Brand/Marca: Volvo
Advertiser/Anunciante: Volvo North Miami
Agency/Agencia: We Believers
Country/País: Estados Unidos