Volvo Promo SAFETY BELT by Leo Burnett Zurich, Spillmann/felser/leo Burnett

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Industry Cars
Media Promo & PR
Market Switzerland
Agency Leo Burnett Zurich
Agency Spillmann/felser/leo Burnett
Creative Director Patrick Suter, Simon Staub
Art Director Simon Staub
Released March 2009

Credits & Description

Category: Cars & Automotive Services
Product/Service: AUTOMOBILE
Date of First Appearance: Mar 13 2009 12:00AM
Entry URL:
Chief Creative Director: Martin Spillmann (Spillmann / Felser / Leo Burnett / AG)
Art Director / Creative Director: Simon Staub (Spillmann / Felser / Leo Burnett / AG)
Copy Writer / Creative Director: Patrick Suter (Spillmann / Felser / Leo Burnett / AG)
Graphics: Moritz Stillhard (Spillmann / Felser / Leo Burnett / AG)
Media placement: Microsite - Http:// - 13. March 2009
Media placement: Outdoor Posters - Train/Busstations, - 13. March 2009
Media placement: Print - Newspapers, Magazines - 13. March 2009
Media placement: Promotion - Innercity - 13. April 2009

Describe the objective of the promotion.
How do you communicate one of the most important features in a vehicle - The three-point safety belt? On Thursday, 13 August 1959, the world's first car to be fitted with three-point safety belt as a standard feature left the factory. It was a Volvo PV544. Since then, Volvo's invention has been adopted for cars of all types and is widely regarded as the single most important safety device in the history of the automobile. To date, the three-point safety belt has saved more than one million lives: On average, the seat belt saves someone’s life every seven seconds. To mark its 50th anniversary precisely this fact was used as the idea of the campaign.

Describe how the promotion developed from concept to implementation
To see just how important the three-point safety belt is, we only need to look at the statistics. On average, the belt saves someone's life every seven seconds. Precisely this fact was used as the basic idea for a campaign launched in Switzerland to mark the 50th anniversary of the three-point safety belt. A counter on the TV screen showed the number of lives saved since the beginning of the commercial break.

Describe the success of the promotion with both client and consumer including some quantifiable results
After 13 August 2009, the three-point safety belt was a major topic in the media. Many magazines and newspapers carried big stories about the anniversary of Volvo's invention of the century. And while you've been reading this article, another 14 human lives have been saved.

Explain why the method of promotion was most relevant to the product or service
Ads appeared every few pages in '20 Minutes' (Switzerland's most popular free newspaper) showing how many people had been saved by the belt in the time taken to read the last few pages. And we placed the counter on websites with high visitor frequencies as well as the online television site, We set up a microsite containing a wealth of information about the 50th anniversary of the three-point safety belt. A counter on the microsite continues to show the number of lives saved by the belt even now.