On the UK roads annually there are over 19.000 cyclists injured - and the injury severity is 3 times higher on roads with little or no lighting - so visibility is a huge problem for the cyclist. Taking the existing reflective paint product and finding a new use and audience for it was the key achievement - helping make the invisible, visible. For Volvo it helped in its objective to become a premium brand and communicate Volvo’s social purpose through the lens of their human-centric product innovations and safety offering. Volvo is the leader in road safety, both in the products it makes and more importantly how it behaves as a brand.

80% of cyclists have a driving licence. 20% of drivers cycle at least once a month.

Nick Connor, Managing Director at Volvo Car UK, said: “Every year more than 19,000 cyclists are injured on the UK’s roads. At Volvo, we believe that the best way to survive a crash is not to crash, and are committed to making the roads a safer place by reducing the number of accidents".

Early stage results - we only launched 1 month before submission. So far;

- 4.5m+ people have watched the film on YouTube – with NO paid media or seeding budget.

- The majority being 25-44-year-old males – right on target for Volvo’s desired target audience.

- 130m+ impressions on Twitter within 20 days - with NO paid media or seeding budget.

- On average, someone registered their details through the website to learn more about LifePaint every 30 seconds.

- Major UK car and bicycle equipment retailer Halfords tweeted about LifePaint, asking its followers whether the brand should stock the product.

- Worldwide press coverage included, ABC News, TIME Magazine, Mashable, Wired, Buzzfeed, The Telegraph, USA Today, The Sydney Morning Herald…

- Some cans of LifePaint even made their way onto eBay, being sold for more than £240 each.