We introduced a new angle on seatbelt safety that connected with image-conscious young people. And we took an unconventional approach to media, taking the message where few safety campaigns have gone before – the storefront.

We identified surprise as a key driver that would get young people to engage. So we partnered with retailer Massimo Dutti to create high-impact storefronts featuring seatbelt clad mannequins. As the campaign gained momentum, these storefronts came to life, with a live mannequin display.

This stunt drew large crowds as people engaged directly with the display, driving people instore with a direct promo. By targeting mall shoppers during the course of their shopping journey, we were able to place our message directly in front of our target audience, where they least expected it. Not only that, the campaign helped upgrade young people’s perception of Volvo to more than just a brand synonymous with safety.

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 $55,000 (US) worth of free media coverage, along with more than 1,800 real leads for Volvo. And most important, young people started looking at the seatbelt differently.