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