Cannes Lions

THE VOLVO HIJACKING CAR SERVICE

WE BELIEVERS, New York / VOLVO / 2015

Awards:

1 Silver Cannes Lions
1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

We created THE VOLVO HIJACKING CAR SERVICE. A free car service that drives other brands' potential buyers to the competitors' dealerships. With a small caveat...we picked them up in a Volvo and they got to discover, first hand, all of Volvo’s luxurious features.

To launch the campaign, we developed ads that hinted to the competition which appeared as the buyer searched online for other auto brands. They ran for a month as pre-roll videos on YouTube, Google ads and as digital banners, geotargeting our main audience in Miami, precisely when they were searching for luxury cars. They'd call a 1-800 number to schedule their courtesy pick-up drive to their luxury dealership of choice. Unaware they would be picked up in a Volvo. With this FREE car service, we transformed our cars into a promotional vehicle which literally picked them up because they requested it - definitely more promotional than any other form of media.

Execution

We created THE VOLVO HIJACKING CAR SERVICE. A free car service that drives other brands potential buyers to the competitors dealerships. With a small caveat... we picked them up in a Volvo and they got to discover, first hand, all of Volvo’s luxurious features.

To launch the campaign, we also developed ads that hinted to the competition and they appeared when the buyer searched online for other auto brands. We ran the ads for a month as pre-roll videos on YouTube, Google ads and as digital banners, geotargeting our main audience located in Miami, precisely when they were searching for luxury cars. People would then call a 1-800 number to schedule their courtesy pick-up drive to their luxury dealership of choice. Unaware they would be picked up in a Volvo.

Outcome

- We transformed our vehicles into a piece of direct, picking up potential buyers at their home.

- We generated a direct impact at the precise moment when they were ready to buy, money in hand, a competitor’s car.

- Our salesman spent about 15 min. with potential clients just talking about a Volvo.

- 3 out of 10 participants decided to come to our dealership.

- During the month of the promotion in Miami, we increased sales by 27%.

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