To create a unique and bold campaign, Volvo decided on a risky path: in a nationwide campaign, Volvo made its entire production and media budget - five hundred thousand dollars - available to advertise the current cars of drivers that were on the waiting list for the new XC60.

The campaign consisted of many of the clients’ details including name, car model and price. Even their personal email addresses and cellphone numbers were featured on the ads.

For three weeks, a team of over 100 professionals - directors, photographers and digital producers - worked on the "Competitors’ Sale" campaign. They leveraged further national coverage by turning personal data from drivers into digital commercials, banners, print ads, digital posters, OOH, direct mailing and radio spots.

Versions of the ads were formatted to be broadcast on the Volvo brand’s social channels, such as Youtube Brandchannel, Facebook and Instagram, increasing the competitors’ sales.

Diesel-car drivers of other brands became extremely interested in buying the new Volvo XC60 Diesel. And to be able to afford the XC60, these clients needed to sell their own Diesel cars first. But selling a used luxury diesel car in Brazil is not an easy task. It can take months, for a simple reason: the country is experiencing a severe economic crisis. The purchasing power of Brazilians has decreased a lot.

Volvo's clients didn't want to wait too long to sell their used luxury diesel. So, Volvo decided to help them, accelerating the selling process. How? Volvo created a huge campaign for these clients: the launch campaign for the new Volvo XC60 Diesel actually sold other brands of used diesel cars.

To create a unique and bold campaign, Volvo decided on a risky path: in a nationwide campaign, Volvo made its entire production and media budget - five hundred thousand dollars - available to advertise the current cars of drivers that were on the waiting list for the new XC60.

The campaign consisted of many of the clients’ details including name, car model and price. Even their personal email addresses and cellphone numbers were featured on the ads.

For three weeks, a team of over 100 professionals - directors, photographers and digital producers - worked on the "Competitors’ Sale" campaign. They leveraged further national coverage by turning personal data from drivers into digital commercials, banners, print ads, digital posters, OOH, direct mailing and radio spots.

Versions of the ads were formatted to be broadcast on the Volvo brand’s social channels, such as Youtube Brandchannel, Facebook and Instagram, increasing the competitors’ sales