We replaced the car sales agents at our stand in a mall with real people who survived a major car accident, thanks to a Volvo. During the activation, the VOLVO SURVIVOR SALES AGENTS were able to share their personal crash stories first-hand with potential customers. People not only had the chance to experience Volvo safety features in an impactful way, but also close the deal directly with the help of the survivors. In the end, we made people think about the most important thing about a car: safety.

We reached out to real people who survived major car accidents while driving a Volvo, and then we invited them to participate as our car sales agents during a one-day event. It all took place at the Pembroke Lake Shopping Mall in Miami, where the Volvo Survivor Sales Agents had the chance to share their impactful stories with potential customers. Throughout the event, over 400 people interacted with our stand, many of them learning first hand from our survivors how the Volvo safety features saved their lives.

With this activation people had the opportunity to hear real testimonies instead of just talking with a typical car salesman. We had 60% more visits than what we usually get at our car stands in a mall. During the weekend of the event, 3 out of 10 visitors decided to do a test drive and most of them ended up at the dealership to get a Volvo. In the end, we made people think about the most important thing about a car: safety.

One of the most common places where car dealerships can engage with potential consumers, are the car stands in a shopping mall. That’s why we turned the typical stand into an impactful live activation replacing our car sales agents with real people who survived a major car accident, thanks to a Volvo. People were able to experience the importance of Volvo’s safety features through our survivors’ stories, generating sales in a more meaningful way.

The strategy was to reach potential consumers in one of the most crowded places in Miami: a shopping mall. First, we reached out to real people who survived major car accidents while driving a Volvo, and then we invited them to participate as our car sales agents during a one-day event. People interested in the cars had the opportunity to hear real Volvo survivor's testimonies instead of just talking with a typical car salesman. Finally, they were invited to go the dealership to do a test drive, or they could close the deal right there.

Every year around 5 million car crashes occur in the U.S. In fact, in 2016, over 37,000 people were involved in major accidents and died. However, car buyers tend to prioritize other features such as exterior design over safety. This all changes, however, when they are exposed to the shocking experience of a crash. So Volvo of North Miami decided to take advantage of their stand in a shopping mall, to promote the safety features of the new Volvo XC90 and the S90 sedan in a different way.