2010 Winners & Shortlists

Results and Effectiveness

Not only did we get hundreds of vehicles to carry our message at a very low cost, but more importantly, this creative use of media allowed us to literally get motorists to focus on the message at the crucial time – In traffic. This resulted in a dramatic increase in calls to the Volvo call centre for more information. It drew people into the showrooms for test drives of the XC60’s and allowed us to build an invaluable database for when the City-Safety system is launched in the UAE, in a new range of vehicles over the coming year.

Creative Execution

It seems as if almost every second vehicle on the road in Dubai has a sticker asking whether the driver is indeed driving safely. This is understandable, as Dubai has a disproportionately high death toll on its roads. Enter Volvo’s new City Safety Anti-Crash System. Perfect for preventing accidents in congested traffic areas. So to promote the City- safety system and intrigue the general public, we played off the prevalence of these bumper stickers. We created our own unique bumper sticker that tells it like it is. We placed them on a fleet of Volvo XC 60’s and also gave them away with each car sold.

Insights, Strategy and the Idea

Volvo recently launched their new City Safety Anti-Crash system in the UAE. And although Volvo is well known and respected in the rest of the world for their incredible safety standards, consumers in the UAE are less concerned with their own personal safety. Producing a simple print ad to tell them we have a new safety feature wasn’t the answer. We had to find an effective low-cost media option to spread this message as widely and effectively as we could.