North Americans think of the automobile Brand Volvo as a guarantee of safety, but very few associate it with luxury and comfort. To solve this problem, We Believers, the Hispanic agency in the US, developed an activation titled The Volvo Hijacking Car Service.The idea consisted in offering a free transportation service to people who were going to buy a car from the competitors. The detail was that they picked them up in a Volvo and the driver was a salesperson who showed them all the virtues of the design and comfort that the brand offers. To make the campaign the launched ads that appeared when people were looking for cars from other brands.Three out of every eight participants chose a Volvo, sales increased in 27%. Currently, the campaign participates in Cannes Lions 2015 and was made by: Gustavo Lauria, CCO; Juan Pablo Carrizo and Patricio Elfi, Executive Creative Director; Santiago Luna Lupo, Creative Director; Gustavo Lauria, Juan Pablo Carrizo and Santiago Luna Lupo, copywriters; Patricio Elfi and Diego Capela, Art Directors; Lupita Álvarez and Adriana Correa, Producers at the agency; Marco Vega, Head of Planning; Juliana Patiño, Accounts Executive; Cherry Sunday Media, Production company; Nelson Cabrera, Director; Music & Music, Post-production Editing and Alexis Estiz, Editor. Did you like this piece? Share your opinion with #PalpitandoCANNES and follow us on @PRODUPublicidad.
Marco Vegas de We Believers: Hay que fortalecer la marca Mercado Hispano
