Volvo overtakes Sydney's beaches

A new experiential campaign for Volvo, which will see a team of crash test models hit Sydney's urban beaches, will roll out this Sunday.

The stunt, developed by Sapient Nitro – which handles the Volvo brand globally – will help promote the release of Volvo's new S60 which will be unveiled at the Sydney Motor Show.

Twenty crash test models dressed in black swimwear with traffic hazard markings will hit beaches at Bondi, Tamarama, Bronte, Manly and Balmoral this weekend. They will be armed with free tickets to the Sydney Motor Sho and will "hazard mark" beachgoers with temporary tattoos.

Greg Bosnich, marketing director for Volvo Car Australia, said: "This campaign was designed to be as surprising and innovative as the product itself. It's all about balancing Volvo's responsible reputation by showing off its fun and adventurous side."
Stuart Poignard, MD of Sapient Nitro Sydney, added: "Being a little bit naughty illustrates this change of pace for the brand and this idea is a cheeky way of opening people's eyes and minds to it."

Credits: associate creative director Scot Waterhouse, creative team Matt Arbon, Alex Addlem, group account director Marina Earp

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