BRAND ACTIVATIONS AND EXPERIENCES
VOLVO BRAND ACTIVATION, SYDNEY
THE VOLVO CRASH TEST MODELS
BRIEF:
Create an innovative, experiential stunt to raise awareness of the new Volvo S60 model being unveiled at the Sydney Motor Show.
CREATIVE EXECUTION:
THE EVENT SUITE in partnership with ad agency SAPIENTNITRO, created a team of 'crash test models' who hit Sydney's urban beaches over the period of a weekend, armed with free tickets to see the S60 at The Sydney Motor Show, along with fun, temporary 'crash test' body tattoos. Twenty gorgeous male and female 'crash test models' dressed in black swimwear and marked with black and yellow crash test markings, were deployed at Bondi, Tamarama and Bronte beaches creating an enormous stir and excitement amongst beach-goers.
OUTCOME:
Over 1,000 tickets to the Sydney Motor Show were issued over the weekend by the crash test models, whilst simultaneously reinforcing the brands positioning as innovative, fun and adventurous.
Greg Bosnich, marketing director for Volvo Car Australia, said: "This successful 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. Being a little bit naughty reflects the change of pace for the brand, opening people's eyes and minds."
CLIENT TESTIMONIALS
SCOT (SKIP) WATERHOUSE, CREATIVE DIRECTOR – LEO BURNETT
THE EVENT SUITE has produced several incredibly successful events for Sapient Nitro over the past 2 years.
This complicated, choreographed stunt-style event went without a hitch, and achieved its aim of bolstering attendance at the All-New Volvo S60 stand at the Sydney Motor Show.
THE EVENT SUITE created the impossible, sourcing permits, securing suppliers and delivering this stunt seamlessly whilst all the while adding a sense of professionalism and fun that is truly rare.