Challenge: Volvo was celebrating the 50 year anniversary of their 3-point seatbelt. But in this region seatbelt usage is low. So, how on a shoe-string budget (USD 32,000), do we celebrate the anniversary and engage people?
Through fashion, of course. Volvo targeted its youthful audience in the malls, and showed how fashionable it was to wear your seatbelt. They made magazines, and ravecards, showing the different styles. In addition, they teamed up with a store, and had live mannequins at the front wearing their fashionable seatbelt styles. The campaign blew up, and people were even taking their own pictures and posting them online.
This campaign idea is awesome, because it really takes into account the perspective of the target audience. Conventional marketing wasn’t encouraging seatbelt usage, so they spoke to the younger crowd the way they want to be spoken to- through fashion and trends. Makes you think that maybe this is the answer to other issues, such as drunk driving. Maybe instead of positioning drunk driving as something that is bad and kills people, we should make it “cool” to take a cab home if you’re drunk. There’s nothing cooler than taking a cab when you’re completely smashed. You can take videos and pictures. Maybe get a few celebrities doing it, and you’re set.
Just a thought.
(Via: Direct Daily)