Volvo 'Trolls' Other Brands' Test Drives to Promote Its Diesel Cars in Brazil

Brand Placed Messages on LED Screens on the Back of the Car

By Alexandra Jardine. Published on Sep 09, 2016

Editor's Pick

Volvo came up with an innovative way to promote its diesel cars in Brazil, where it isn't such a well-known brand: hijacking other brands' test drives.

In this film created by Grey Brazil, a Volvo XC60 "trolls" people test driving brands such as Toyota and Land Rover by displaying messages on an LED panel placed on the back of the car. (We just hope the drivers weren't too distracted by the messages.)

According to the agency, the YouTube and Facebook film garnered over six million hits in its first four days online. Chief creative officer Rodrigo Jatene said in a statement that the campaign "gives a fun and unexpected edge to a brand known only for its security features. Test Drive Troll puts Volvo alongside big players by challenging a category dominated by huge media investments. If you can't beat them, outsmart them."

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Sep 09, 2016
Grey Brazil
Chief Creative Officer:
Rodrigo Jatene
Volvo Brazil
Executive Creative Director:
Adriano Matos
Creative Team:
Ale Koston
Creative Team:
Bruno Brux
Creative Team:
Pedro Rocha
Creative Team:
Alessandre Forti
Creative Team:
Daniel Xavier
Account Team:
Caroline Conrado
Account Team:
Andressa Fernandes
Account Team:
Gabriella de Souza
Planning Team:
Rogério Colantuono
Planning Team:
Bruno Brambilla
Planning Team:
Carolina Guimarães
Planning Team:
Laura Añasco Media
Director Team:
Felipe Santos
Director Team:
Ellen Cavalcanti
Director Team:
Marcio Viaro
Production Team:
Mariana Mendes
Production Team:
Izabel Soares
Production House:
Bando Studio
Executive Producer:
Marcela Sutter
Daniel Pascowitch
Samuel Costa
Director of Photography:
Andre Alves
Director of Photography:
Diego Marinho
Samuel Costa
Post Production Coordinator:
Ruda Cordaro
Post Production House:
Zumbi Post
Sound Director:
Cream Studios
Client Approval:
Leandro Texeira
Client Approval:
Mirella Cambrea

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