Creativity

Volvo asked pregnant moms to a casting call, then sold them its cars

Campaign by We Believers targeted growing families

By Alexandra Jardine. Published on Apr 26, 2018

Editor's Pick

Volvo of North Miami found a way of luring growing families to its brand and underlining the safety benefits of its XC40; it organized a casting call at one of its dealerships.

The campaign, by We Believers, invited pregnant women to audition to appear in a series of online videos for a Presidents' Day weekend sale at Volvo's South Florida dealerships.

The three-day casting call took place at the dealership in Miami and, by getting them to rehearse lines about the car's safety features and technology, it subtly sold the women themselves on Volvo.

"Luxury cars dealerships usually don't get that much traffic compared with a casting call, because of the prices of the cars," says We Believers founder Gustavo Lauria. "We didn't know if the 'experiment' would work because it was all about waiting for the future moms to react and think about getting a Volvo as a result of exposing them to the cars, the sales agents and most importantly, the safety features."

In the end, however, the idea proved successful. One out of four of women decided to do a test drive and get a quote to lease one of the cars, and sales tripled during the Presidents' Day weekend. The casting footage--which includes the women's authentic reactions to the safety features and price--was then used for the campaign in social videos like this, this and this.

This is just the latest in We Believers' smart stunts for Volvo of North Miami. Previously for the South Florida dealerships, it recruited car crash survivors to staff sales booths, an idea that the brand later brought to other parts of the U.S., China, Spain and other countries.

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Credits

Date
Apr 26, 2018
Agency:
We Believers
Client:
Volvo
Chief Creative Officer:
Gustavo Lauria
Executive Creative Director:
Patricio Elfi
Executive Creative Director:
Leo Prat
Creative Director:
Santiago Luna Lupo
Creative Director:
Percy Bustos
Copywriter:
Gustavo Lauria
Copywriter:
Leo Prat
Copywriter:
Santiago Luna Lupo
Art Director:
Patricio Elfi
Art Director:
Percy Bustos
Head of Art:
Diego Grandi
Head of Production:
Marcia Jaes
Head of Planning:
Marco Vega
Head of Client Services:
José Quijano
Account Executive:
Juliana Patiño
Account Executive:
Juan Diego Cano
Coordinator:
Lupita Alvarez
Production Company:
Kreative Kontent
Director:
Fro Rojas
Director of Photography:
Adolfo Ferro
Executive Producer:
Debbie Margolis-Horwitz
Editor:
Diego Panich
Production Company:
Personal Music
Music Composer:
Alexis Estiz
Sound Design:
Personal Music
Executive Producer:
Estela Romand
Post Production Company:
Moving Forward Studios
Color:
Moving Forward Studios
Color:
Oscar Martinez
Post / Online:
Leo Lovera
Post Producer:
Denisse Zeigen

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