Title	AUTOMATIC BRAKING BILLBOARD
Brand	VOLVO
Product/Service	AUTOMATIC BRAKING SYSTEM
Category	B02. CARS & AUTOMOTIVE SERVICES
Entrant Company	BBDO BELGIUM Brussels, BELGIUM
Advertising Agency	BBDO BELGIUM Brussels, BELGIUM

Name	Company	Position
Sebastien De Valck	BBDO Belgium	Creative Director
Arnaud Pitz	BBDO Belgium	Creative Director
Jasper Verleije	BBDO Belgium	Art Director
Sarah Huysmans	BBDO Belgium	Copywriter
Wouter Vandenherreweghe	BBDO Belgium	Account Manager

Results and Effectiveness

Commercial objective was as always: keep sales figures high. The communication objective was: send out a tactical price message but it shouldn't feel like a promotional campaign. And although the price is very upfront in the creation, the overall feel is that of a smart branding campaign in which Volvo reinforces its claim of the most innovative car brand in the world when it comes to safety. The campaign only started on the 14th of October and will run until the second week of November. This makes it too soon for commercial results or branding effects. But we're pretty sure the campaign will have a positive effect on both.

Creative Execution

During this project, we worked together with JC Decaux. They equipped their mobile posters with sensors, which made the posters stop right when the visual of the V40 was about to hit the edge. The abribus posters were combined with magazine insertions - leaving ample space for more explanations on how the system performed and a banner campaign demonstrating this safety system and other security features of the Volvo V40.

Insights, Strategy and the Idea

The Volvo V40 comes standard with an automatic braking system. To highlight this special feature in an outdoor campaign, we took an outdoor mobile poster and equipped it with an automatic braking system: it brakes automatically when the V40 is about to hit the edge. After a couple of seconds it rolls back to its original position. Automatic breaking systems are most relevant in two contexts: high way jams and busy city traffic. Since the first is no option to advertise - due to strict regulations - we focused on the latter. 2m2 abribus posters are the most wide spread out-of-home medium selective on the core target group: professional starters aged 25-30 years old. This medium also lends itself perfectly for putting out our message in day-to-day traffic situations where it would be the most impactful and relevant.