Title	AUTOLIV "THINK OUTSIDE THE CAR"
Brand	AUTOLIV
Product/Service	ASD
Category	C03. Exhibitions / Installations
Entrant	AUTOLIV Stockholm, SWEDEN
Idea Creation	GULLERS GRUPP Stockholm, SWEDEN
Media Placement	GULLERS GRUPP Stockholm, SWEDEN
PR	GULLERS GRUPP Stockholm, SWEDEN
Production	GULLERS GRUPP Stockholm, SWEDEN
Post Production	GULLERS GRUPP Stockholm, SWEDEN
Additional Company	CAMP DAVID Stockholm, SWEDEN

Name	Company	Position
Hemming Lindell	Gullers Grupp	CFO
Johan Yilmaz	Gullers Grupp	Chief Creative Officer
Malin Gerentz	Gullers Grupp	Project Manager
Igor Isaksson	Gullers Grupp	Architect
Igor Isaksson	Gullers Grupp	Architect
Henrik von Celsing	Gullers Grupp	PA Advisor
Tobias Borgin	Gullers Grupp	Copywriter
Johanna Sturk	Gullers Grupp	PR Advisor
Kaisi Rosin	Gullers Grupp	Art Director
Ilkka Isaksson	Gullers Grupp	Experience Designer
Ronja Harletun	Gullers Grupp	Junior Experience Designer
Pelle Helmstein	Gullers Grupp	Producer
Yoel Svenzén	Gullers Grupp	Graphic Designer
Stina Lütz	Camp David	Director
Kristina Wiborn	Camp David	Executive Producer
Lolo Uggla	Camp David	Producer
Nils Lindgren	Camp David	Production Manager
John Strandh	Camp David	DOP
Mia Andersson	Camp David	Stylist
Jovanna Ramaeus	Camp David	Production Designer
Madeleine Gaterud	Camp David	Hair/makeup
Johan Kjellberg	Camp David	Editor
Nicke Jacobsson	Camp David	Grade
Erik Olsson	Camp David	Sound
Wille Rising	Camp David	Online
Andreas Saag	Camp David	Music

Why is this work relevant for Brand Experience & Activation?

As the world leader in airbags, Autoliv has unique understanding of the people behind the accidents. As well as innovations like airbags for electricscooters. As leading road safety experts gathered for the Global Road Safety Conference, it was important to increase the safety for pedestrians,electric scooters etc. We grabbed their attention by thinking outside the car. Through a progressive exhibition, we combined an understanding of human vulnerability with Autoliv’s innovative products. By presenting new data and solutions, in an eye-opening arena, under several hours, Autoliv forged new important relations with the people that can make a real difference.

Background

1.4 million people died from traffic accidents last year. Half of them were vulnerable road users like pedestrians, cyclists etc. To achieve the Global goals, this number need to be halved. It is time to think outside the car. Asthe global market leader in airbags, Autoliv has unique understanding of the people behind the accidents. As well as innovative products like airbags on the outsides of cars and for electric scooters. The technology tosave lives exist. But how do we get decision-makers to open their minds and demand these products?

Describe the creative idea (20% of vote)

Autoliv was the pioneer in the commercialization of the airbag. Today with a 41 percent global market share in seatbelts and airbags. We conceptualized the form of the airbag, that is usually found inside the car, to think outside the car and to build awareness of the new innovations of airbags on the outside of cars and for electric scooters. We created an eye-opening exhibition in the form of “traffic-garden” to spark a conversation of increased safety for vulnerable road users. In an emotionalfilm, to create a sense of urgency for the new products, we follow a family where the brother has been hit by a car. To do her part in ensuring that nobody has to go the same trauma, his sister attaches all the soft things she can gather, on the outside of their car. Thus, embodying the innovative thinking of Autoliv’s airbags on the outside.

Describe the strategy (20% of vote)

During the third UN Global Road Safety Conference, the leading road safety experts, car manufacturer, industry leaders and NGO’s gathered in Stockholm. Here, Autoliv came forth and grabbed their attention through an interactive exhibition focusing on what unites us all, our vulnerability and our humanity. By building sense of urgency through the safety of the public, Autoliv found a way to integrate their innovative products as the solution, in a progressive conversation with the high-profile people that are able to change the road safety worldwide.

Describe the execution (30% of vote)

In the exhibition, the actual form of the airbag was used as a foundation toattach bicycles, electric scooters and mopeds up in the air. In a kind of weightless state that arises in a collision, showcasing the exposed situation of the vulnerable road users. A film showing the emotional impact of an accident on a family, together with films of actual products and statistics, were projected on to the airbags and screens. The new perspectives were channeled through a panel discussion. The message was highlighted where the target group moved. Through hyperlocal outdoor ads showing the innovative products around the event space and at the airport terminals where they landed and departed. A targeted conversation on LinkedIn built interest before the event and gathered leads afterwards. Strategic PR was used to get the word out and to increase relevance and credibility.

List the results (30% of vote)

The exhibition engaged over 100 high profile leaders from the car industry, electric scooter start-ups, as well as politicians, NGO’s and road safety experts. By presenting new data and solutions, in an eye-opening arena, under several hours, Autoliv forged new important relations with the people that can make a real difference. A survey showed that all visitors got new relevant knowledge out of their experience, as well as an increased interest for the vulnerable road user safety systems. The exhibition will be implemented globally, setting the wheels in motion towards a future where road fatalities are fading in the rear-view mirror.