E.V.A Initiative (Equal Vehicles for All)

By Mindshare - Madrid

For Volvo Brand Volvo

Winner in category Health & Wellness

In subcategory Consumer-Traditional

WPPED Cream
Project Description
Make cars equally safe. Some people are less safe on the road than others. That’s why it’s time to share more than 40 years of safety research – to make cars safer for everyone. Not just the average male.
When a woman steps into a car to drive, she assumes she’s safe. Yet in 2019, most automakers still produce cars based exclusively on data from male crash test dummies. For this reason, women run a higher risk of getting injured in traffic than men.
The biggest challenge of this project it`s make cars safer for everyone, not only to the average male.
Volvo has gathered information from real accidents FOR 20 YEARS. 100% EQUAL DATA. That data makes all the difference, especially when the dummies are becoming virtual. So, as the safety leader, what can Volvo do? How can they show the world that they truly put people first – ALL PEOPLE? Volvo shares their knowledge with the rest of the car industry. once again.
By letting everyone download this data, Volvo hopes to make every car safer.
No one should be killed or seriously injured in a new Volvo car. To achieve this goal for as long as possible Volvo developed unique safety systems innovations such as WHIPS (Whiplash Protection System), SIPS (Side Impact Protection System), IC (Inflatable Curtain), first average-sized pregnant crash test dummy.
Agency Solution
To communicate E.V.A. project we`ve used 360º strategy to guarantee coverage and awareness. We set up a mix between conventional and non-conventional media channels to reach core target and generate expectation around the campaign.
 Conventional Tv in the main National channels
 45” Content in one of the highest audience programs in Spain (El Hormiguero).
 Magazines: (part of content)
 DOOH circuit in Madrid and Barcelona. To support this activity we used interactivity technology in some of them to increase the awareness
 Spectacular Digital Canvas at Madrid Airport (Dutty Free entrance)
 Digital display (highly usage of video format)
 Youtube campaign
 SEM campaign
Please rotate your device
to portrait orientation