The Volvo V40 is standard equipped with City Safety, an automatic braking system. Volvo wanted to promote their V40 and highlight its special feature in an outdoor campaign.

So we took an outdoor mobile poster and equipped it with an automatic braking system. Introducing: the Volvo Automatic Braking Billboard. A mobile poster, that brakes automatically when the V40 is about to hit the edge. After a couple of seconds it rolls back to its original position.

We have no post-test communication results for this creative idea. The overall Brand and Model Identity Monitor for Volvo Car Belux 2014 showed that Volvo and Volvo V40 model occupy the lead position for parameters such as passive and active safety and safety innovation. We can’t demonstrate that this particular campaign had a spectacular effect on sales. The outdoor-concept was part of a completely integrated campaign (print, online, sales activations at dealerships) which had positive commercial result (3.2% raise in sales of the V40 model) – but this was mainly due to the low netto pricing in that campaign period.