In New Zealand, Volvo is considered a dull brand. How could we launch their exciting new performance saloon, the S60, to a disinterested audience?

How could we get influential motoring journalists to write about Volvo in a totally different way?We took one of the safest cars on the road, and did something not quite so safe with it. We filmed top New Zealand race car driver Jonny Reid taking the car around the country's premier circuit. But totally blindfolded.Guided by nothing more than his co-driver's voice, he broke a world record and hit a top speed of 193 km/h.We sent a publicity kit to every motoring journalist in the country with the film, exclusive trackside interviews and a gallery of dynamic publicity shots.Then we released it on a purpose built S60 microsite: learn about the car, watch behind the scenes footage, and even book your own test drive.We drove traffic to the site via billboards, press and internet ads.The film was viewed 74,000 times in 2 weeks (huge in a country of only 4 million people).The stunt dominated every single one of New Zealand's S60 motoring reviews.

And spawned over 600 online articles.

The Blind fold test drive was filmed at Hampton Downs, NZ's top racing circuit. A world record was set for driving blindfolded on a circuit. The lap time was 1'28", top speed was 193 km/h.After the initial PR release, we sent a publicity pack to every New Zealand motoring journalist. It contained the film of the Blindfold Test Drive, exclusive trackside interviews and a gallery of dynamic publicity shots.We then released the film on a purpose built S60 microsite - where you could learn about the car, watch behind the scenes footage, and even book your own test drive.

Press ads, billboards and online ads drove people to the microsite.

Within 2 weeks the film had been viewed 74,000 (a big result in a country of 4 million).The campaign generated huge levels of PR attention.More than 80,000 people were driven to the special campaign microsite in the first two weeks.And importantly, the campaign was a huge hit with the crucial audience - the motoring journalists. Every New Zealand review of the new Volvo S60 talked about the blindfold test-drive, and more than 600 online articles were generated.