Make potential Volvo customers aware of the superb Active Four-C suspension system available as an option in most models.

A tailor-made ambient stunt that is based on a regional insight: in the UAE the roads are cluttered with speed bumps and this is where you really need a good suspension.

We produced very special speed bumps for the entrance to dealership parking lots. They looked like the real thing – with one crucial exception: they were made of a soft sponge material. People slowed down expecting a bounce, but surprisingly, they felt nothing. A sign explained: “Never feel a bump again. With Volvo’s Active Four-C suspension.”

Interest in the suspension system rose significantly: salespeople at the dealerships were frequently asked about the Active Four-C suspension, helping them to sell Volvo cars and upgrade to the suspension system. The idea was so successful (business uplift > 10%) and cost-efficient in the United Arab Emirates, that Volvo decided to produce the speed bumps for the entire Middle East.