Editor's Pick: Volvo asked pregnant moms to a casting call, then sold them its cars!

Volvo of North Miami found a way of luring growing families to its brand and underlining the safety benefits of its XC40; it organized a casting call at one of its dealerships.The campaign, by We Believers, invited pregnant women to audition to appear in a series of online videos for a Presidents' Day weekend sale at Volvo's South Florida dealerships.The three-day casting call took place at the dealership in Miami and, by getting them to rehearse lines about the car's safety features and technology, it subtly sold the women themselves on Volvo."Luxury cars dealerships usually don't get that much traffic compared with a casting call, because of the prices of the cars," says We Believers founder Gustavo Lauria. "We didn't know if the 'experiment' would work because it was all about waiting for the future moms to react and think about getting a Volvo as a result of exposing them to the cars, the sales agents and most importantly, the safety features."In the end, however, the idea proved successful. One out of four of women decided to do a test drive and get a quote to lease one of the cars, and sales tripled during the Presidents' Day weekend. The casting footage--which includes the women's authentic reactions to the safety features and price--was then used for the campaign in social videos like this, this and this.This is just the latest in We Believers' smart stunts for Volvo of North Miami. Previously for the South Florida dealerships, it recruited car crash survivors to staff sales booths, an idea that the brand later brought to other parts of the U.S., China, Spain and other countries.

Credits: Apr 26, 2018
Agency:We Believers     Client:Volvo     Chief Creative Officer:Gustavo Lauria    Executive Creative Director:Patricio Elfi   
Executive Creative Director:Leo Prat     Creative Director:Santiago Luna Lupo      Creative Director:Percy Bustos    
Copywriter:Gustavo Lauria     Copywriter:Leo Prat     Copywriter:Santiago Luna Lupo     Art Director:Patricio Elfi     
Art Director:Percy Bustos     Head of Art:Diego Grandi     Head of Production:Marcia Jaes      Head of Planning:Marco Vega     
Head of Client Services:José Quijano     Account Executive:Juliana Patiño     Account Executive:Juan Diego Cano
Agency Coordinator:Lupita Alvarez


Production Company:Kreative Kontent     Director:Fro Rojas     Director of Photography:Adolfo Ferro     
Executive Producer:Debbie Margolis-Horwitz     Editor:Diego Panich     Production Company:Personal Music     
Music Composer:Alexis Estiz     Sound Design:Personal Music     Executive Producer:Estela Romand
Post Production Company:Moving Forward Studios     Color:Moving Forward Studios     Color:Oscar Martinez
Post / Online:Leo Lovera     Post Producer:Denisse Zeigen

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