Children Created Outdoor Advertising Campaign For Volvo

Feb. 01, 2022

Doping Creative Agency tells how “FOR THE NEW GENERATION” campaign has been created, from A to Z. It was an OOH launch campaign for Volvo’s pop-up store in Yerevan, Armenia.

• Objective

Volvo cars are universally known for their safety, innovation and comfort. Parents magazine named Volvo XC90 as one of the safest family cars of 2021.

When choosing a car, parents tend to prioritize reliability and safety for the youngest members of their family. Brand’s target audience clearly appreciates this, and Doping saw an opportunity here; how could they make the launch campaign more appealing and emotionally engaging to the parents?

• Solution

The creators decided to portray Volvo through the eyes of those who both the parents and Volvo care so much about.

So, to create the campaign posters, the team invited the little experts to inspect the Volvo XC90 and give their professional take. The kids were introduced to the car, and then, they were asked to draw the car inspired by their impressions. The little experts started making the posters themselves. They put their own perspectives into the drawings, highlighting the features that they loved the most. These very drawings eventually became the billboards that promoted the Volvo pop-up store launch.

Hovhannes Margaryan, Creative Director of Doping Creative Agency, said:

“For us, this idea was quite risky. We realized that it would either be a huge success or a total failure. If things did not go as planned, we would have to start creating a new campaign, but the client and consumers might not forget the failure. Anyway, we decided to take a risk. We entrusted the serious brand to children and gave them complete control.

 

Rusudan Grdzelidze, Marketing Manager at Volvo Car Caucasus, said:

“The grand opening of the Volvo store in Armenia was a significant event for us, which clearly required appropriate communication. We needed to find a solution that would reflect the benefits of the brand, which will be familiar to the local consumer. We entrusted this important mission to Doping Creative Agency.”

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The campaign had 2 parts: teasing and revealing. As for the teasing, Doping only launched the posters, painted by the children.

Later, after the grand opening of the pop-up store, the agency kick-started the second phase of the campaign. See the slider below for revealing the campaign.