Grey Worldwide Sdn Bhd
Test drives are the number one sales driver for all new cars. Yet, despite rave reviews, including the 2018 Car of the Year (source: https://www.telegraph.co.uk/cars/news/volvo-xc40-wins-european-car-year-2018-stylish-swedish-suv/) the new XC40 was not getting the vital test drives it needed to drive sales, especially from the younger target market - who were booking just 42 drives per month (Source: Volvo Internal sales data Jan-Mar 2019)
We were tasked to create a launch campaign that made the car relevant to the younger generation of Malaysians and push test drives of the new car.
The Safe Drive Hour: Converting car radios into a safety device, a new safety innovation that works in any car, just like the 3-point seat Volvo created 60 years ago.
Behavioral Science: Driving Under the Influence of Music
Research from the London Metropolitan University found that music impacts driver’s behavior. Music played at lower beats per minute - synced to the average human heart beat, helps drivers focus and concentrate on the road while high tempo music at 120 beats per minute, distracts.
Music that Saves lives - Re-engineer the music playlist of two national (Sinar & Lite FM) radio stations during drivetime to only play songs between 60-80 bpm. Effectively converting all songs into a new form of safety device that actually influence behavior by aiding focus and concentration during Drivetime. Complemented with daily safe driving tips delivered by the Director of the Malaysian Road Safety Dept.
2 National Radio stations, 5 weeks of Drivetime hour sponso
Graham Drew, Executive Creative Director
Andrew Fong, Creative Director
Brendan Low, Copywriter
Soo Soon. Fong, Art Director
Suzy Chiang, Producer
Daphne Wong, Brand Director
Esther Koh, Account Manager
Huma Qureshi, Regional Director PR & Corp Comms APAC