Q: When is the best time to convert a potential buyer to your brand?

A: When they’re taking a test drive…

…and it doesn’t matter which brand they’re trying out.

Volvo isn’t such a well-known brand in Brazil. Grey Brazil decided to help Volvo’s diesel cars compete with better known brands like Toyota and Land Cruiser.

It trolled people taking a test drive in a rival brand. The agency displayed enticing messages on an LED screen on the rear window of a new Volvo diesel (including an invitation to test drive the Volvo) – and drove it directly in front of people taking a test drive in another car.

According to Grey, the YouTube and Facebook film achieved more than six million hits in its first four days online.

Chief creative officer, Rodrigo Jatene, commented that the campaign, “gives a fun and unexpected edge to a brand known only for its security features. Test Drive Troll puts Volvo alongside big players by challenging a category dominated by huge media investments. If you can’t beat them, outsmart them.”

Credits:

Agency: Grey Brazil

Chief creative officer: Rodrigo Jatene

Executive creative director: Adriano Matos

Art directors: Ale Koston, Pedro Rocha, Alessandre Forti

Copywriters: Bruno Brux, & Daniel Xavier

Account management: Caroline Conrado, Andressa Fernandes & Gabriella de Souza

Planning: Rogério Colantuono, Bruno Brambilla, Carolina Guimarães & Laura Añasco Media

Production: Mariana Mendes & Izabel Soares

Media: Felipe Santos, Ellen Cavalcanti & Marcio Viaro

Production company: Bando Studio

Directors: Daniel Pascowitch & Samuel Costa

Executive producer: Marcela Sutter

Post production: Zombie Post

Sound: Cream Studio