Volvo – OOH launch campaign for pop-up store in Yerevan

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.

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.

VIDEO https://vimeo.com/654927032

Results

For the period of October 14 to November 30, 34.706.004 impressions were delivered, which is 48% more than planned. This is a promising result for a country with 3 million population.

In just over a month and a half after the pop-up store opened, 70% of the available cars were sold.

Credits

Creative Director: HOVHANNES MARGARYAN

Art Director: ANUSH GHAZARYAN

Copywriter: TIGRAN GEVORGYAN, TIGRAN SIRUNYAN, ANJELA PETROSYAN

Designer: ANI AMARIAN

Creative Producer: NAREK HAKOBYAN

Account Manager: DIANA STEPANYAN

Published: OCTOBER, 2021