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. Our target audience clearly appreciates this, and we saw an opportunity here; how could we make the launch campaign more appealing and emotionally engaging to the parents? Of course by portraying Volvo through the eyes of children.

If children approve of the car, parents are much more inclined to buy it. That is to say, children are the little experts whose ‘professional opinion’ parents tend to keep in mind. So, to create the campaign posters, we invited the little experts to inspect the Volvo XC90 and give us their professional take. We introduced the car to them. They got to see both the fun parts — interior, sound system, booster seats, etc., as well as the many safety features, such as Driver Alert Control, Large animal detection system, Park Assist, etc.

Once ready, they agreed to share their expertise with us; and inspired by these 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 basis for the billboards that promoted the Volvo pop-up store launch.

The campaign had 2 parts: teasing and revealing. As for the teasing, we only launched the posters, painted by the children. Later, after the grand opening of the pop-up store, we kick-started the second phase of the campaign. #SwipetoReveal