Volvo has long led the industry with innovations in safety developing technologies that don’t just meet standards, but exceed them. But as “safety” becomes an overused category message, car brands all showcase crash test stats and safety features.
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The Challenge
To reassert leadership, Volvo needed to break from convention and transform “safety” from a broadcasted claim into a media experience people could witness, feel, and believe. How could we create a media moment that didn’t just inform but left a lasting mark?
The Solution
Only real accidents reveal the power of protection.
Volvo discovered something powerful : Each time a major crash made the news — and lives were saved — the stories spread fast. They inspired conversation. They reassured. They even sold cars. So, while others polished showroom images, we showed the wreckage. We took a real crash vehicle — one that had protected its passengers through a violent 360° impact and turned it into an immersive physical exhibit. Not a replica. Not a re-creation. The actual car that saved lives. Because safety shouldn’t just be said — it should be seen.
We brought to the public the very cars that had survived real, harrowing accidents—turning them into brand ambassadors, touring across Taiwan to engage consumers up close and in person.
- Offline : We toured the car across the country. On-site audiences could examine every inch of the damage, feel the impact firsthand, and understand how Volvo’s safety systems protected the people inside.
- Online : Using advanced scanning, we created a 3D interactive digital twin of the wreck.Visitors could enter a full 360° virtual crash gallery rotate, explore, and click on any part of the car. Each component triggered a corresponding safety tech video explainer.
- Social media : We integrated real survivor stories and tech demos from Instagram, Facebook, and YouTube, connecting personal narratives with product innovation.
The result was a seamless ecosystem where every platform, every story, and every click brought the same message to life : Volvo protects. Not just in theory. But in reality.
The Results
In just 12 days :
- 25,863 participants engaged with the exhibit
- Covered by 85 media outlets
- Triggered a massive resurgence of Volvo crash story shares and comments online
- Reignited Volvo’s legendary nickname: "The Swedish Tank" Created what may be the strongest safety campaign — not made of words, but of undeniable proof.
Innovating to Impact
By turning real crash vehicles into verifiable brand proof and scaling them through a phygital experience, we transformed “safety” from test stats and claims into something people could see, understand, and share grounding Volvo’s leadership in lived reality.
Awards Won
4A Awards
- Best Environmental Media – Silver
- Best Integrated Marketing Communications – Bronze
- Best Media Innovation – Bronze
- Best User Experience – Merit
- Best Interactive Experience – Merit
Times Awards
- Transportation, Marketing Category – Bronze
- Best Interaction Design, Technology Category – Merit
Click Awards
- Event Marketing Award – Gold
- Cross-Media Integrated Marketing Award – Bronze
- Innovative Marketing Award – Bronze
- Effectiveness Marketing Award – Merit
Digital Singularity Awards
- Best Audience Insight, Social Media Marketing – Gold
- Best Channel & Service Experience, Brand Experience & Activation – Silver
- Best App and Mobile Web Marketing, Mobile Marketing – Silver
- Best Online-to-Offline Commerce Marketing, Commerce Marketing – Silver
- Best Experience Design Innovation, Innovation – Silver
- Best Cross-Media Integrated Campaign, Brand Experience & Activation – Bronze
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