Volvo Safe Drive Hour

Agency

Grey Worldwide Sdn Bhd

Client

Volvo

Product/Service

Automotive

Brief

Brand Context
May 2019 was the 60th Anniversary of Volvo’s invention of the 3-point safety belt, an invention that Volvo found so important that it shared the patent with the world.  This technology is now in every car and has saved over a million lives.  It is also the perhaps most tangible evidence of the brand’s continued commitment to safety for all.

Consumer Context
Globally, Volvo’s commitment to safety is a core element of the brand’s strength.  However, in Asia, safety does not resonate as well, Volvo is still perceived as an ‘old man’s’ car, and safety = boring.

Brief
Celebrate the 60th Anniversary of Volvo’s invention of the 3-point safety belt and their sharing of the patent to the world.

How could we make a 60 year old road safety fact relevant to a nation of drivers who don’t think about safety when choosing a car?

Solution

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