Volvo's 'Soft Speed-Bump' campaign awarded two Mena Cristals

This proactive idea was developed last year by Memac Ogilvy to highlight the superior Active Four-C suspension system that Volvo offers to their potential customers.

The campaign's concept was inspired by the increasing number of traffic speed bumps littered on Dubai roads and which, over time, play havoc with vehicles suspension systems. With this in mind, Memac Ogilvy produced the concept of the 'Soft Speed Bumps' which were positioned at the entrance of Volvo dealership parking lots across the region.

James Purdie and Sascha Kuntze, two innovative creatives at Memac Ogilvy Dubai, explained the idea further; "Anyone driving regularly on Dubai roads will know the extent of the speed-bump 'epidemic' Constantly going over speed-bumps seriously affects a cars suspension system and it's never too peasant for the passengers either."

"Through the 'Soft Speed-Bump' Campaign we wanted to highlight the importance of suspension and the quality of the system that has been developed by Volvo Cars. When people came to a Volvo parking lot and expected to 'feel' a regular speed-bump, they were instead pleasantly surprised with no impact at all...thus indicating the quality of Volvo's suspension technology and perfectly in-keeping with the campaign slogan - Never feel a bump again. With Volvo's Active Four-C suspension," they added.

Roula Beiruty, Marketing Manager of Volvo Cars Middle East said, "We are delighted that Memac Ogilvy has been recognized through the Mena Cristal awards for the Volvo campaign. The team is superb and excellent direction and support was given to all by Till Hohman, Executive Creative Director, Memac Ogilvy. Due to the positive recognition of this campaign Volvo dealerships received regular enquiries regarding the Volvo Active Four-C suspension, helping them to sell Volvo cars and upgrade to the suspension system."

Beiruty added; "We are definitely looking forward for more proactive campaigns and we are sure that they will be as successful as the soft speed-bump proactive idea."

This proactive campaign also triumphed at the Lynx Awards 2008 emerging with two Gold awards in the Outdoor and Direct Marketing categories. With the success Volvo Cars Middle East has experienced since beginning it's relationship with Memac Ogilvy this is a professional collaboration that is certainly one to watch.