By integrating the Above the Line concept of the Volvo C30 campaign, N BBDO organized a Volvo C30 activation road show in some of the most visited train stations and shopping streets in Belgium.

1. Volvo
C30 Road show

2. Briefing
Bring the Volvo C30 closer to the people by adapting the Above the Line
concept in an activation concept. Period: January 2007. Place: whole of
Belgium (focus on shopping)

3. Central idea
Activation of the Volvo C30
campaign in three steps:
Presentation Volvo C30 in the
campaign environment
Captation of opinions about the
Volvo C30 & leads
Contest where people could win an
iPod Nano

4. Central idea
C30 in the train stations:
Brussels south &
Antwerp central

5. Central idea
C30 road show in shopping streets:
Louizalaan (Brussels), Meir
(Antwerp), Sint-Baafsplein (Ghent),
Place du marché (Liège), Grote Markt
(Hasselt), Rue du Marchovelette
(Namur), Grand Place (Mons)

6. Results
Train stations: good visibility & more than 1.000 qualified leads.
Shopping streets: good visibility & more than 800 qualified leads