AI Car Recognition app
Volvo
Issue 62 | March 2022
Agency
FamousGrey, Dilbeek Belgium
Creative Team
Executive Creative Director Peter Ampe Creative team Eva De Jonckheere, Catheline Leroy, Yana Gestels, Zo De Priester Social creative Yarne De Schrijver, Laureen Delbauche, Sarah De Prez
Production Team
Producers Gaelle Haesaert, Lisa Cuypers Head of Digital Joachim Fran ois Project Manager Klaartje Vanmulders Digital strategist Wies Dickens Webmaster Stijn Swinnen Digital design Sacha Lempereur Developer Arno Vanbiesen Html developer Nele Boets
Other Credits
Account team Olivia Naudts, Matthias Roose, Maxine Heylands Strategic planners Floris Adriaenssens, Wies Dickens Creative planner Kirsten Vanderbeke Client Client contacts Lolita Swanet, Collin Vermoesen, Eva Loeckx, Joshua Vandeput, Sarah Standaert
Date
February 2022
Background
When the Brussels Motorshow, a crucial sales touchpoint for car brands, was cancelled because of Covid-19, Volvo needed to do something else.
But whatever it was, it had to be done in a sustainable way.
Idea
The ‘Volvo Street Configurator’ was a great example of how creative thinking combined with technology can solve a business problem. It turned the streets of Belgium into a massive showroom. It was a digital tool that recognised the exact configuration of every Volvo in the country. If a potential purchaser saw a Volvo she liked, she just took a picture of it, uploaded it within the app and the tool fed back every detail about the car’s specifications, its trim levels and wheels. Then it redirected her to the website where she could modify the configuration to her own requirements and find a nearby dealer. Or she could buy the vehicle online.
Through AI analysis of over 100,000 pictures, the tool connected real life with e-commerce to bring Volvo a little closer to revolutionizing the way we buy cars.
15 influencers and Volvo ambassadors gave extra visibility to the Street Configurator in their social media channels.
Results
There were 7,770 downloads of the app.
Lead conversion rate improved significantly with 20% of all configurator visitors going on to the Volvo website. By making configuration easier, the start-to-finish ratio of configurations increased 450%.
60 Volvo dealers exhibited the images shot by the street photographers in Belgium and Luxembourg.
Our Thoughts
The way cars are displayed and sold is going through its own personal digital revolution. In the old days, you’d go to an edge-of-town dealership. These weren’t particularly fun places. And often you really didn’t want an over-eager salesman hovering beside you as you looked. Now it’s possible to go all the way from researching the market, studying the cars available to placing an order and arranging finance online. No surprise that Volvo is out in front in this new world of e-commerce.