Volvo 'Trolls' Other Brands' Test Drives to Promote Its Diesel Cars in Brazil

Volvo came up with an innovative way to promote its diesel cars in Brazil, where it isn't such a well-known brand: hijacking other brands' test drives.

In this film created by Grey Brazil, a Volvo XC60 "trolls" people test driving brands such as Toyota and Land Rover by displaying messages on an LED panel placed on the back of the car. (We just hope the drivers weren't too distracted by the messages.)

According to the agency, the YouTube and Facebook film garnered over six million hits in its first four days online. Chief creative officer Rodrigo Jatene said in a statement that the campaign "gives a fun and unexpected edge to a brand known only for its security features. Test Drive Troll puts Volvo alongside big players by challenging a category dominated by huge media investments. If you can't beat them, outsmart them."