Volvo of North Miami found a way of luring growing families to its brand and underlining the safety benefits of its XC40; it organized a casting call at one of its dealerships.

The campaign, by We Believers, invited pregnant women to audition to appear in a series of online videos for a Presidents' Day weekend sale at Volvo's South Florida dealerships.

The three-day casting call took place at the dealership in Miami and, by getting them to rehearse lines about the car's safety features and technology, it subtly sold the women themselves on Volvo.

"Luxury cars dealerships usually don't get that much traffic compared with a casting call, because of the prices of the cars," says We Believers founder Gustavo Lauria. "We didn't know if the 'experiment' would work because it was all about waiting for the future moms to react and think about getting a Volvo as a result of exposing them to the cars, the sales agents and most importantly, the safety features."

In the end, however, the idea proved successful. One out of four of women decided to do a test drive and get a quote to lease one of the cars, and sales tripled during the Presidents' Day weekend. The casting footage--which includes the women's authentic reactions to the safety features and price--was then used for the campaign in social videos like this, this and this.

This is just the latest in We Believers' smart stunts for Volvo of North Miami. Previously for the South Florida dealerships, it recruited car crash survivors to staff sales booths, an idea that the brand later brought to other parts of the U.S., China, Spain and other countries.